The travel and hospitality industry recognizes the need for adaptation to meet evolving customer expectations through cloud solutions, though actions often lag behind executive statements. Key strategies for transformation include optimizing IT, personalizing retail, and modernizing customer service, involving cloud migration, data integration, and leveraging customer data for self-service. Despite 94% of executives valuing digital transformation, many are in early cloud migration stages or prioritize maintaining legacy systems. Advanced strategies focus on enhancing customer engagement and service technologies, with AWS recommended for further innovation.

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