Travel and hospitality companies are well on the road to achieving digital maturity.
According to a study by market research firm Econsultancy and Adobe, two in five (41%) companies describe themselves as 'mobile-first', and almost two-thirds (63%) say they have a budget set aside for mobile experimentation over the next 12 months.
The Digital Trends in the Travel and Hospitality Sector report found that companies in the sector have grasped the importance of mobile, even more so than many other industries, and the majority are taking action to position digital technology at the heart of the customer journey.
More than a third (35%) of travel and hospitality organisations even classify themselves as 'digital disruptors', while 48% say their organisations are 'fast followers'.
What's more, travel firms are optimising, sometimes going so far as to redefine their proposition and services, in order to rise to the challenges set by digital-only companies and the sharing economy.
Meanwhile, more than two-fifths (43%) of travel-related firms said they have a 'central, integrated function dedicated to digital transformation'.
Moreover, as many as 82% are building a 360-degree view of customers so they can communicate more effectively with them. Another three-quarters said they have a data analytics strategy – however, there's still a way to go, since 44% admitted that this strategy isn't multi-channel.
Over the next 12 months, companies identified customer experience as a key area of focus for digital development, with social media being a top priority for investment during the same period.
Additionally, more than a third of organisations are planning to exploit digital at their physical locations. And more than a quarter – 26% – said they have already undertaken pilots to trial the technology.
Mohammad Gaber, Adobe's head of Industry Strategy & Marketing, Travel & Hospitality, commented: "The results of this research point to a technology, cultural, people and process transformation that is occurring in this sector.
"With focused integrated transformation functions, increasingly mobile-first posture and formalised data analytics strategies, it's clear that progress is being made."
But to help them reach full digital maturity, travel firms would benefit from working with travel tech experts like Digital Trip.
Gaber added: "However, significant opportunities remain, including a greater omni-channel data view, enhanced collaboration across marketing/technology teams and, importantly, the delivery of multi-channel personalisation."