Article | February 26, 2020
Given travel marketers’ established role in pushing the boundaries of advertising, a lot of the crystal-gazing that happens in our industry every year involves speculation about exciting developments in artificial intelligence, machine learning and other automated innovations. To be sure, these things are happening, but focusing on this sliver of innovation within travel advertising neglects the mega-forces that are reshaping the industry right before our eyes. In 2020, the major forces that will influence travel marketing are much more fundamental and far-reaching than any single technology or platform. Here are the key trends that will have the greatest effect on travel brands’ ability to advertise effectively.
Article | February 12, 2020
The internet is littered with the bodies of companies unable to adapt when Big Tech moved to offer a service for free. Possibly the most famous example in tech history remains Microsoft’s decision in 1996 to give away its browser Internet Explorer bringing Netscape’s skyrocketing share price to an abrupt halt. The rest is history. Although Google’s recent decision to stop charging for leads to airlines and OTAs in Google Flights might look insignificant in comparison, it is sending shockwaves across the travel industry. To understand why, it is important to understand Google Flights’ weight in the airline distribution ecosystem.
Article | February 24, 2020
Why do we travel? For seeking thrill, joy, tranquillity, knowledge, satisfaction, company, solitude, pleasant or off-beat experiences – there are many answers to this question. None of these might be your reason to set off on a trip, while for some it may be all of these and more. While we can always agree to disagree, there is one thing that can be said with utmost certainty: nobody – without exception – hopes for a vacation punctuated with worries, problems, and unpleasant experiences. But the truth remains. No amount of meticulous planning that goes into preparing an itinerary can guarantee a trip that is entirely devoid of risks and worries. Sometimes a problem, or many, may arise due to various factors beyond anybody’s control, be it environmental, geopolitical, or even personal. Unforeseen personal issues notwithstanding, challenges may arise simply because of a combination of not-so-prudent decisions and bad luck.
Article | March 18, 2020
As the effort to contain COVID-19 drives countries to close their borders and airlines to ground fleets, the corporate travel management community remains on the front line of getting people home or to their place of work. As much as most consumers can only watch the situation as it changes hour by hour, travel management companies must react to those changes. Fahim Khan, product development director for TMC Reed & Mackay, says that right now while there is not much new travel being booked, there are still bookings to be managed. “There’s still quite a bit of volume for us in terms of refunds and making sure people are able to change. There’s also quite a bit of engagement from an account management point of view as we look to advise on what we’re seeing in the industry.