You work for a large company in the travel industry that has traditionally arranged travel to private customers via travel agencies and telephone consultations. As a Digital Transformation Manager, you are responsible for the (further) development of the digital offers in "package tours". The new corporate strategy focuses on digitalization and the realization of synergies between the individual divisions. To expand the traditional business segment, the management is aiming for a digital product offering for package tours in the future. In the future, travel agency services and advice are to be provided via the company's own digital travel agency platform. In addition, the sale of additional services is to be marketed via this platform (e.g., travel guides, arrangement of rental cars, etc.). The company-specific platform should also be linked to general travel platforms (e.g., booking.com, expedia.de, etc.) via appropriate interfaces.

Against this background, the case study should address the following aspects in detail:

Develop a digital business model for the area you are responsible for. Document your design in the form of the value architecture and the value alignment with which you want to implement the requirements for your area.

Formulate a business strategy for your area based on your findings.