The Travel Industry Embraces a New Digital Mindset

For those of us able to make it through to the final day of the 2018 Adobe Summit, the Travel & Hospitality Super Session was definitely a treat (figuratively and literally).  Julie Hoffmann, Head Industry Strategy & Marketing – Adobe Travel, lead a great discussion that took us through some of the general trends we’re seeing in digital, some specifics that are impacting the travel space and a few key case studies.

She made it very  clear, that to be successful in this day and age, companies need to understand the full customer journey across digital and non-digital touchpoints, use that insight to enable a design driven organization and have the right measurements in place to accurately track the ROI they’re getting from their digital programs.  And, of course, Adobe’s enterprise cloud solutions can enable them to achieve all of these.

Digital Mindset


The travel industry is seeing some relatively unique shifts when it comes to expectations for digital.  Trends are showing that younger demographics have a much higher expectation for their travel experiences, including capabilities like the full replacement of paper tickets, luggage tracking, and keyless entry for hotel rooms.  Smartphones are imperative to support these expectations during a trip, but are starting to become used more during the inspiration and planning steps of the journey. Mobile experiences and analytics look to be the top investment areas over in the coming year for any company looking to stay relevant in this ever evolving market.

There are many brands capitalizing on the mindset that digital is not just a technical capability, but an integral aspect within the customer journey. The “Experience Makers” in the travel industry continue to set a high bar for their competition by providing their customers truly memorable experiences and we here at Isobar are helping our client solve their complex business challenges through our marketing, ecosystems and products offering.