Insights and news

Attention and Personalisation are how I’d sum up the key challenges for travel brands right now. Whilst it’s great to see travel thriving, it’s by no means an easy ride. Our travel clients are having to navigate significant shifts in consumer behaviours and expectations. Mass market travel brands and budget brands, it’s very much about Attention right now – standing out from the crowd and then delivering on the basics of convenience and price. For the luxury end, it’s also about Attention, but Personalisation is equally important.

Building a killer brand isn’t always top of the priority list for B2B businesses. Whilst some business brands have moved on considerably towards more human-centric communications, we still see so many falling into generic brand tropes – ‘we’ve got you covered’, ‘beside you all the way’ etc etc.

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