Sounding Off

Interview / Online

Sounding Off: Reality checks for brand loyalty

By PhocusWire | November 8, 2019

Apple has got to be one of the best examples of the modern brand loyalty concept, but what came first: product or brand? Read More

Interview / Online

Sounding Off: Let's face it - Instagram isn't real

By PhocusWire | November 1, 2019

Travel companies also need to think about how responsibly they are behaving and the message they are sending to their traveling customers. Read More

Interview / Technology

Sounding Off: In travel, better doesn't always equal disruptive

By PhocusWire | October 25, 2019

"Better" is different to what has come before. It builds on previous developments or goes in a different direction, but has it really turned things on their head, is it groundbreaking? Read More

Interview / Online

Sounding Off: Reviews should be about quality, not quantity

By PhocusWire | October 18, 2019

The narrative around reviews has completely changed. It's no longer about volume but relevancy - something that is much harder to do. Read More

Interview / Startups

Sounding Off: Big opportunities for travel startups must carry a warning

By PhocusWire | October 11, 2019

Dangling the glories of others in front of startups is a powerful, motivating force for any new business. Yet it must be tempered with ensuring a founder's feet are kept firmly on the ground. Read More

Interview / Technology

Sounding Off: It shouldn't be all about the OTAs (but it inevitably will be)

By PhocusWire | October 4, 2019

OTAs are playing a complicated game of strategic, corporate chess that has an impact on every part of a sector, be it tours and activities, hotels or something else. Read More

Interview / Online

Sounding Off: Embrace digital disruption, or suffer a fate like Thomas Cook

By PhocusWire | September 27, 2019

Thomas Cook's demise will eventually be seen as one of the biggest illustrations in the history of the industry that a strategy that doesn't recognize change will never work. Read More

Interview / Technology

Sounding Off: A new travel sheriff is needed but will be hard to find

By PhocusWire | September 20, 2019

It won't be easy bringing every element of the industry together to take a tech-led approach to sustainability and other issues in destinations. Read More

Interview / Online

Sounding Off: Don't forget that travelers still make choices in-destination

By PhocusWire | September 13, 2019

Search marketing, YouTube video content, broadcast radio and television ads, billboards, printed media, etc - all there to take and accommodate travelers. But there's a lot of marketing activity... Read More

Interview / Online

Sounding Off: Travel marketers have their work cut out for them - for good reason

By PhocusWire | September 6, 2019

Is taking an ethical approach in marketing enough? Or are consumers so jaded by any brand promoting any product that how that product is advertised doesn’t matter? Read More

Interview / Technology

Sounding Off: Shiny and new doesn't always mean it's better

By PhocusWire | August 30, 2019

Revolutionary changes to how this industry operates are not always the best and most successful routes. Evolution is a far better process. Read More

Interview / Online

Sounding Off: As a founder, don't be an arrogant technologist

By PhocusWire | August 23, 2019

The trappings of the common startup founder are plentiful. But thinking it through from the beginning can help avoid problems further down the line. Read More

Interview / Online

Sounding Off: True innovation in business travel is more than cosmetic

By PhocusWire | August 16, 2019

The number of startups targeting the corporate travel market in recent years is interesting. It is a sector full of pain points and frustration for business travelers and those trying to manage their... Read More

Interview / Online

Sounding Off: Damaging trust can take years to rebuild

By PhocusWire | August 2, 2019

CEOs walk a communications tightrope, where a loose word or two can trigger doubts in the minds of consumers that can last an age in business years. Read More