The imperative for digital transformation in the travel industry has never been greater. Everywhere you look, travel industry consumers and companies are embracing digital tools, habits, software, and processes. The biggest factor in this move to digital is consumer behavior, which is shifting toward digital habits like never before. eMarketer forecasts that by 2021, digital travel sales in the US will reach more than $219 billion, with nearly half of these transactions occurring on mobile devices. Research suggests worldwide digital sales will reach $612 billion in 2017.