当今世界正朝着统一快速发展，全球化已经成为过去。技术是造成这种快速 变动的主要原因，它缩短了距离，使得生活在世界相对角落的人们可以像邻里一 样彼此相遇。信息传播在互联网的帮助下大幅加速，而且信息的数量和质量也得 到了保证。因此，将当今时代称为“信息时代”是无比精确的说法。 由于相同的影响因素，在过去十年中，旅游业也面临着诸多变化。这些变化 不仅限于乘客的旅行活动，还包括客户消费服务的方式及对产品的行为。该行业 的参与者在国际化的影响下竞争急剧增加，并且由于旅行社的活动性质，“出生 全球化（Born Global）”的业务正在扩张。 本文旨在分析影响旅游业的因素以及公司在国际上保持竞争力面临的主要 挑战。本研究将分析欧洲Brickell旅游管理公司（BTM）当前国际化战略的重点 以及内部、外部变量，从而了解BTM的弱点和优势。本研究旨在提出一系列建 议，以改善欧洲大陆当前的国际化战略，并在瞬息万变的环境给BTM带来威胁 和机遇的情况下，为BTM提供更深刻的认识。由于在技术领域的快速创新，对 客户需求的适应能力强，对环境的了解深刻，比同行行动更快，旅游业的小型初 创公司获得了快速成功。同样，大公司也应利用自身的稳固地位、客户基础和资 源，在被消灭之前，以更大的力量和更好的策略继续进步，消灭他人。 关键词：旅行社；国际化战略；数字化；进入壁垒；新市场 III Abstract The world is moving fast towards unification, and what started once as globalization has already become a term of the past. Technology has been the major cause of this rapid movement, and has made distances shorter to the point where neighbors could see each other less than people living in countries in opposite locations of the world. The speed at which the information travels has increased and the internet has made it possible, not only the speed but also the quantity and quality of that information. Thus, being so accurate to call these days as the “Information Age”. The travel industry has also face thousands of changes in the last decade due to the same influencing factor. Not only in the traveling activity of the passengers, but also in the way these services are consumed by clients and the behavior of the customers towards the product. The competition among the players of this industry has increased dramatically due to the ease of internationalization, and the imminent expansion of “Born Global” businesses; as the Travel Agencies are by the nature of their activities. This paper intends to breakdown the forces impacting this industry and the major challenges for the companies to remain competitive in international territories. The research will be guided by the key points of the current internationalization strategy of Brickell Travel Management (BTM) in the European region, and the analysis of the internal and external variables to understand the weaknesses and the strengths of BTM. The study aims to suggest a set of recommendations to improve the current internationalization strategy in this continent and provide BTM with a stronger vision of the threats and the opportunities given by the fast-changing environment. Small Start Ups in the travel industry have achieved rapid success due to the quick innovation in the technological field and adaptation to the customer needs, understanding the environment and moving faster than the rest. Similarly, big companies should leverage on their solid positioning, client base and resources to advance with more force and better strategies to take the lead on disruption before being disrupted.