Take a close-up look at the history of the travel industry and some of its most famous brands and learn from its experience of digital transformation.
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.
Today it's so simple and inexpensive to travel, or to see the world virtually from the comfort of your armchair, that it's easy to forget that not so long ago travelling afar was the purview of the most adventurous and the elite. From the Ritz to Pan Am, Mark Tungate's brilliant book takes the reader on a grand tour of the history of the brands and experiences that have shaped the travel landscape we now take for granted.
Claire Bridges, Founder, Now Go Create and author, In Your Creative Element
Yesterday's world of travel - palatial hotels, elegant air transportation and class-act cruising - set standards of service and etiquette that have surprisingly survived to this day. But now guests and passengers require impeccable service and facilities in an atmosphere of no-tie freedom. Mark Tungate takes us on a fascinating journey through this evolution, via interviews with the proud heirs of the golden age of travel.
Jean-Pierre Soutric, Senior Vice President Sales and Marketing, Oetker Collection
The Escape Industry shows why 21st-century nomads want to experience local culture after being globalized by brands for the past 50 years.
Florian Wupperfeld, Founder, Leading Culture Destinations
Mark Tungate is a British journalist based in Paris. He is the author of several books, including Fashion Brands and Adland. His articles have appeared in publications including Campaign, Advertising Age, The Financial Times and The Daily Telegraph. He is a regular contributor to the ad industry intelligence site AdForum.
Tungate is also editorial director of the Epica Awards, where journalists who are specialists in their field celebrate excellence in design, advertising, PR and branded content. He lectures on advertising and branding at universities and conferences globally.
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