The Travel/Hospitality/Tourism industry has experienced massive changes over the last couple of decades due to the advent of modern technology, the commoditization of travel and the impact of the sharing economy. This presentation, delivered by the Pace team at Content Marketing World 2015, brought forward disruptors and innovators in the industry, fostering discussion around techniques that destinations, hoteliers and cruise lines can use to shore up their positions with storytelling practices and distribution strategies to fend off newcomers from the sharing economy; they include home-away-from-home service AirBnB and local tour guide service Headout. Key takeaways: -Disruption is the new normal in travel -Opportunities lie in relevance and personalization -Change will be lead by consumer behavior and preferences -Turn challenges into opportunities to stand out from the crowd -Be awesomely omni-channel (okay, if not that, then at least be awesome on mobile) -Find your niche and merchandize it!

1. Keeping Disruptions & Challenges from
Rocking Your World
Darren Frei, Juliette Reynolds and Katie Riddle
Pace
paceco.com
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2. AGENDA
① Where Are We Going?
② There’s Something in the Air…
③ Back on Solid Ground
④ There Must Be Something in the Water
⑤ Planes, Trains & Automobiles
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3. 1 Where Are We Going?
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4. Disruption as a Way of Life
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5. Disruption as a Way of Life
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6. Travel and the Sharing Economy
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7. “Anyone with an automobile can now compete
with established black-car companies,
homeowners with spare rooms can go head-to-
head with hoteliers and local residents can offer
their services as an alternative to guided tours.”
Arnie Weismann
Editor in Chief, Travel Weekly
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8. 2 There’s Something in the Air…
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9. • Customer Service
• Commoditization
• Business vs. Leisure
Airline Industry Challenges
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10. Disruptor # 1
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11. Disruptor # 2
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12. 3 Back on Solid Ground
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13. • Relevance in today’s landscape
• Trust
• Increasingly hard to differentiate
• Changing, media-driven perceptions of locations
Destination Marketing Challenges
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14. “Tourists are very fickle, and we're
at the mercy of perceptions that are
partly driven by events, partly by
media portrayal.”
Richard Leakey
Paleoanthropologist in Kenya
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15. Disruptor #1
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16. Disruptor #2
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17. Disruptor #3
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18. • Commoditization
• Increased competition from OTAs
• Pressure from the Sharing Economy
Hotel Industry Challenges
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19. Disruptor #1
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20. Disruptor #2
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21. Disruptor #3
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22. 4 There Must Be Something in
the Water…
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23. • Industry Reputation
• Commoditization
• Long-term Engagement
Cruise Industry Challenges
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24. Disruptor #1
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25. Disruptor #2
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26. Disruptor #3
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27. 5 Planes, Trains & Automobiles
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28. Cross-channel Disruptors
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29. Cross-channel Disruptors
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30. DARREN FREI
Digital Content Director
Pace
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KATIE RIDDLE
Director, Content Strategy
Pace
JULIETTE REYNOLDS
Director, Digital Strategy
Pace

31. To view the AAA immersive content experiences,
visit AAA.com/Stop and enter ZIP code 48617.
Once validated, visit AAA.com/TravelExperiences.
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