Author - Roxana Elena POPȘA

Currently, we live in a world that is constantly changing, one in which the digital environment is constantly evolving. In the travel and tourism industry, there is practically no management decision that is not related to digitization. Additionally, this is not only when thinking about the ease of interaction with consumers of tourist services, but also when considering optimizing and reducing costs or when we refer to the management of the business itself. Therefore, this paper aims to analyze the evolution of the online tourism market, the most visited travel and tourism websites, and the use of several digital transformation topics among accommodation businesses, such as: social media marketing, online advertising, customer relationship management, and online distribution channel management.