Digitalization in Tourism: The Internet as a Pioneer

Munich, October 20, 2025 – Internet Day is celebrated annually on October 29. What began in 1969 with the first electronic message from ARPANET, the predecessor of the Internet, and evolved in 1989 into what we commonly know as “the Internet” thanks to Tim Berners-Lee’s groundbreaking idea—is a global success story that connects people of all generations and creates new opportunities.

“Today, almost anyone—regardless of location, generation, or language—can explore the world and make independent, informed purchasing decisions,” said VIR Board Member Michael Buller.

Since the beginning of the 21st century, internet access has grown rapidly—and with it, the entire travel industry. According to VIR’s “Data & Facts on the Online Travel Market 2022,” only 22% of the German population had internet access in 2000. Ten years later, that figure had risen to 68%, and by 2022, 90% of the population had access to the internet. Older people, in particular, have caught up significantly. The internet is no longer just a medium for the young, but a tool for everyone who wants to stay informed, communicate, purchase products and services, and connect with others.

The internet also opened up new opportunities for travel providers. Between 1995 and 2005, the first online booking portals—such as lastminute.com, Expedia, HRS, HolidayCheck, weg.de, and Booking.com —emerged, marking the beginning of a new form of travel distribution. Within just 20 years, the entire travel process went digital: from inspiration to booking to the on-site experience. Today, providers can dynamically design their offerings, flexibly adjust prices, and put together customized vacation packages in no time. The mobile revolution starting in 2011 gave digitalization an additional boost: Review platforms like HolidayCheck and travel apps have since shaped the possibilities for both consumers and providers. Last year, 74% of consumers booked at least one travel service digitally for trips involving one or more overnight stays. (See VIR Data & Facts on the Online Travel Market 2025). Furthermore, in 2024, email bookings surpassed phone bookings for the first time.

Online media such as search engines and destination websites are now the primary sources of information. Social media is also becoming increasingly important: 40% of Germans already turn to it for inspiration (see VIR Data & Facts on the Online Travel Market 2025). This trend offers consumers several advantages: greater freedom, convenience, and transparency when booking vacations. Information on destinations, accommodations, or transportation is available at any time. Thanks to the introduction of the smartphone with the launch of the first iPhone in 2007, even spontaneous bookings on the go are now possible without any hassle. Furthermore, apps and digital wallets now bundle routes, attractions, weather data, and transportation options, thereby enabling a holistic, connected travel experience.

In this context, the COVID-19 pandemic acted as a catalyst for digitalization. Virtual consultations, contactless payments, and flexible booking processes quickly became the norm across all sales channels. The tourism industry has demonstrated that digital solutions not only improve efficiency but can also provide security in uncertain times.

Today, we’re seeing further rapid developments like artificial intelligence, and they’re accessible to everyone with unprecedented ease—all it takes is a search bar and $20. In 2022, ChatGPT had already reached one million users just five days after its launch; two months later, it had grown to 100 million monthly active users. With this, ChatGPT set a new record for the fastest-growing user base.

AI is emerging as a new tool for making travel more personalized, sustainable, and convenient. It identifies travel needs, recommends suitable options, optimizes prices, and facilitates real-time communication between travelers and providers. Sustainability also plays a role here—smart applications display CO₂ emissions or sustainable alternatives and make eco-friendly travel more accessible. At the same time, blockchain technologies enable secure and transparent booking processes as well as fast transaction processing. For example, Chain4Travel has developed the Camino Network, a blockchain-based infrastructure tailored to the needs of the travel industry.

“The pace of change we are currently witnessing with artificial intelligence far exceeds that of the internet. A look into the future shows us that the next exciting innovations are already on the horizon—developments that will have a lasting impact on us,” concludes VIR Board Member Michael Buller.

You can download the press release here in PDF format.