The shifting distribution landscape - how technology and consumer behaviour is reshaping travel distribution

Social media, advances in booking technology and shifting consumer behaviours are coming together to fundamentally alter the way travel works - reshaping everything from how and when travel decisions are made to the industry's advertising, booking and distribution pipelines. Social media and specialist online travel communities have not only become the go to places for travel inspiration and planning, but as these platforms increasingly facilitate direct booking they are becoming embedded into the commercial landscape. This previously linear distribution journey has become fragmented and increasingly complex, creating immense retail opportunities but also leading to industry-wide changes to distribution and marketing strategies.