Typically, medium to large-size brands mostly have the profile and attract coverage in developments that happen in every corner of the travel industry.
Yet the the digital revolution that has taken place at various paces across the sector for more than two decades is obviously not exclusive to those organizations.
Small hotels or five-aircraft regional airlines, for example, have all faced the same challenges around the distribution and marketing of their products - and all have adapted their strategies over time as a result.
The so-called long tail of travel is no better felt than in tours and activities, where tiny businesses have existed for many years and survived by serving a small market in their home towns.
But hundreds of those companies are now also joining the digital ecosystem that has been created for them over recent years, through software companies, intermediaries and the wider digital penetration of the internet of the customer base.
It's worth a reminder just how huge the impact that this switch to becoming a digital business can have on a small business.
One such company is La Isla Tour in Mexico, run by and a husband and wife team, with a handful of staff to help out with their boat trip business on the country's west coast.
PhocusWire met co-owner Carlos Hudson at the Arival Event 2018 in Las Vegas.
Regardless of the wider debate around online travel agency connectivity, commissions, etc, the interview illustrates just how big a deal making one simple connection to FareHarbor was for Hudson's small (now much bigger) company.
PhocusWire @ Arival 2018 - How digital changed it all for a Mexican boat tour operator