Summary
- Maturity levels of core marketing and commercial business functions
- How and where technology innovation is changing this landscape
- Benchmarking against industry innovators and leaders
Purpose and benefits
- A full view of how the travel and hospitality industry is innovating, or lagging behind, in different business functions
- Comprehensive performance benchmarking tool
- Opportunities to exploit and develop, and the expected business impact of these investments
- The practices of leaders and which strategies bring fast and meaningful change
What will you learn?
- Which business functions are the value drivers
- How different commercial disciplines are evolving
- The impact of technology innovation and digital disruption on key business functions
- Implications to take into account from rising digital maturity – both from consumers and brands
- The areas of marketing and commercial divisions that require the most attention at different key stages of an economic cycle
- Changes in industry structure and market dynamics that are impacting the key challenges hospitality businesses need to tackle
- Future operating norms and how these new normals need to be addressed
- The potential benefits presented when exploiting opportunities across different business functions, at different stages of maturity
- The behaviours, characteristics and strategies of industry leaders and fast innovators, and how these operating models can be adapted and applied
Scope of research: For all major sectors of the travel and hospitality industry across sales, marketing and commercial functions including loyalty, distribution, retailing and merchandising, pricing and revenue and data analytics.
- Function maturity levels
- Performance benchmarking
- The impact of investment and development across different disciplines
- Market and industry dynamics
- Future trends
- Digital maturity impact and opportunities
- Knock-on effects of innovation
- How to prioritise areas for investment
- The pitfalls to avoid