The Relationship Between Big Data-Driven Technologies and Performance Management Strategies Applied to Companies in the Hospitality, Tourism & Travel Industry

In this paper we will discuss about big data-driven technologies that the tourism industry has adopted along the way, especially in recent years, as well as the top trends based on artificial intelligence that radically transform travel in the future. The big data-driven technologies of the future in the tourism industry, which are essentialy based on artificial intelligence - AI, augmented reality - AR, Machine Learning - ML, virtual reality - VR and the Internet of Things - IoT, are those that have dictated new trends in efficient management strategies at the level of companies operating on the tourist market. Here we tried to bring arguments, with figures and statistical data taken from international statistics, but we also appealed to the opinions of several authors from around the world who wrote in the last years in their articles published in prestigious international journals on the impact of new information technologies on increasing the turnover in tourism, increasing the sales of tourist packages, diversifying the tourist offer to customers or easier ways to find the perfect destination, to make a reservation easier or to pay for a tourist service in much more advantageous and faster conditions. All this represents the role of companies' efforts and their strategic management, which is more efficient and adapted to the requirements of the constantly moving and evolving market, a tourist market that has largely moved to the online environment and is increasingly helped by software and robotization transformations, such as virtual assistants, computer programs for image analysis, search engines, imaging recognition systems, robots, autonomous cars, drones or IoT. However, it can be seen that despite the promise made by AI, many travel companies do not realize yet the full potential offered by big data-driven technologies.