This is a truly exciting yet challenging time for consumer-facing brands in travel. The breakneck pace of disruption in mobile computing, social media, digital content creation and content delivery has completely altered the way consumers shop for, book, share and ultimately experience travel.
Instant access to product information and reviews via user generated content (UGS) means that would-be travelers can now shop around on their own time – during their commute, in bed, even while in the bathroom. Innovations in digital payments and information verification have also given birth to new travel products. The sharing economy has gone mainstream. And in this super-heated competitive environment, every traveler is also a content creator and publisher. Experiencing places before the actual experience is the new norm. People also expect engaging, visual, and interactive forms of content. The world is watching. Facebook, Instagram, Snapchat and other social media channels almost guarantee that your brand will be on full display to anyone with an internet connection.
Read more in this report.
