Skift Forum Europe 2020

Everyone is looking for their competitive advantage in the post-Covid crisis landscape. TUI may find its own in the very thing it's been offering for years: end-to-end packaged tours, with full control over the experience.

The coronavirus crisis has given new meaning to traveling like a local. Brands are trying to figure out how to market to travelers when they actually are the locals.

Booking.com's Arjan Dijk gave a feisty interview at Skift Forum Europe, touching on his skepticism about Airbnb CEO Brian Chesky's bold predictions about the future of travel, the marketing strategies of his competitors, and whether aid programs for the industry make sense.

Startups should take note of venture capital firm Lakestar's vision of what makes a travel company successful if they want to emerge stronger in the post-Covid world.

You've heard other online travel companies talk about the "connected trip." But Tripadvisor focuses instead on the "considered trip" as its north star. CEO Steve Kaufer said engaged travelers, who use his brand to plan all parts of a trip, are his top target.

Luxury travel brands may see a customer looking for a deeper experience when travel picks up after the pandemic. They will be there to serve.

GetYourGuide's Johannes Reck is underplaying the Google threat in tours and activities. Sure, Google has much larger priorities, but how much will it cost to build the GetYourGuide brand with Google controlling the airspace?

European tourist organizations should use coronavirus as an opportunity to solve overtourism concerns. But going overboard may ultimately do away with the economic benefits of recent years that put much-needed funds into both local and national coffers.

The hotel sector is nothing if not inventive, and IHG and Accor have bold ideas to take advantage of what's shaping up to be a mostly domestic summer season.

All the recent search-and-booking activity for historically less-visited destinations will make it easier for them to justify marketing expenditures even after the pandemic wanes, says Expedia's Cyril Ranque. Could be true, given the curious logic of algorithms.