ABSTRACT
This chapter provides insights into how the travel industry can cope with the challenges created by the digitization of travel sales and distribution.
In fact, the following remarks tackle the pertinent question: How can modern technologies and new media provide value to the travel industry and how can suppliers and customers benefit? In particular, the concept of augmented reality and its possibilities in combination with social media are highlighted. The required technologies are essentially described and implications are shown in terms how a combination of both technologies can be beneficially integrated into practice. Furthermore, the expected benefit by increasing the individual value for suppliers in the tourism sector as well as the customers is revealed.
