Yet too many travel businesses are not currently set up to support this evolution. Instead, they are stuck using legacy methods of building marketing campaigns around specific channels or devices. In fact, when a brand develops a channel-specific campaign without integrating it with other efforts, they miss the chance to create the type of holistic, seamless experiences that are essential to meet the expectations of today's consumers.
To escape this trap, travel providers need to rethink how they design, execute and measure campaigns. Rather than asking "What is the right channel for our campaign?," they should instead ask themselves, "What isn't a channel for our campaign?" More than likely, the answer is very little.