Generation Y: the competitiveness of the tourism sector based on digital technology

In this article we present the literature review on the influence of Generation Y on tourism and its relationship with the supply of hyper personalized products. Also seeks to reflect on the changes in tourism in the digitalization era. Also known as Generation Me, this generation are digital natives, multicultural, able to change, descendants of globalization, protagonists of selfies, preferring personalized products and tailored services, which is one of the market greatest challenges. They have more rational characteristics to consume. Regarding the tourism industry, the development of technology and the internet have been an asset. The adoption of information and communication technologies has led to changes in the way of communication with the individual or institutional clients and enables the adoption of innovative business models and electronic sales channels of tourism products. It is crucial the information about demand/tourists, tourist destinations, amenities, availability, pricing, geographic information and weather, supply and transport, information about companies, intermediaries and competitors; trends in the tourism market, prices, products and tourist packages, Marketing Organization of tourist destinations, trends in the industry, size and nature of tourism, as well as policies and development plans. The role of the ICT in tourism has become an essential tool in today’s world of quick information, especially on Generation’s Y options.