Marketing Challenges for the Next Decade

Abstract

[Excerpt] The changes affecting (or afflicting) the travel industry are no secret. The industry faces broad-based globalization of its business, deregulation of industries and markets, privatization of state-owned assets, and revolutionary technological advances (as described in the preceding article). Those changes are affecting the industry in ways that are only now becoming apparent. If business operators are to succeed in such an uncertain environment, they need to anticipate and, when possible, lead their firms into new opportunities as a result of this analysis.