Chris Nurko, the global chairman of FutureBrand Worldwide, spoke earlier this month at the Skift Global Forum.
Nurko’s talk “The Rise of Smart Design in Travel,” drew upon his company’s experience as one of the world’s leading creative consultancies for brand expertise to explore how smart design will inform the future of travel.
Drawing from real-world examples, as well as the Jetsons and Wall-E, Nurko laid out where brands are meeting the evolving needs of travelers and where they fall short. “They forget that the brand is as important internally as it is externally,” he told Skift earlier this year. “And it isn’t about words and pictures, but rather it is about ideas, experiences, affinity and actions.”
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His talk is in full below.