The article examines the offers of marketing digital tools developed as a part of startup projects for participants in the tourism and travel industry, taking into account current tendencies and trends in the development of the tourism, hospitality and leisure industries. Startups offer both pioneering ideas, business models and technologies that can fundamentally change and influence the tourism industry, as well as scalable and proven ideas that affect the future of tourism, have a reliable revenue model and a clear strategy for achieving profitability
 The article considers new niches for startups in the tourism industry (digital nomads, slow tourism, local experience, ecological tourism, family and group vacations), which are driven by changes in travel patterns, demands and expectations of people planning their next trip, satisfy important, but so far completely unsatisfied customer needs (personalization, security, health protection during travel, logistics, mobility).
 The ratings of analytical units of the leading market companies Phocuswright "The State of Travel Startups", Amadeus "The Amadeus Startup Universe", "Amadeus' Startup Universe: 14 travel tech startups to watch" have been analyzed, in which the most innovative, creative, bold, functional startups are noted, which contribute to the restoration of industries, expand opportunities for cooperation with customers and other stakeholders, accelerate the implementation of new concepts, establish cooperation within the framework of the concept of sustainable tourism of all providers of the hospitality industry. In general, startups cover all sectors and services of the tourism, hospitality and leisure industries, from pricing and revenue management to airports and corporate travel. Startups of 2022 focus on sustainability, inclusion, blockchain, alternative housing, artificial intelligence, databases, security. The activities of global distribution systems in terms of updating their marketing tools by attracting young companies, investing in new startups, in knowledge and technology, and improving interaction with the startup ecosystem are considered.
 The analysis of startup project proposals in the tourism and travel industry allows to conclude that the proposed marketing digital tools are focused on active digital transformation of business to increase profits, optimize operations, ensure positive consumer experience and unprecedented customer satisfaction. Digital marketing tools allow market participants to: better manage guest experiences; explore the customer journey; organize the sale of additional services, make them available for online booking; create new revenue channels, reduce costs and increase efficiency; simplify the management of experience and services; quickly personalize the experience, create personalized and easily modified offers for individual customers and large groups; access detailed performance reports; understand customer preferences and study their needs in order to create adequate business strategies of the highest level.