Commercial Creativity in Travel, Tourism, and Leisure: Beat the Fear of Failure

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Welcome to the faster future, where your monetization machine needs to run at a 100x higher speed. But are travel, tourism, and leisure companies bold enough to put their commercial creativity to the test? We caught up with Dimitris Hiotis, Alexander Frank, and Miguel Afán de Ribera to find out.

Dimitris, your Travel Trends 2021 Study indicated considerable pent-up “travel revenge” demand for this year. As we make our way through 2021, do you see this travel revenge playing out as you expected?

Dimitris: Since the previous survey, some countries have up to 50 percent of their populations vaccinated. Last year we saw staycations being a key trend for holidays, which will continue this year, but there's also going to be more international, last-minute action. For example, once the UK…