According to analysis by Stratesys, a multinational technology company with a strong presence in Portugal, travellers are increasingly mindful of the environmental impact of their choices, the security of their personal data, and the quality of digital experiences. This, the firm argues, demands swift and consistent adaptation from tourist operators.

“In an environment that is increasingly competitive and constantly evolving, investing in these three areas will be vital for tourism companies to maintain their leadership and continue driving the industry forward,” said Tiago Lopes Duarte, Stratesys partner in Portugal.

Sustainability has become a central pillar in tourism development. From reducing carbon footprints to adopting energy-efficient solutions in hotels, both Generation Z consumers and investors are demanding meaningful action.

“Sustainability is not just a competitive advantage, it’s a long-term source of value,” noted Carles Sirera, Stratesys partner for Travel, Hospitality and Tourism. “Companies that embrace it will attract more loyal customers while gaining access to tax incentives and green financing.”

In terms of maintaining trust in the digital era, the risk of cyberattack has grown with increasing amounts of online bookings. Protecting personal and financial data is no longer merely a legal requirement but a decisive factor in building customer confidence.

Additionally, demand for tailored, seamless and exclusive experiences continues to grow. Tools such as artificial intelligence, automation and data analytics now allow businesses to craft personalised offers and anticipate needs in real time, enhancing customer engagement across every touchpoint.

“At Stratsys, we help tourism clients combine innovation with sustainability and security, creating digital experiences that win over travellers and build long-term loyalty,” said Duarte.