Supercharge your communications


for the travel tech landscape Karli Barokas is managing partner of Finn Partners, a global


agency serving travel tech clients across the US, EMEA and APAC


There is no doubt that technology innovation has propelled the travel industry forward. In the past several years, tech has moved from an enabler of travel to a disruptive agent of change. The way we plan, book and experience travel is being transformed by AI, biometrics, blockchain, data analytics, virtual and augmented reality, and a host of other technologies. While this rapid pace of change has left some companies


wondering where to go next, it has also created opportunities to gain an advantage in this dynamic market. Whether you’re a startup or an established brand at the forefront of travel tech, here are five key strategies to ensure your company’s message breaks through the noise to earn you that coveted competitive edge.


1


LEVERAGE STORYTELLING THAT SOLVES PAIN POINTS


Storytelling that addresses pain points – such as antiquated booking options, lack of personalisation or outdated expense management processes – is a powerful way to engage customers and other stakeholders. Steve Singh, investor and chairman of travel management company Direct Travel, sets a good example of this strategy in his vision for The Perfect Trip. This approach addresses how a modern technology stack, combined with exceptional service, can meet the changing demands of businesses and their travellers.


2


OWN YOUR DIFFERENTIATION If you’ve carved out a unique space in the travel tech market,


such as group, luxury or green travel, become the voice of that sector. It’s better to own a segment than try to be everything to everyone. Over time, you will become the go-to resource for industry insights.


There are many technologies creating profound ripple effects in travel. One example is AI, which is delivering new levels of personalisation, efficiency and real-time decision-making. From optimising flight routes to predictive maintenance and enhancing customer service, AI is


3


revolutionising how travel companies operate. Media, travel managers, online travel agencies


and other stakeholders are hungry for expert insights on the impact of industry-wide shifts and how they can be leveraged.


4 5


DRIP-FEED DATA-DRIVEN INSIGHTS Data insights offer brands the opportunity to build credibility,


authority and trust. Companies and organisations that share insights from surveys or proprietary data on a consistent basis can create a groundswell of buzz. Over time, stakeholders will start to eagerly anticipate findings. Travel tech companies should focus on data insights that add a new dimension to existing industry conversations, reveal shifts in trends or identify emerging opportunities and challenges that will impact the industry.


PRIORITISE USE CASES OF TECH IN ACTION Showcasing real-world use cases humanises a brand


and provides social proof. With technologies such as AI disrupting the status quo, seeing and hearing from everyday customers can inspire confidence in this new wave of travel tech offerings. Real-world examples enable potential customers to envision how tech will improve their own travel experience.


Together, these strategies will prime your company for success as travel technology continues to evolve.


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