Analysis reveals mobile applications enhance tourism product promotion through AI and multicurrency payments.
The article is devoted to the study of the role of mobile applications of online travel agencies (OTA) as a key digital tool for promoting tourism products. The article analyzes the growth trends in the share of mobile bookings on global platforms (Booking.com, Trip.com, Airbnb) and Southeast Asian "super apps" (Traveloka, Yanolja), as well as the features of their functional evolution: from a booking aggregator to a "planning — booking — experience" environment with implemented AI recommendations and e-Visa modules. Particular attention is paid to the competitive advantages of applications in language localization, multicurrency payment and security of international users’ data.
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Ermakova et al. (2025) studied this question.
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