The digitalization of the travel sector cannot be ignored and is accelerating - not least due to the COVID-19 pandemic.
Outside forces - consumers, Big Tech - are pushing travel brands to rethink how they operate, whether it be changes to location data requirements or to how travelers want to search, book and experience a trip.
But there shouldn't be shrug of the shoulders ("we run things perfectly as it is right now" - to paraphrase the refuseniks) or a belief that consumers will return to their old ways once the crisis fully subsides.
The pandemic has altered behavior forever.
To discuss these trends and more, Adara's Zeek Coleman spoke as part of a Tech Talk at The Phocuswright Conference 2021 last November.
See the full presentation from Coleman below.
Tech Talk: Adara - Zeek Coleman - The Phocuswright Conference 2021