Business innovation: what truth? Three reasons preventing its start-up and cutting edge technologies to activate it. The Euro-Emotur project

Tourism businesses have now learned to use digital for marketing, but are they really more responsive to innovation? And for what innovation? What needs to be done to be more ready and thus truly competitive? This is revealed by the experience of the COSME Euro-Emotur project, which is accompanying 100 SMEs in 6 countries to understand and adopt cutting edge approaches and technologies. Through the testimony of some of the participating companies, they examine the 3 weaknesses that prevent many companies from truly implementing innovation, discovering that the focus is not digital investments. The companies also tell how projects like these help suppliers become more demanding customers and make truly useful decisions.