The 2019 Skift Forum Europe brought together more than two dozen of the industry’s top executives for a series of thought-provoking discussions about the future of travel in the region and around the world.

One of the key themes from this year’s event was the continued evolution of marketing in the travel industry. According to the findings of a recent survey of industry CMOs, completed by Accenture, a growing consensus of travel stakeholders believe that it’s more challenging than ever before to reach and influence travelers. These difficulties are the result of a number of factors, including changing notions regarding loyalty and the growing power of online travel agencies in the shopping and buying process, among others.

But regardless of the cause of these challenges, more and more travel industry executives now agree on a path forward. In order to survive and thrive in this new marketing environment, they will need to evolve their organizations to become more customer-centric and create more engaging experiences for customers.

How will they make this possible? What steps are already underway? In this conversation between Miguel Flecha, managing director & European lead of Accenture Travel, Remy Merckx, vice-president of digital at Radisson Hotel Group, and Jeremy Kressmann, research editor for SkiftX, we learn more about how Radisson is finding its way in this new era of digital travel marketing.

Check out the video above to view the full conversation.