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In 1999 my family took a trip to Florida. This trip was dreamt of through TV ads, planned through pamphlets and documented through rolls of film.
We actually had to fly home, drop film off to be developed and wait before any of our memories could be shared. Our brand experience from Disney only occurred onsite, in person at the resort. That was it.
Every travel brand throughout the experience had a finite amount of reach and capacity. As the consumer, we didn’t have much power.
Fast forward to 2017. The travel planning process and trip taking experience is messy. Travellers spread plans across devices, screens, and touch points leaving a trail of bits and bytes for travel brands to pick up.
How are travel brands big and small to make sense of it all? By building a travel marketing technology stack.