Digital revolution in tourism
A comprehensive overview of the digital transformation of tourism: from online visibility and the Google ecosystem (Google Business Profile, zero-click search) to AI assistants – throughout backed by own Lake Balaton research data (Hévíz, 2025).
HÉVÍZ Tourism Association (organizer), Hévíz. Speaker: Adam Schmutz. DIGITALIZE (Interreg Europe) project context.
Adam Schmutz's (digital tourism expert, PhD student) comprehensive professional talk on the digital transformation of tourism. Five main topics: (1) the role of digitalization and changing guest expectations (79% of guests book online, 76% plan their trip on mobile); (2) online presence (paid–owned–earned) and the digitalization of the customer journey; (3) Google as the key to future online visibility – zero-click search and Google Maps as a decision-making platform; (4) the role of destination management organizations (DMOs) and Google Business Profile optimization; (5) online sales (AIDA) and AI assistants/chatbots in the guest cycle. The talk is backed by own, peer-reviewed Lake Balaton research data, including the gastro-tourism “capability–adoption” paradox (92% digital presence vs. 5.5% online sales).
“If you're not visible in the Google ecosystem, you're practically invisible online” – 94% of searches happen on Google platforms, and nearly half are zero-click. | In Lake Balaton gastro-tourism, 92% have a digital presence but only 5.5% sell online – a 17:1 ratio that is unique even internationally.