The 2019 Phocuswright Europe theme explored travel's Empires on Edge. Dominant and entrenched travel brands have aggregated the content, established the trust and amassed the war chests to defend against upstarts. They have acquired their way up the funnel, across the globe and into the trip experience. But sprawling empires fracture more easily than one might expect … these empires are on edge. Despite their commitment to constant innovation, they are prone to the perils of even bigger creatures, or more innovative upstarts. No matter your size, you still have to grow. The market demands it. For the dominant travel brands, what’s their next act? And who is waiting in the wings to be next?
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