Growth in the travel industry is elusive and increasingly harder to achieve.

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THE RACE
TO REAL-TIME
TRAVELBECOMING A LIVING BUSINESS

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GROWTH IN THE TRAVEL INDUSTRY IS
ELUSIVE AND INCREASINGLY HARDER TO
ACHIEVE
Continued disruption from industry “ants” and “wolves” challenges traditional
players
v v
ANTS
Low Cost Carrier growth is 18-22%
across regions vs, full service
carrier growth 4-12%
*Accenture Strat Study
WOLVES
Google’s Travel Business already
twice the size of Expedia’s
AirBnB valuation at $31B

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3
18%
6%
7%
2%
3%
64%
31%
25 CEOs
8 Chief Strategy
Officers
9 Chief Customer
Officer
4 Chief Marketing
officers
3 Chief Sales
Officers
88 Other Travel
leaders reporting
directly to C-level
TOTAL
RESPONSE
YIELD: 137
PARTICIPANTS
• Director/Manager of
Customer Service/Customer
Experience/Account
Management
• Director/Manager of Marketing
• Director/Manager of Operations
• Senior Vice President
(SVP)/Vice President of
Marketing
• SVP of Customer Service/
Customer experience
• SVP/VP of Operations
• SVP/VP of Sales
• Director/Manager of Sales
• Business Unit Lead
TRAVEL LEADERS DIRECTLY REPORTING TO C-
LEVEL:
THE FOLLOWING GEOS WERE REPRESENTED:
• Australia
• Canada
• China
• France
• Germany
• India
• Italy
• Spain
• Switzerland
• UK
• US
• Other
WE SURVEYED 128 TRAVEL COMPANIES
A SURVEY FIELDED AUGUST 2017 TARGETED SENIOR EXECUTIVES
WITH PORTFOLIOS THAT INCLUDE CUSTOMER EXPERIENCE
Airlines Hospitality Travel Services
INDUSTRIES REPRESENTED
44 47 38
*Note: Hospitality includes Cruise Lines and Casinos
Travel services includes Car Rental and OTA’s

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GROWTH IS ELUSIVE, MUCH HARDER
TO ACHIEVE.
C-Suite Leaders Believe More than Others that Past Approaches Fail
PRESSURE IS ON
TO FIND NEW
APPROACHES Business reinvention is required
to be successful in today’s context
Travel C-suite and other travel leaders disagree…
91% 65%
OTHER
LEADERS
TRAVEL
C-SUITE

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TO BE HYPER-RELEVANT, COMPANIES MUST EMBED
VITALITY – THE HALLMARK OFALIVING BUSINESS
5
Five Capabilities Enabling Vitality
Sustain
Infuse a mindset that keeps
customers at the core
Living
Business
Target
Balance core and
disruptive growth initiatives
Connect
Plug into a broader set
of ecosystem partners
Design
Develop products & services
as hyper-relevant platforms
Build/Iterate
Prototype and scale new and
innovative experiences