How to give me-first travelers a more personalized, quality experience
Nearly three years ago, in an earlier issue of The Insider, we designated 2016 as the Year of the Person because we believed then, as we do now, that “the person” must be at the center of every business decision we make. Today, it’s even more important, especially in travel.
Hotels and airlines must focus on individuals, not demographics, in their design of products, services, and communications. Emphasis on the individual must permeate the entire organization and become an integral part of its corporate culture. Today’s digitally-empowered consumers won’t accept anything less.
A fundamental shift in power
Prior to the internet, power was controlled from the top-down, whether that be in businesses, governments, institutions, or media. But as a result of massive and accelerating changes in technology and social behavior, that traditional pyramid of power has been completely inverted in almost every facet of our lives. Hotels and airlines are all being rewritten from the ground up.
The Edelman Barometer Trust Study concurs, stating that there has been a fundamental shift in the authority relationship between businesses and consumers.