Travel as a concept is universally attractive and the opportunities for
fun, engaging branding and marketing in this sector are arguably
limitless. Glamour and appeal aside, travel is a hugely competitive,
multi-million pound industry and marketers of all sectors can learn
important lessons from it. Catering for mass consumer travel, from
business travel and adventure travel, to specialist and niche interests,
the providers of escape have been impacted as much by technology as they
have by the changing habits and desires of travellers themselves. The
Escape Industry presents an expert view of travel marketing and
branding, focusing particularly on how travel has been utterly
transformed for both consumers and providers since the beginning of the
21st century. Mark Tungate focuses on some of the travel industry's most
famous brands and shares how all marketers can learn from the industry's
rich experience of digital transition.
Tungate traces the evolution of this fascinating industry, from
nineteenth century trailblazers such as Thomas Cook and The Ritz, to
today's innovations such as TripAdvisor, Couchsurfing and Airbnb, and
explores the branding secrets that have enabled them to survive. A
lively read full of incidents, anecdotes, unexpected encounters and a
ground-breaking report from the final frontier and space tourism, The
Escape Industry is at the cutting edge of this attractive sector,
examining some of the biggest names in the industry. It will take travel
and tourism students, as well as marketing and branding practitioners,
on a journey to the heart of a rapidly changing business.
