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What are the main areas of focus for the digital initiatives of your company in the year ahead?

Characteristic	Share of respondents
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Sources

Release date

February 2021

More information

Region

Worldwide

Survey time period

October 15 to December 11, 2020

Number of respondents

13,277*

Special properties

marketers and IT professionals in the travel & hospitality industry

Method of interview

Online survey

Supplementary notes

*The source specifies that "The survey was launched on 15 October 2020 and closed on 11 December 2020 with 11,413 qualified respondents. In addition, 1,864 third-party panel participants were added to meet quota requirements in some sectors and regions, for a total of 13,277 responses. Third-party panelists were given an incentive for their time". Respondents from the travel & hospitality industry accounted for three percent of the total survey sample.

The source adds the following information: "The sample is global, with EMEA providing the largest share of respondents (48%), followed by North America (29%), and the Asia-Pacific region (19%)".

The survey question was phrased by the source as follows: "What are the top two areas of focus for your organization's digital initiatives in 2021? Respondents could pick more than one".

Citation formats

A December 2020 study focused on the digital trends in the travel and hospitality industry worldwide. When asked about the main areas of focus for digital initiatives, ** percent of respondents believed that using digital tools to improve the consistency of the customer experience will be a priority for their companies in 2021. Meanwhile, ** percent of the survey sample stated that their organization will concentrate on increasing digital initiatives to minimize physical contact.