The Covid-19 pandemic in 2020 was a digital wake-up call for the travel and hospitality industry, placing new demands on companies across the sector and creating an urgent need for solutions to address them. 

Travelers demanded more online shopping options, digital communications, and contactless solutions, forcing companies to adapt how they served customers. Meanwhile, behind the scenes, organizations had to design new ways of working as employees shifted to remote work using new digital collaboration tools to stay productive. On top of all this, organizations across the industry dealt with new challenges to their business models, including unanticipated changes in consumer demand, new distribution strategies, and rapid experimentation with new products and services.