As the needs and habits of travellers evolve, both at home and abroad, the role of brands is changing, too. Over the past few years there have been raft of reviews leading to brands adjusting, adapting or even making wholesale changes. From national carriers to national identities; American Airlines to Air Tahiti Nui, Bhutan to Bolivia, brands are responding to the shifting expectations of the traveller and the new travel norms. All of those examples where handled by one agency – FutureBrand. The company has been responsible for some of the most high profile refreshes and rebrands in the travel industry, including airlines, hotels, travel experiences and even entire countries. In this session, FutureBrand Asia-Pacific CEO, Richard Curtis, will take the stage to discuss why and how brands are changing, and the trends that are leading the way.

1. The new world of
the travel brand
Richard Curtis
Chief Executive Officer,
Asia Pacific

2. FutureBrand 2
“Everyone is hellbent on
getting their brand in
front of the customer
as often as possible…

3. FutureBrand 3
…we spend too much time
on that, not enough on
making the customer’s
experience better.”

4. FutureBrand 4
Why did you choose
your last travel
product, service
or experience?

5. Ease & convenience?
FutureBrand 5
Raise your hand if
it was because of…

6. Ease & convenience?
FutureBrand 6
Raise your hand if
it was because of…
Safety & reliability?

7. Ease & convenience?
FutureBrand 7
Raise your hand if
it was because of…
Safety & reliability?
Brand & reputation?

8. Ease & convenience?
FutureBrand 8
Raise your hand if
it was because of…
Safety & reliability?
Brand & reputation?
Facilities & amenities?

9. Price?
Ease & convenience?
FutureBrand 9
Raise your hand if
it was because of…
Safety & reliability?
Brand & reputation?
Facilities & amenities?

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Brand is not everything.

11. FutureBrand 11
Brand is not everything.
In fact, brand is not
the only thing.

12. FutureBrand 12
Brand is not everything.
In fact, brand is not
the only thing.
It’s much more
complicated
than that.

13. While we see this
in many sectors
in which we work…
It’s never been
more true for
travel & tourism.
FutureBrand

14. FutureBrand
A world of opportunity
FutureBrand
Country Index 2019
Coming soon!
Now in its second decade,
the FutureBrand Country Index
tracks the World Bank Top 75
countries by GDP according
to strength of perception.
Year on year, our research tells
us that not all countries qualify
as ‘brands’ but when they do,
they have measurable competitive
advantage over their peers.
14

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A world of brands

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THE ECONOMIC IMPACT OF
GLOBAL TRAVEL & TOURISM
10.4%
Of global GDP
4.6%
Direct GDP growth in 2017
1/10
Jobs are in the sector,
9.9% global employment
1/5
Of all global jobs created in last
decade are within the sector
A market on
the move!
Source: World Travel & Tourism Council

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In the last two decades…
Choice
Intermediaries
Confusion

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Tour operators
Retail travel agents
Hotels
Landscapes Culture People Experiences
DMCs
Proliferation of the travel ecosystem

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Everything in travel is converging

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Overabundance, overtourism
Many of the world’s destinations
cannot handle the onslaught of
tourism. To protect these popular
attractions from overcrowding and
ruin, governments, industry and
consumers are taking action.
Faroe Islands
Weekends dedicated to
preservation & sustainability
Impacts:
• Alienated local residents
• Degraded tourist experience
• Overloaded infrastructure
• Damage to nature
• Threats to culture and heritage
Bhutan
GNH drives everything,
especially tourism policy
Ovation (DMC)
Supporting secondary cities
through events

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As the needs and habits
of travellers evolve,
so too the role of
brands is changing.

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Conformity.
Reinforcing
credibility and
trust, building
the category

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Identity.
Carving out
unique stories
& personalities

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oUR BRaN
THE VISION, THE STORY AND THE ELEMEN
Bula. let’s talk.
OUR TONE OF VOICE GUIDE
Utility.
Above all else.

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Experience is everything.
Putting travellers not
brands at the centre.

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Successful travel
brands know their role
in the travel ecosystem.

27. FutureBrand 27
Successful travel
brands know their role
in the travel ecosystem.
What kind of brand
do you need?

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Visible
Invisible

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KLOOK
Connecting travellers
with experiences

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Powering better journeys
through travel technology

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Successful travel
brands know their role
in the travel ecosystem.
How can you drive even
greater relevance?

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Time well spent
Time well saved

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34. 34FutureBrand

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Successful travel
brands know their role
in the travel ecosystem.
How can you deliver more
impactful experiences?

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Control
Influence

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38. FutureBrand 38
WHAT ATN
CAN OWN/
CONTROL:
Awareness Booking
Transfer Check-in Security Terminal/
Lounge
Boarding/
Gate
Onboard
Security/
Customs
TransferBaggage
Post-
arrival
ü Partnerships
ü Advertising
ü ATN website
ü Social media
ü ATN website
ü Ticketing
office/ call
centre (PPT)
ü Ancillary
products
(e.g., seat
selection,
insurance)
ü Codeshare
partners
ü Third-parties
(e.g., Uber)
ü Codeshare
partners
ü Tahiti
Tourisme
ü Third-parties
(e.g., hotels)
ü Codeshare
partners
ü Third-parties
(e.g. booking
engines)
ü Codeshare
partners
ü Airport
ground staff
ü Codeshare
partners
ü Airport
ground staff
ü Codeshare
partners
ü Airport
ground staff
ü Codeshare
partners
ü Airport
ground staff
ü ATN people
ü Onboard
service
ü Ancillary
products
(e.g., food,
entertainment)
ü Codeshare
partners
ü Airport
ground staff
ü Codeshare
partners
ü Codeshare
partners
ü Airport
ground staff
ü Codeshare
partners
ü Third-parties
(e.g., Uber)
ü Codeshare
partners
ü Tahiti
Tourisme
ü Third-parties
(e.g., hotels)
ü ATN website
ü Advertising
ü Social media
WHAT ATN
CAN ONLY
INFLUENCE

39. FutureBrand 39
Three questions to future-proof
your brand so that it can grow…

40. FutureBrand 40
Three questions to future-proof
your brand so that it can grow…
1. What role does your brand play
in driving choice for customers?
2. Where does your brand fit within
the ever-evolving travel ecosystem?
3. How will your brand enable a
connected brand experience?

41. FutureBrand
Country Index 2019
Coming soon!
futurebrand.com