Competition for the customer relationship continues to intensify. New technology, social platforms, global marketplaces and powerful intermediaries are changing where and how travellers search, engage, decide and book. A growing share of the customer conversation happens outside suppliers’ direct channels, and booking decisions are shaped long before travellers reach airline, hotel or destination websites.
This year’s leadership seminar at the Travel News Grand Travel Award will explore how travel companies can strengthen their influence in the moments that matter most, when customers are inspired, evaluating options and ready to buy. The discussion will focus on how to build and maintain ownership of the customer dialogue, secure visibility in an evolving digital marketplace and ensure commercial presence where decisions are taken.
The panel brings together three complementary perspectives
Customer motivation and influence, offering insight into what drives preference, how expectations are shaped and how early engagement across channels leads travellers from inspiration to purchase.
Customer value and loyalty, showing how relevance, personalisation and seamless experience convert buyers into returning guests and strengthen long term relationships.
The use of new technology in distribution, partnerships and communication, highlighting how stronger connection of systems, channels and strategic alliances can improve visibility and regain commercial control when external platforms influence demand and pricing.
The aim is to equip travel industry leaders, marketers and commercial teams with strategic insight and practical reflections on how to remain visible, trusted and chosen as the customer journey continues to evolve.
Join us in Oslo on 8 January 2026. Click this link for tickets and more information.
