During recent times, phrase “digitalisation” (also referred as digital transformation) tourism sector has been mentioned repeatedly in different contexts. It is undoubtful that digital transformation is fundamentally changing the model and way of operations in organizations and (small) enterprises on the basis of utilizing modern digital technologies to create innovation and opportunities for business and customers. According to the World Economic Forum’s Digital Transformation Initiative (DTI), digitization processes in the travel, tourism, and aviation sectors will be worth up to $305 billion between 2016 and 2025. The same report estimates that digital transformation will bring benefits worth $700 billion to customers and society. Interestingly, the process is expected to migrate about $100 billion in value from traditional businesses to their new digital competitors.