The report is explained digital transformation on the travel industry by SKIFT with Adobe.

p.5 Introduction: Adapting to change

p.7 The 2018 Digital Transformation Report

p.10 The digitally-empowered traveler

p.14 The four pillars of Digital Transformation

p.16   a. Customer Experience

p.20   b. Personalization

p.26   c. Automation

p.30   d. Organizational Readiness

p.33 Evaluating New Technology

p.36 Key Takeaways

p.37 Further Reading

p.38. About Adobe

Digital transformation is an essential strategy for any company operation in today's travel industry. with worldwide digital travel sales set to reach to more than $600 billion, and with mobile purchase expected to soon make up close to half of all transactions in some markets, consumer habits are forcing a rapid rise in expectations for digital-focused commerce.

Meanwhile, behind the scenes, most travel businesses are moving rapidly to adapt, integrate, or evolve digital systems that control nearly every aspect of their business operations, from marketing to customer service to distribution.

In this increasingly digital-focused environment, what steps should today's travel organizations be taking to transform their business? And how far along are they in process of integrating innumerable available digital tools into their strategy? In response to these questions and the ever-evolving digital landscape. Skift and Adobe are releasing the 2018 Digital Transformation Report. This annual research initiative, based on the results of an industry-wide survey polling nearly 200 executives from across the travel industry, attempts to understand how today's travel marketers are evolving their digital infrastructure, both for customers and internal operations. It also assesses the key challenges facing today's travel industry as organizations seek to adapt for today's digital-focused customers, environment and business processes.