Both internationally and within just the USA, the travel industry has been subject to various successes and failures, often owing in part to socio-political instances, in addition to other factors.
With the help of some contributions from team member Dean Minett, we hope to grill founder Marc Italia, as well as VP of corporate development & strategy Marco Antonio Soriano to provide you with invaluable marketing and business advice.
Whilst Italia has “been in the hotel, casino, resort and travel sectors for near on 30 years”, they are both involved with a company called Airstayz, which is a tokenized blockchain-based hotel company, one which seeks to be the next stage in the evolution of modern tourism organizations / innovators,
“Not just at the point of destination i.e. the Hotel (and the room is a Guests sanctuary when traveling) … but across the travel experience, from searching, booking, pre-arrival, arrival, staying, to post stay, and re-booking.”
We believe that the advice contained throughout this article will be valuable to you no matter your sector. From tourism and travel based applications (like Airstayz), to permanent settlement (a la US immigration-focused organization Passright) and many other fields of business.
Italia foresees great potential in the future of the tourism trade, and believes that “we are on the cusp of change and transition and transformation.”
“In 10 years, a lot will change for guest and hoteliers… Service, security will still be paramount… [as well as] technology.”
- Choose Your Industry and Sub-Sector Wisely…
This may not come as a surprise to some of you, but the most valuable solutions are often also the simplest.
Marc Italia stresses the importance of careful consideration when deciding which exact market your company or project will enter, and he compares the sector of Airstayz (travel and hotels) to more transient trades…
“It’s not a hula hoop or yoyo; fads that come and go”
Rather, that of Airstayz is more akin to trades that appeal to universal human needs, such as modes of transportation or communication. Those which have historically proven themselves more than able to stand the test of time.
- … Then Redefine it
Italia continues to clarify that there is always “a fine line between evolution and revolution…”
“[for] modes of transport, however, [there’s] usually a quantum leap in some technology and infrastructure that links into the next iteration [of industry].”
The former seems to be revolutionizing almost every sector available at present, whilst the latter has already had a strong impact on the travel sector in question.
Team member Dean Minett states that “Indeed, the sharing economy has grown far beyond what I am sure the founders of Airbnb had planned to the point where it is now another commercial enterprise run mostly by commercial operators.”
“This leaves room for other disruptors to come in, and disrupt again”
- Prepare (for Scale)
Much like point number one on our list, scalability is as important as it is deceptively simple. In fact, Marco Italia goes as far as to claim that “growing and expanding with [your] vision, and not necessarily attracting sufficient capital when [you] need it” is one of the greatest challenges he sees not only for his own sector, but others also.
The proof here is in the pudding, as Airstayz is comprised of several layers. All of which both are foundational and conceived in careful consideration of the organization’s targeted audiences, potential partnerships, and future growth.
These are services and tools which include concierge APIs (which will encourage adoptability amongst hoteliers) and digital keys / keyless booking solutions (to improve customer service by evolving exceptional technology and user experience).
So, we’ve covered three of the most important areas with Marc Italia so far. If there was any advice to be added by his colleague Marco Antonio Soriano (and this one particularly applies for CMOs) it would be to “stop using the word digital. The word is causing enormous problems in clients and agencies and the work we’re getting…”
“In the old days when someone did print and billboard ads, no one was called a ‘paper marketer’ as yet one is called a ‘digital marketer’ today.
“The word digital moves the focus to clicks and likes, rather than customers, and is used heavily in briefs sent to agencies, leading to 300 social media ideas, and clients asking for something that will ‘go viral.’…
“[Also,] write a brief about your customer and business results you hope to achieve… talk about target audience and how to sell to them.”
If this article has piqued your interest just what the experts behind this advice are up to right now, check out the official Airstayz website and / or the upcoming app for iOS and Android.
Whilst there’s no public whitepaper at present, their site contains tons of valuable information such as details on their team, keyless entry technology, hotels, and more.Opinions expressed here by Contributors are their own.