The future has already begun

The advancing digitisation of our environment is not just measured by smart devices, like self-driving cars and data glasses.

The breakthrough of ingrained behavioural patterns, habitual structures and inherent economic constraints create the starting situation for digital transformation.

Social media does not respect hierarchies, and traditional one-way dialogues between companies and consumers are being replaced by an ever-increasing network of information providers and virtual protagonists. Holidays today normally begin with an online search of popular advice sites or booking platforms. The latter provide the connection between the virtual world and traditional suppliers, but also bring a new element into play: Authentic reviews by travelers are crucial to the decision to buy.