Digital transformation of travel and hospitality: integrating technology, consumer expectations and ecosystem innovations

Purpose The travel and hospitality industry is undergoing an unprecedented digital transformation driven by the convergence of artificial intelligence, blockchain, the Internet of Things and platform-based ecosystems. Existing literature treats these forces in isolation, leaving a theoretical gap in understanding their integrated impact across airlines, airports and hotels. Design/methodology/approach This study employs a systematic qualitative literature review complemented by a multiple case study analysis. Cases were selected purposively across developed and emerging markets to ensure geographic representativeness and theoretical diversity. Primary data sources include peer-reviewed journals (2017–2024), industry reports from World Economic Forum, International Air Transport Association (IATA) and Amadeus, and organisational case disclosures. Findings Five interconnected transformation themes are identified – traveller-centricity, technology adoption, ecosystem globalisation, regulatory evolution and workforce restructuring. These are synthesised into the Ecosystem-Centric Digital Transformation (ECDT) framework. Emerging market cases reveal that institutional voids, far from being barriers, are catalysts for frugal digital innovation. Originality/value Businesses must adopt tiered digital strategies (strategic, operational, regulatory), while policymakers need harmonised international frameworks. The ECDT framework provides practitioners with a diagnostic tool for navigating digital transformation complexity.