Abstract
The tourism industry has undergone significant transformation with the rise of digital technologies, particularly online booking systems. E-booking platforms have revolutionised how customers plan and book their travel, offering convenience, cost-efficiency, and the ability to access real-time information through smartphones and other digital devices. These systems not only streamline administrative and operational tasks for businesses but also provide valuable insights by analysing customer data to tailor services and predict trends. This study explores the critical role of e-booking in the digital era of tourism, employing cluster analysis to group countries by their adoption and performance of e-booking services. The findings highlight the growing global reliance on e-booking platforms and their potential to enhance the customer experience and optimise business operations.