The travel industry is evolving at a frenetic pace across Europe. Consumer expectations are rising as perceptions about what is possible continue to be influenced by innovative technologies and new business models.
Suppliers can no longer rely on the traditional definition of "target audience," as concepts like social media and the sharing community blur lines previously defined simply by geography or language alone. The status quo has been challenged by new distribution opportunities that increasingly leverage online and mobile.
A combination of forces is driving Europe's travel industry stalwarts to reassess their strategy and check their old business models at the door.
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