Technology has already made sweeping changes to the travel and tourism industry but further business innovation is at play. When make-my-trip started aggregating tour packages, it was considered revolutionary but now services are much more end-to-end. Number of travelers are now looking at customized packages rather than destination hopping and travel portals are aligning with these interest areas. Their communication with final customers has also improved drastically. They are now marketing travel packages based around niche choice areas such as photography, road trips or hallmark events.