The industry has already migrated online, with digital travel agencies, such as booking.com and Expedia booming, enabling consumers to explore holiday options and make bookings remotely. While the diversification from physical stores is a step in the right direction, there is more to be done to engage with today’s digital consumer. The travel industry must now take steps to provide self-service capabilities, integrated content, an end-to-end experience, and a personalized service that the consumer finds value in. All while understanding that the cost of what the consumer wants to pay is constantly diminishing and so ensuring these capabilities can be done faster and more effectively through the benefits of automation. Get the full story at the Information Age Read also "High customer expectations put pressure on the travel industry"