Abstract:

In dynamic business environment, there is no time for mistakes and failures, subsequent corrections have become examples of practice cases that have disappeared from the market. An added value is contained in high-quality information as a resource base on which modern travel intermediaries upgrade the capacity of communication tool.

At the same time, tourists experiences using traditionally travel organizers, testify loyalty to the subjects, assessing feedback, satisfaction in time, quality of information, comparing results in accordance with attributes of similar subjects. Business specialization is a response to structural changes in demand. The paper emphasizes the theoretical approach to the first step in decision making process of travelling, choosing an optimal way of commumication. The paper considers numerous advantages and additional values resulting from the application of modern tools used by service providers and intermediaries. This is comfirmed as perceived, the most useful source when informing and delivering accurate information, due to speed, the possibility of comparison, coverage, availability and usefulness in terms of saving time. This could stimulate further transformational processes in business, primarily in communication, creation and delivering products. Flexible packages and IT tools impacted on new trends in travel market place. Adapted to new market requirements on information valuation, the focus is on adapting to the priorities of market niches, guided by the long tail concept and human capital empowerment. Human capital as potential is complemental to the most modern technological solutions in converging with modern needs. Various investments are based on the principle of reineering know-how with the latest approach to communications. Behavior and interests, of tourists are very important when choosing modalties of travel.  Developmental modalities the level of use of digital tools have been pointed in numerous studies. Perceiving experiences drived by those studies could be connected with time of travel, selection of travel motives that define activities, contents and organization of travel in accrodance with the price. Contained in the development modalities of the application of digital tools, secondary research was carried out in the paper, which supports the research question of monitoring structural changes in tourist demand, which is a reflection of changes in the market.