I. What does the rapid adoption of information technology mean? The importance of technology in tourism has increased over the years. As Internet usage accelerates, the tourism industry must align its marketing strategies to reflect recent realities such as availability, interactivity, and search capabilities (Nath & Menon, n.d.). Stakeholders need to be quick to adapt to the advancement of technologies, the emergence of pioneering advertising schemes, changes in consumer preferences and stiff competition due to globalization. According to Sakulsureeyadej (2011), the evolution of mobile technology allows consumers to be savvy in using mobile devices in creating travel plans. An increasing number of travelers do research on the Internet before making any travel decisions (Tengco, 2014). According to Umali (2014), there was a 75% increase in annual travel bookings to the Philippines between 2007 and 2012. Therefore, it is important for the tourism industry to strengthen its practices to meet changing customer behavior. enter the market, prices and technology shape the architecture of tourism activities. This goes hand in hand with social networks bringing together a more transparent market where people are able to provide services together (Blanco, 2011). This brief will highlight digital technology trends impacting tourism as it creates opportunities for tourism growth and development. According to Blanco (2011), “we have no choice but to understand and manage change”. II. What are the trends in digital travel? In 2010, Taylor Nelson Sofres (TNS) Global Market Research in the Philippines conducted a study on digital life. According to TNS, the tourism industry must… half of the paper… lifestyles. Retrieved from http://2010.tnsdigitallife.com/Tengco, J. (2014). It's more fun in the Philippines. A presentation for the Dr. Andrew L. Tan Center for Tourism forum on emerging trends in digital travel and their impact on tourism buyer behavior. Held on April 30, 2014 at the Asian Institute of Management, Makati City, Philippines.Tianco, B. (2014). Speaker for the Dr. Andrew L. Tan Center for Tourism forum on emerging trends in digital travel and their impact on tourism buyer behavior. Held on April 30, 2014 at the Asian Institute of Management, Makati City, Philippines.Umali, R. (2014). Digital tourism in the Philippines. A presentation for the Dr. Andrew L. Tan Center for Tourism forum on emerging trends in digital travel and their impact on tourism buyer behavior. Held on April 30, 2014 at the Asian Institute of Management, Makati City, Philippines.