The digitalization has revolutionized the travel industry. The rapid growth of innovative technologies has made it much easier and more convenient for consumers to search for and book travel. Online platforms provide access to a wide range of services, from consultations and choosing a destination to direct booking and payment. This helps to optimize time and financial costs, as well as the interaction between tourism service providers, tour operators, travel agents and consumers. New technologies have dramatically transformed the travel planning process. Travel has become easier thanks to interactive maps that allow travelers to efficiently find the places they want to go. Virtual tours of hotels, airplanes, and famous landmarks help create an idea of what they can see and where they will be staying. Personalized recommendations give people confidence in their choices and help them better navigate the possibilities, ultimately leading to more informed decisions when planning their trips. Contactless technologies simplify the travel process, ensuring convenience and safety. Companies that actively implement innovations gain a competitive advantage in the travel services market. It is worth noting the growing popularity of wellness tourism in the modern world. The sedentary lifestyle of many people stimulates the demand for active recreation combined with therapeutic and preventive procedures. Thus, technological innovations not only optimize the travel planning process, but also contribute to the development of new segments of the tourism market.