People feel deeply emotional about travel. While banking, shopping and similar experiences are important and personal, discussions about miles, suite upgrades and boarding privileges tend to strike a deeper cord. Over the past 20 years, the global travel industry has been at the vanguard of digital innovation. And it is also leading the way in terms of ecosystem evolution. But the industry’s technological leadership has become a two-edged sword. By leading with experience, the industry has conditioned its customers to expect experience leadership. And customer expectations are destined to become more comprehensive and demanding. By embracing the philosophy of Digital Reinvention®, the travel industry can work to sustain its momentum by meeting and eventually exceeding travelers’ most personal aspirations and deepest desires.
Whether due to the astounding success of customer affinity programs or, perhaps, because of something unique about the travel experience, people have…
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