Earlier this year, Skift reported that one of the biggest challenges that the travel industry faces today is fragmentation. The guest journey spans a series of interactions and touchpoints, across marketing channels and devices. Consumer and business travelers are self-directing their own research rather than relying on travel agents — key sources of information in an age before OTAs, social media, and countless influential publishers.

The travel landscape is undergoing a profound evolution in that traveler shopping journeys are spanning multiple devices. Year after year, mobile’s share of bookings continues to increase. Be prepared for the marketing technology landscape to continue shifting. Your true optimization and engagement potential may surprise you.

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