IBM’s deep-dive investigation of online travel distribution reveals a complicated, disconnected collection of systems that are limping along, falling far short of customer expectations, and ripe for a single-category intrusion. A key cause of the dysfunction, says IBM researcher Steven Peterson, is chronic underfunding of brand development by travel providers.
Travel Weekly PLUS is the first publication designed to support the travel industry’s leaders with unique and stimulating content that informs, illuminates and inspires. Fire up your thinking. Subscribe today to gain access to a steady diet of fresh perspectives and innovative insights.