As per tourism consulting firms, technology affects the travel industry in many different ways. Most obviously, it generates enormous amount of information for potential travellers to lap up. Tour groups can be assembled using online forums. It leads to collaboration as different individuals contribute their own areas of skill to make travelling a better experience. The average traveller has not been empowered as he / she is able to do self-bookings rather than rely on third parties to carry out the same. Numerous tourism jobs have been created using latest technology. The brick-and-mortar segment is adapting to this altering scenario and coming up with their own business innovation in order to survive.