How to give me-first trav­el­ers a more per­son­al­ized, qual­ity ex­pe­ri­ence

The Insider - - CONTENTS -

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.

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