Change is a constant, as the saying goes, but the COVID-19 pandemic has given many companies a pause for thought as to how far they want to go in their transformation to be better and smarter brands.
Two of the most keenly observed moves in strategy for travel, tourism and hospitality organizations are likely to come in actions around sustainability and investment in digital, tech and data.
The former is the issue that isn't going away any time soon, unless pretty much every type of industry, society, governments and science take collection action.
The travel sector in particular is likely to face increased scrutiny over its green credentials, whether its issues around the planes that travelers fly in or the sustainable actions put forward by accommodation providers.
But will awareness among consumers and the industry translate to action and changes in strategy that matter?
It's a difficult question to answer, yet if the right moves are put into play then some progress can be made.
The same goes for how brands not just use but embrace technology, data management and the adoption of more digital services.
Justifying investment should no longer be in doubt (but it should be measureable), as well as instilling a more flexible, experimental process around new tech.
We discuss these issues and trends with Natalie Seatter, chief product officer at OAG, a company that has gone through its own period of positioning itself for a recovery period with clear goals and strategies.
The full discussion with PhocusWire's Kevin May is included below...