Download a full version of the report at: www.psfk.com/report/future-of-travel-2016 The second volume of PSFK’s Future of Travel focuses on innovation throughout the discovery and booking stages of a journey. We leveraged our cross-disciplinary expertise to provide lessons for travel from the tech, retail, media and travel industries. The resulting document is meant to inspire travel brands as they look for opportunities to refresh their services to better meet the realities of the modern traveler. Featured within the roughly 40 page report, readers can find: –8 Key Actions for Travel Retailing Success –10 Trends Shaping Travel –Best Brands In Travel Index –5 Services To Help You Travel Like A Local –3 Travel Scenarios Bringing These Trends To Life –Supporting Stats and Expert Quotes –Implications For Better Travel Experiences If you are interested in seeing a presentation of this report or would like to understand how PSFK can help your team ideate new possibilities for your brand, contact us at sales@psfk.com Vol. 2 | Published November 2015 All rights reserved. No parts of this publication may be reproduced without the written permission of PSFK Labs.

1. LABS
THE FUTURE OF TRAVEL
Vol. 2 | Published November 2015
SUMMARY
VOL. 2 | PLANNING AND BOOKING

2. The second volume of PSFK’s Future of Travel focuses on
innovation throughout the discovery and booking stages
of a journey. We leveraged our cross-disciplinary expertise
to provide lessons for travel from the tech, retail, media
and travel industries. This roughly 40 page report includes:
– 8 Key Actions for Travel Retailing Success
– 10 Trends Shaping Travel
– Best Brands In Travel Index
– 5 Services To Help You Travel Like A Local
– 5 Travel Scenarios Bringing These Trends To Life
– Supporting Stats and Expert Quotes
– Implications For Better Travel Experiences
– Plus a 30+ Page Full Presentation Deck
Download the Future of Travel 2016 Report at:
psfk.com/report/future-of-travel-2016
Access all PSFK Debriefs and Reports at:
psfk.com/membership
GET THE FUTURE OF TRAVEL

3. PIERS FAWKES
Founder & Editor-In-Chief
PSFK.com & PSFK Labs
Travelers today are looking for an intuitive, rapid and personalized experience.
They understand the trail of contextual data that surrounds them and they
expect the smartest travel brands to leverage those data to serve them
appropriately.
Hoteliers, airlines and other travel companies have to build intelligence systems
that understand context and build bespoke recommendations leading to sales.
They need to leverage historical, behavioral and
situational traveler data in real-time to develop engaging, informative
recommendations that help travelers access the right information at
the right time whether looking for travel prices or envisioning their
desired destination.
Based on robust research, the Future of Travel 2016 report is full of trends
insights, best-in-class examples and future consumer journeys. Readers will
understand the major opportunities in planning and booking and leverage these
to evolve their services and drive success for the brands they serve.
ABOUT THE REPORT
Download the Future of Travel 2016 Report at:
psfk.com/report/future-of-travel-2016
Published November 2015

4. Today’s traveler has access to a host of new tools and services that are
designed to make vacations and business trips more enjoyable and
productive. Spanning devices, channels, and locations, this growing range
of services aid in discovery, planning, and booking at key stages of the
decision making process. Whether helping map out the perfect itinerary
or delivering timely reminders on the go, these emerging platforms
enable travelers get the most out of every trip.
While this rapidly expanding travel marketplace is a boon to travelers, it
presents an ongoing challenge for hotel brands looking to connect with
their guests in a meaningful way, particularly when it comes to planning a
trip. By integrating into relevant media, leveraging data to create
personalized experiences, and offering instant connections travel
companies can meet changing consumer interactions and simplify the
experience from start to finish.
SCOTT LACHUT
President of Research
& Strategy
PSFK Labs
ABOUT THE FUTURE OF TRAVEL

5. WORLD AS MEDIA
Discover In Context
Start From Anywhere
Sync Preferences Seamlessly
Try Before You Travel
INTIMATE INTELLIGENCE
Control Your Content
Plan With A Stranger
Curate By Experience
INSTANT SERVICE
Connect To The Concierge
Book On The Fly
Reserve In A Click
KEY THEMES AND TRENDS

6. TRAVEL ALERT!
In this report, PSFK crafted five personas to highlight how
each of the 10 trends could manifest in real life. Follow Raj, the
Lavion Family, Jessica, Shelvy and Andre, through their trips
as they discover what the Future of Travel means for them.
We also created two lists showcasing brands bringing people
the future of travel today.
5 SERVICES TO HELP YOU
TRAVEL LIKE A LOCAL
BEST BRANDS IN TRAVEL
INDEX FOR 2015
Photo Credit: Soudavone Khamvongsa | CC
WHAT’S INSIDE

7. The second volume of PSFK’s Future of Travel focuses on
innovation throughout the discovery and booking stages
of a journey. We leveraged our cross-disciplinary expertise
to provide lessons for travel from the tech, retail, media
and travel industries. This roughly 40 page report includes:
– 8 Key Actions for Travel Retailing Success
– 10 Trends Shaping Travel
– Best Brands In Travel Index
– 5 Services To Help You Travel Like A Local
– 5 Travel Scenarios Bringing These Trends To Life
– Supporting Stats and Expert Quotes
– Implications For Better Travel Experiences
– Plus a 30+ Page Full Presentation Deck
Download the Future of Travel 2016 Report at:
psfk.com/report/future-of-travel-2016
Access all PSFK Debriefs and Reports at:
psfk.com/membership
READ THE FULL REPORT

8. ACCESS
INNOVATION
PSFK membership provides you a constantly updated
database of over 50,000 ideas for you to leverage as
you build the future.
PSFK Membership includes access to:
•360+ Innovation Stories Monthly
•Archive of over 55,000 Ideas
•All PSFK Published Debriefs And Reports
•Events and Networking Opportunities
Become A PSFK Member to access all
PSFK Labs Reports: psfk.com/membership
PREMIUMPURPLEBASIC

9. PSFK Labs is an innovation agent. We
leverage the research skills, expert network
and editorial reach of PSFK.com to offer
consulting and thought leadership services
to the world's most future forward
companies, helping them develop new
products, services, and ways to interact
with their consumers. PSFK Labs has
worked with Apple, BMW, Google, Nike,
Red Bull, Samsung, Target and many other
leading brands.
If you are interested in seeing a
presentation of this report or would like to
understand how PSFK can help your team
ideate new possibilities for your brand,
contact us at sales@psfk.com
ABOUT PSFK LABS

10. LABS
THE FUTURE OF TRAVEL
Vol. 2 | Published November 2015
SUMMARY
VOL. 2 | PLANNING AND BOOKING