The internet revolution is presenting us with the biggest shift since the industrial revolution, according to the chief executive of Abta, Mark Tanzer.
In his opening remarks at the Travel Convention in Ljubljana, he told delegates that where before the trend was for mass production, “where you could have any colour as long as it’s black”, he said the trend now was for “mass customisation”, adding that it has “important ramifications for travel.”
Tanzer said: “In the early days, the internet offered such prolific choice, it confused people. But now the demand is for tailored solutions to each customer’s specific problems.”
He said curated content was very appropriate for the travel industry.
“Curation limits choice. So just as a curator organises an exhibition in a gallery by selecting the paintings, the order to view them, the lighting, what’s written beside them, thereby creating a very carefully, pre-designed experience, so people are now expecting a personal travel experience,” said Tanzer.
Tanzer also referred to the term “adapted customisation”, explaining how we all buy the same iPhone but the minute you take it out of the box, you start to customise it with your own apps, music, bookmarks, and of course your personal buying history.
“You end up with your entire personality in one little box,” he said. “And the serious side to this is that the more you identify yourself with our digital virtual presence, the less you do it by what you own.”