Packaging, especially in Europe, has been shifting away from its traditional model for the best part of two decades - essentially since travel embraced the web.
The first major step was the introduction of dynamic packaging (allowing users to bundle their own flight with a hotel, rather than the prescribed deals organized by tour operators) - a move that sealed the long-term future of the bedbanks and accommodation suppliers.
Recent years have seen other elements of the industry get in on the act to a greater degree, such as airlines with their branded holiday products.
There are further developments in the pipeline, too, with the addition of tours and activities or bundling vacation rental properties with flights.
Google is also very interested in the world of packaging, playing its hand with the help of tech providers such as Peakwork.
These issues are discussed here in this session from Phocuswright Europe 2018, with the following execs joining Phocuswright's Dirk Rogl:
- Jan Gerlach, CEO and Peakwork
- Eric La Bonnardiere, CEO at Evaneos
- Jan Valentin, former senior vice president of strategy and corporate development at Kayak
Watch the full session...
Executive Roundtable: The Future of Packaging