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Keeping Disruptions & Challenges from Rocking Your World

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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!

Veröffentlicht in: Marketing
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Keeping Disruptions & Challenges from Rocking Your World

  1. 1. Keeping Disruptions & Challenges from Rocking Your World Darren Frei, Juliette Reynolds and Katie Riddle Pace paceco.com @PaceComm • #CMWorld
  2. 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 @PaceComm • #CMWorld
  3. 3. 1 Where Are We Going? @PaceComm • #CMWorld
  4. 4. Disruption as a Way of Life @PaceComm • #CMWorld
  5. 5. Disruption as a Way of Life @PaceComm • #CMWorld
  6. 6. Travel and the Sharing Economy @PaceComm • #CMWorld
  7. 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 @PaceComm • #CMWorld
  8. 8. 2 There’s Something in the Air… @PaceComm • #CMWorld
  9. 9. • Customer Service • Commoditization • Business vs. Leisure Airline Industry Challenges @PaceComm • #CMWorld
  10. 10. Disruptor # 1 @PaceComm • #CMWorld
  11. 11. Disruptor # 2 @PaceComm • #CMWorld
  12. 12. 3 Back on Solid Ground @PaceComm • #CMWorld
  13. 13. • Relevance in today’s landscape • Trust • Increasingly hard to differentiate • Changing, media-driven perceptions of locations Destination Marketing Challenges @PaceComm • #CMWorld
  14. 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 @PaceComm • #CMWorld
  15. 15. Disruptor #1 @PaceComm • #CMWorld
  16. 16. Disruptor #2 @PaceComm • #CMWorld
  17. 17. Disruptor #3 @PaceComm • #CMWorld
  18. 18. • Commoditization • Increased competition from OTAs • Pressure from the Sharing Economy Hotel Industry Challenges @PaceComm • #CMWorld
  19. 19. Disruptor #1 @PaceComm • #CMWorld
  20. 20. Disruptor #2 @PaceComm • #CMWorld
  21. 21. Disruptor #3 @PaceComm • #CMWorld
  22. 22. 4 There Must Be Something in the Water… @PaceComm • #CMWorld
  23. 23. • Industry Reputation • Commoditization • Long-term Engagement Cruise Industry Challenges @PaceComm • #CMWorld
  24. 24. Disruptor #1 @PaceComm • #CMWorld
  25. 25. Disruptor #2 @PaceComm • #CMWorld
  26. 26. Disruptor #3 @PaceComm • #CMWorld
  27. 27. 5 Planes, Trains & Automobiles @PaceComm • #CMWorld
  28. 28. Cross-channel Disruptors @PaceComm • #CMWorld
  29. 29. Cross-channel Disruptors @PaceComm • #CMWorld
  30. 30. DARREN FREI Digital Content Director Pace @PaceComm • #CMWorld KATIE RIDDLE Director, Content Strategy Pace JULIETTE REYNOLDS Director, Digital Strategy Pace
  31. 31. To view the AAA immersive content experiences, visit AAA.com/Stop and enter ZIP code 48617. Once validated, visit AAA.com/TravelExperiences. @PaceComm • #CMWorld

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