How holiday rental agencies and hotels will use Mass-customization to fight the rise of C2C

Known as one of the most important and prolific sector, tourism inspire a lot of business and has developed many countries all over the world. For ages, it has faced drastic societal and people behavior changes. One of the latest was the rise of Internet which has completely transform the tourism industry. Reactive to this new way of communication, tourism companies such as travel agencies, holiday rental agencies or hotels create their own online business and respond to the tremendous number of customers. Hence, most of traditional company embraces this new business model to increase numbers of their customers, and their visibility worldwide. Nonetheless Internet improves drastically ways of communication between people and a new trend rise couple of years ago where people can actually deal and interact between each other. Sharing economy and C2C has become the next challenge tourism companies will face. It has create a paradox of the consumers being the competitors. The aim of this research is to first define the main agent of the tourism rental agencies. This will enable to describe their role, how they are interacting with customers regarding product and services and their limits. In a second time it will be to understand a new business process called mass-customization. Following the trend of personalization and answering needs of a new type of consumer behavior. European tourist behavior will be analyzed by a quantitative and qualitative research in order to understand people willingness to interact directly with a third person or through a professional. It will help to understand the success of sharing economy within hospitality industry, to, finally, understand how tourism rental agencies will answer in the following years to this phenomenon