BookingFax: A New Concept of Tourism Intermediation

Abstract

In this case we analyze the creation process of a firm from the tourism sector that has exploited a business opportunity opened up by new technologies. BookingFax acts as an intermediary between wholesalers of tourism offers and retailers, travel agencies, and even the final consumers themselves. The main objective of this case is to analyze how information technology in the tourism sector has constituted the basis of an idea to create a firm, and the role the firm plays in the tourism market. In addition, as the case develops it will become clear that information technology provides the competitive basis of BookingFax. The firm has used this key tool to enter the market, be competitive, and become the number-one firm in its sector in Spain.