Reimagining the enterprise

People feel deeply emotional about travel. While banking, shopping and similar experiences are important and personal, discussions about miles, suite upgrades and boarding privileges tend to strike a deeper cord. Over the past 20 years, the global travel industry has been at the vanguard of digital innovation. And it is also leading the way in terms of ecosystem evolution. But the industry’s technological leadership has become a two-edged sword. By leading with experience, the industry has conditioned its customers to expect experience leadership. And customer expectations are destined to become more comprehensive and demanding. By embracing the philosophy of Digital Reinvention, the travel industry can work to sustain its momentum by meeting and eventually exceeding travelers’ most personal aspirations and deepest desires. 

Featured findings

63 percent of surveyed travel industry executives report tht traditional value chains are being replaced with new value models - IBM
Half of surveyed travel industry executives indicate that boundaries between their industry and others are blurring - IBM
57 percent of surveyed travel industry executives say that competition from new and unexpected sources is beginning to impact their businesses - IBM

About the authors

Greg Land

Greg Land
IBM Global Segment Leader, Hospitality and Travel Related Services
IBM Global Markets

Anthony Marshall

Anthony Marshall
Research Director, IBM Institute for Business Value

Brian O’Rourke

Brian O’Rourke
IBM Global Segment Leader, Airlines 
IBM Global Markets

Steve Peterson

Steve Peterson
Global Travel and Transportation Lead
IBM Institute for Business Value

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