Why digital transformation in travel is more than a tech upgrade

Despite rapid advances in travel technology, there is widespread belief that outdated infrastructure, siloed systems and rigid legacy architectures are holding back progress, leading to costly inefficiencies and broken customer experiences across the travel value chain.

In a discussion in the PhocusWire studio at Phocuswright Europe, Archana Yadav, executive director of strategic transformation at Ubique Digital, discusses what it takes to move beyond patchwork fixes toward a truly traveler-centric commerce model. 

Yadav explains how Ubique Digital works with travel companies to reimagine their architecture and operations by rethinking how identity, culture and orchestration come together to power smarter commerce.

She also unpacks common myths about digital transformation and shares a vision of travel that is context-aware, emotionally responsive and seamlessly modular. Watch the full discussion below.