Tourism is one of the industries that is most affected by digital development. Hospitality and accommodation companies are among the first ones to utilize digital tools in their practices to engage communities and make sure their customers have the best possible away from home experience. In order to perform well and gain competitive advantages, players in the Tourism industry are always looking for the newest and greatest ways to reach their buyer persona and tailor their offering to their target audience and Digitalization is one ways to gain that competitive advantages.