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.