Travel brands must learn to decode consumer desires
Consequently, the true challenge facing the travel and tourism industry is to understand the mechanics of the human mind, and the complexities of our desires, as well as and how it reacts to social, technological and economic stimulus.
Travel and tourism brands are being forced to evolve to prioritise the desires of the consumer over their own operational needs, writes Lazar Dzamic, planning director at Kitcatt Nohr Digitas.
The great Indian leader Jawaharlal Nehru once remarked, "There is no end to the adventures we can have if only we seek them with our eyes open."
Within the ever-evolving travel and tourism industry, just over 1bn people are doing exactly that. But what are they looking for?