This document summarizes a report from PSFK on trends in the travel industry. It discusses how consumers now expect optimized experiences and personalized service at every touchpoint of their journey. Legacy brands are no longer seen as experts, while new, consumer-focused brands that provide seamless, curated experiences are gaining popularity. The report examines key strategies for companies to deliver on consumers' increasing demands for control, customized experiences, and support throughout all stages of travel from planning to post-trip.

1. #13 TRAVEL DEBRIEF
OPTIMIZED EXPERIENCE AT EVERY STAGE OF THE JOURNEY
@PSFK | #TravelDebrief
SUMMARY PRESENTATION

2. Travel Debrief
Version 1.0 | Published February 2018
About This
Report
Piers Fawkes
Founder & President
This industry debrief provides important insights for professionals
shaping consumer experience across sectors. As consumers seek
preferential engagements from the brands they buy, trends in the
travel industry provide a rich source of inspiration. This document
should provide the reader with a framework to contemplate how to
approach delivering optimized experiences that feel personal at
every brand and service touch point.
PSFK’s Travel Brief joins a library of over 100 reports and research
papers that can be accessed every day by our Premium Members.
Download the Full Report at: psfk.com/travel-debrief
Access all Reports and Debriefs as a PSFK Member: psfk.com/membership

3. Travel Debrief
Get The Full Report
PSFK's Travel Debrief explores today’s travel
landscape, where companies must deliver optimized
experiences at every touchpoint—from planning to
transit, accommodations, in-stay activities and even
the time in between trips, capitalizing on every
opportunity to engage with consumers.
The 35+ paged report will help executives at
corporations, agencies and technology companies
understand:
• Emerging consumer attitudes and market forces
that are driving change
• Important trends shaping the future of travel
• Key strategies that brands should adopt to succeed
• Perspectives and forecasts from industry experts
#14PSFK
TRAVEL DEBRIEF
SUB
#14PSFK
TRAVEL DEBRIEF
OPTIMIZED EXPERIENCE AT EVERY STAGE OF THE JOURNEY

4. Travel Debrief
What’s Disrupting The Travel Industry?
Legacy Brands
Are No Longer
The Experts
Personalized Service
And Experience
Outperform Price
Emerging, Consumer-
Focused Brands Are
Being Embraced
97% of travel experts
agree that travelers trust
online travel reviews,
travelers they meet in
real life and local
communities for advice
while on a trip instead of
travel publications.
“Personalized experiences
and recommendations from
one trusted brand will be
the future of all travel.”
Rafael Parizoto. Redbull
69% of experts say that
travelers are more willing to
purchase from newly-launched
travel companies today than
they have been in the past.
PSFK Travel Survey 2018
PSFK Travel Survey 2018
Travel Debrief

5. Travel Debrief
To Lead Their Own
Journey With Support
From Preferred Brands
Experiences That Revolve
Around Their Specific
Desires And Needs
Solutions That Help Them Achieve
Their Desired State As They
Transition Throughout The Day
87% of experts say that
having control over their
own travel experiences
through real-time
assistance will be
important or very
important to travelers in
the next two to three years.
64% of experts say that
synced preferences and
profiles that provide the
comforts of home will be
important or very important
for travelers in the next two
to three years.
PSFK Travel Survey 2018
“Our health-and-wellness lives
have integrated into our work
travel. Brands that support
health for travelers will have a
strong advantage over those
that don't, and will play into the
importance of sustainability and
trust among consumers.”
PSFK Travel Survey 2018 Astrid Haury. Senior Creative Strategy, Cosnova Beauty
Consumer Insights:
Anticipating Future Travel Demands Today
Consumers Want…

6. Travel Debrief
37|TravelDebrief
SEAMLESS
CURATED
EMPOW
ER
E
D
Travel 2.0:
Competitor
Landscape
In a marketplace where physical and
digital behaviors have converged,
companies must transform to meet
customer needs anytime, anywhere. The
travel industry is shifting its approach to
develop more holistic offerings in order
to respond to travelers expectations
through curated services, comfortable
journeys and controlled experiences.

7. Travel Debrief
O
N
-TH
E-GO
IN
-S
TAY
PLA
N
N
IN
G
ADDED
VA
LUE
In-StepWellnessExtentedNetworks
Ultimate Access
Im
m
ersive Touchpoints
AmbientControl
HomeAway
FrictionlessJourney
O
n-The-GoProductivity
360-Degree
Consumer Journey
In today’s travel landscape, it is critical
that companies branch out from their
traditionally siloed, core offerings to
provide 360-degree services at every
stage of the journey, through a multi-
channel, always-on approach. In this
report, we’ve mapped out the Travel
2.0 consumer journey at every
touchpoint, from the planning to transit
to in-stay to added value stages.

8. Travel Debrief
01
Ultimate
Access
02
Ambient
Control
03
Frictionless
Journey
04
On-The-Go
Productivity
05
Home
Away
06
In-Step
Wellness
Trends Driving 360-Degree
Optimized Experiences
07
Extended
Networks
08
Immersive
Touchpoints
Travel Debrief

9. Travel Debrief
About
PSFK
BUSINESS INTELLIGENCE
A catalyst since 2004 for better
products, services, communications
and experiences.
A unique research process with
unparalleled access to experts to
identify and develop new business
opportunities.
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PSFK
FASHION DEBRIEF
DYNAMIC FASHION THROUGH ADAPTIVE DESIGN
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PSFK
TRAVEL DEBRIEF
SUB
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PSFK
TRAVEL DEBRIEF
OPTIMIZED EXPERIENCE AT EVERY STAGE OF THE JOURNEY

10. #13 TRAVEL DEBRIEF
OPTIMIZED EXPERIENCE AT EVERY STAGE OF THE JOURNEY
@PSFK | #TravelDebrief
SUMMARY PRESENTATION