I recently met with the CEO of a major global hotel chain who, not surprisingly, was concerned about the months ahead. His biggest worry? The race to capture demand as people start to travel again.
Ready for ready, set, go?
This CEO is not alone. The travel leaders I meet with across sectors are laser focused on attracting travelers in the new demand landscape.
Some players are offering large discounts and offers both on their own channels and through third-party channels, which is happening despite high commission costs.
Others are sticking to traditional channels to open up inventory without any special offers. They are betting on the people with money burning a hole in their pockets from a year without travel to plan trips without skimping on expenses.
While these approaches have their advantages, neither fully positions travel companies for a sustainable recovery and return to growth. What’s needed is a more considered approach that combines these strategies with the key…
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