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    Chapter 1: Introduction Digital transformation in tourism is the process of technology transforming the nature of the interaction of travellers with the services provided in the hospitality industry; be it through booking, check-out, and loyalty, among other things, and in a way that it is fundamentally changing the experience that customer go through. The hotel industry has experienced this change particularly radically, with legacy chains trying to adopt digital instruments to stay competitive, efficient, and consumer-focused. The case of Accor Hotels is quite a good example of this change. Established in 1967 and currently running a total of more than 5,600 hotels in the global scene. In 2014, Accor officially announced its Leading Digital Hospitality strategy that entails a total investment of 225 million, across eight programs that cut across mobile services, data analytics, employee platforms, and IT infrastructure (Group.accor.com, 2023). It has such digital inn...
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