A New Age
Where Google once dominated at the top of the funnel, social platforms like TikTok and Instagram are now in the mix. Disruptive, AI-powered conversational search now serves up smarter, more personalized travel inspiration and recommendations. Meanwhile, airlines are embracing NDC to differentiate content across channels aiming to personalize offers, as legacy systems and the once-dominant GDSs are increasingly being squeezed in this new distribution dynamic. Hotels often follow the airlines’ lead. Can they be far behind in their quest to regain some control over distribution? Brands outside the traditional travel ecosystem – including big-box retailers, financial institutions and loyalty clubs – are firmly in the game, redefining what it means to be an online travel agency. With myriad influencers, content sources and new pathways now leading to the purchase, travel businesses must know where they stand and make some bold choices to keep up.
Customers in Control
Notwithstanding the fervent efforts of the biggest suppliers and intermediaries to “own” the customer, their profiles and data, in this New Age only the customer owns the customer. Self-sovereign identity, personal data vaults, secure digital wallets and other empowering tech let consumers pull the strings. With these tools at their disposal, travelers will decide how, when and with whom to share their details and personal information, protecting their privacy and removing a layer of friction from travel shopping. With the tables turned, how can the industry’s titans and trailblazers continue to acquire customers and, more importantly, gain their trust and loyalty to the point where they will open their profiles and purses?
