The global travel industry is undergoing a profound digital transformation, reshaping traditional value chains and giving rise to innovative digital business models. Concurrently, national culture remains a critical, yet often underappreciated, determinant of consumer behavior, technological adoption, and organizational strategies in international contexts. This article qualitatively explores the multifaceted effects of national cultures on the evolution and efficacy of digital business models within the transforming travel sector. Drawing upon established cultural frameworks and insights from information systems and strategic management literature, we examine how cultural dimensions influence aspects such as trust in online platforms, preference for direct versus intermediary channels, acceptance of peer-to-peer services, and the perceived value of digital offerings. By synthesizing existing knowledge and proposing a conceptual framework for qualitative inquiry, this study highlights the imperative for digital travel businesses to develop culturally intelligent strategies that resonate with local values and norms, thereby optimizing their digital business model design and ensuring sustainable growth in diverse global markets.

National culture, digital transformation, digital business models

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