Digitization and the introduction of new technologies into the operation of the economic systems of individual economies is becoming an inevitable necessity. Elementary technologies of the digitization process are divided into primary and secondary. The primary ones include social networks, the Internet of Things, mobile technology, big data and cloud computing technology. Secondary ones include virtual and augmented reality, 3D printers, robotics and artificial intelligence. Digital transformation is based on appropriate conversions of analog to digital media, and the process includes the application of digital technologies and data analysis that cause changes to earlier procedures while creating various new future concepts and systems. Tourism, as one of the most important branches of our economy, has recognized new digital technologies and is introducing them into its daily operations. By applying new technological solutions, tourism companies improve the user experience, optimize business processes and better understand the needs of their clients. In order to achieve their goals, they often face problems such as preserving data security, permanent employee training, harmonizing financial costs, changing the business "culture" and integrating new IT systems. The mentioned technologies shape the satisfaction of the guests, and later determine the rating of the observed business entity. Using the example of travel organization observed through the analysis of the 5 consumer groups formed, consumer behavior patterns and interests were determined along with the assessment of the application of new digital technologies. In addition to the mentioned primary and secondary data available from the professional and scientific literature, which are presented in an educational, professional and comprehensible way through the methods of descriptive statistics with the use of graphic displays, the work was used.