Travel & Tourism

In 2025, Spain’s tourism industry remains strong and growing—fueled by increased international travel and innovation in customer experiences. New technologies are transforming how travelers plan and enjoy their trips, while sustainability has become a central priority for companies across the sector.

Key Challenges

Maximum Personalization Customer experiences are increasingly tailored using data and artificial intelligence—enabling companies to offer services that align with individual preferences. Digitalization as a Key Driver Online platforms and mobile apps continue to streamline travel planning and booking processes, enhancing both efficiency and customer satisfaction. Disintermediation of OTAs and Aggregators Travel brands are building stronger digital value propositions—through better experiences, loyalty programs, and added services—to increase customer lifetime value and reduce reliance on OTAs and third-party platforms. Innovation Emerging technologies like virtual reality and AI-powered assistants are reshaping how users interact with travel services and content. Customer Experience at Every Touchpoint Companies must ensure that employees across the service chain understand their role in delivering a consistent and meaningful customer experience. Highly Competitive Market Fierce competition pushes travel brands to differentiate themselves through exceptional service quality and the adoption of new technologies.

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