According to the second Beroni Barometer on Innovation in Travel Agencies, conducted by ObservaTUR, 50% of domestic travel agencies believe that their level of innovation has increased significantly over the past year.
The report highlights that, compared to 2023, perceptions of digitalization in this sector have improved. However, 47% of respondents believe there is still considerable room for further progress, as the progress made so far is perceived as slight (39%) or insufficient (8%). Four percent of agencies report that their level of innovation has remained the same as in 2023.
As for the outlook for 2024, investment in innovation is expected to follow a similar trend to that of 2023. The main areas of investment will focus on specialized training for staff, marketing, and advertising.
Among the areas of digital transformation, investment is expected to grow in promotional campaigns (+8 percentage points), training (+6 percentage points), and improvements to agency websites (+2 percentage points) compared to the previous year.
For more information, see the full article published by Hosteltur at the link provided.
