Chris Nurko, the global chairman of FutureBrand Worldwide, spoke today at the Skift Global Forum.

Chris has created, directed and launched over 50 new-to-market Brands, products, services and Brand Experiences working with famous companies including Strauss, Bacardi, British Airways, GlaxoSmithKline, Hilton, Unilever, Foot Locker, General Mills, Sainsbury’s, Mars, Nokia, Volvo, and Wizz Air.

Nurko’s talk “The Rise of Smart Design in Travel” looked at successful designs from travel brands. Here are four things we learned:

  • “All of our future view of travel is shaped by popular media. We frame the future based on entertainment.”
  • “The future of smart travel is the intersection of technology, utility data and experience.”
  • “All brands need to have a millennial engagement strategy. The 8 principles of millennials are as follows: (1) Recognize and acknowledge me, (2) “What’s in it for me?” business relationship, (3) data about “me” is valuable, (4) reward and incentive me, (5) I have the power and choice, (6) I expect seamless perfection, (7) service is at my discretion, and (8) I expect to be inspired.”
  • “Smart travel brands will (1) believe and communicate in utopia more than dystopia, (2) use technology to make me feel smart, involved and give me more control, and (3) create a brand ‘experience’ in the hand, heart and mind of the user.”

Keep track of all the activity at today’s Global Forum by bookmarking our #skiftforum tag.


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Tags: futurebrand, sgf2014, skift global forum

Photo credit: Chris Nurko speaking at Skift Global Forum in New York City on Oct. 9, 2014. Skift

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