Travel Tech Essentialist #145: Keep it Human
Today’s newsletter covers, among other topics, the importance of proving human authenticity amidst rapid innovation, seizing the opportunity when your Super Bowl moment arrives, the rising demand for LLMO professionals, and strategies for building the travel company of the future. Have a great week, everyone!
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0. The most clicked link in the previous newsletter
The most clicked link in Travel Tech Essentialist #144 was Reza Sixo Safai’s adaptation of the iPad Pro ad, playing it in reverse [link].
1. Be Ready for Your Travel Tech Super Bowl Moment
Back in July 2021, I wrote about the importance of travel startups having a strong “Why Now” and asked readers to share examples fitting any of the "Why Now" categories I mentioned. Three years later, I received a response from Jose Luis Vilar, Co-Founder and Chief Product & Technology Officer at Caravelo, which you can read in this guest post: Seizing the Moment in Travel Tech. Jose Luis highlights startups such as Deal Engine, bob, and Caravelo that could ride powerful Why Now waves.
2. LLMO (LLM Optimization) professionals will be in high demand
Search experiences are moving from link-based answers to direct natural language responses. Marketers will now need to make sure that their brands are presented for relevant prompts and described accurately.
With new challenges come new opportunities. Just as the science of search engine optimization, or SEO, emerged during the era of browser-based searching, a new science of LLM optimization or LLMO, will now emerge — and marketers need to take advantage of it. — Harvard Business Review
In the article How Marketers Can Adapt to LLM, Harvard Business Review discusses how LLMOs can optimize content, strategically add key text sequences, and manage brand representation across multiple LLM platforms to improve visibility and accuracy in LLM-generated responses.
3. Building the travel company of the future
Social media influencers, online reviews, and targeted ads have become major drivers of travel planning, presenting challenges for airlines and hotels. Yet, some are thriving by embracing rapid innovation and adaptation. BCG's three-year study, Building the Travel Company of the Future, highlights how AI, agility, and innovation are crucial for success in the travel industry. Leaders excel by delivering digital-first journeys that surpass customer expectations, demonstrating commercial excellence with expertise in dynamic pricing and personalized marketing, establishing new standards in travel efficiency through operational innovation, and enhancing resilience with zero-based budgeting and streamlined procurement processes.
4. Counterintuitive tips to enjoy your vacation
Jeff Galak, a professor of marketing at Carnegie Mellon University, researches what makes people happy with their consumption habits. Based on his research, he suggests that for a more enjoyable vacation, you should not plan too much, do less of what you usually like, take a break from enjoying yourself, and make yourself do things that are actually uncomfortable. Read + WSJ.
5. Proof of Human
Scott Belsky writes about the rapid pace of displacement of startups in The Law of Displacement Speed & Leveraging Artifacts of Humanity. He writes that fast-paced innovation leads either to commoditization or platform-level displacement and that authenticity becomes crucial in the middle of this chaos. "Artifacts of humanity," such as unique, human-created elements in digital content, gain importance. He emphasizes the role of Content Credentials in verifying authenticity, enhancing trust, and showcasing the human effort behind creations. This is highly relevant to the travel sector. When travelers know they can trust the reviews, images, and descriptions they see, it enhances their overall experience and satisfaction. While in the future, humans may forge a deep connection with AI, for now, human-human connection still reigns.
6. Travel photos + creative illustrations
A creative mix of travel photos and illustrations put together by Seedily.
7. Dogs flying high at 35,000 feet
In what could mark a new bar for first-world problems, Bark Air launches a private jet service tailored for dogs, with inaugural routes from New York to Los Angeles and New York to London. One-way tickets are priced at $6,000 and $8,000, respectively, covering one dog and one adult passenger. The service features luxury amenities such as car service, concierge assistance, and a crate-free cabin where dogs can relax on seats or play. The VIP (Very Important Pets) experience also includes calming aids, treats, and specialized dog beverage and meal services. The airline already took its first flight from NY to LA, and it was sold out. Bark Air's first international flight from NY to London will take off on May 30 and is also sold out. Read + The Points Guy and see Bark Air’s introductory video.
8. Fifty Years
Well, the second photo is in a train, not a plane, but fair point (unless you’re a dog flying in Bark Air).
9. Do not complain
Sahil Bloom’s most important rule for life is not to complain about anything. If it’s within your control, do something about it. If it’s not, complaining is just a waste of energy. It's an important reminder nowadays, as complaining and pointing fingers seem to be the new Olympic sport.
He who blames others has a long way to go. He who blames himself is halfway there. He who blames no one has already arrived. — Chinese proverb
10. M&A, and Deals
France-based Travelsoft acquired three travel tech companies: Spain-based TravelgateX, which offers a tech platform that connects travel suppliers with sellers; UK-based Atcore Technology, a reservation and inventory platform for tour operators, and Romania-based Travel Connection Technology a tech platform to integrate contracting, inventory management, sales channels, booking management, and financial accounts. Read +.
Montreal-based global ground travel booking platform Busbud acquired South Africa-based Ratality to integrate its revenue management optimization software. Read +.
Frank Reeves, co-founder and former CEO of Avvio, launched a €5 million fund called Voyria to invest in early-stage hotel tech startups across Ireland and the UK.
PS. Community Poll
Last newsletter’s poll asked who the main winners would be in the $105 Billion bill for US Air Travel improvements). Airlines and Airports came in first, with 41% of votes. Passengers (the supposed beneficiaries of the bill) came in last, with 8% of the votes. Full results.
On to this week’s poll, influenced by #8 above…
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Mauricio Prieto
Great one! Love the article about have to have a great vacation 😂. You got to respect someone who takes a book to a nightclub in order to avoid hedonic adaptation.