He Said, She Said

For Kevin and Rachel, both veterans of the ad game, traveling is a regular part of their job. In a year, he takes about a dozen work trips, and she flies maybe 18 times or so. But for all the time that they are away from home, the one saving grace is: miles! See, when they are off the clock and want to go on vacation, they never have to pay for their own flights. Even upgrades or perks, like access to executive lounges, are comped via the points/miles they’ve accumulated from their business travels. “I don’t remember the last time I paid for a flight. One of the benefits of all the travel I do for work is that it takes care of my personal trips.”

Even free trips come with certain problems though — the same ones we all face when flying. “Its so frustrating. There’s are the lines, the security. The worst part is that you know exactly what it’s going to be like and you have to deal with it.” And that’s before they even get on the plane. “It seems like the seats have gotten smaller, they’re definitely less comfortable. And even if you manage to get an exit row, they’re cold! And they don’t give you blankets anymore. Just like food, you have to pay now.”

What Kevin and Rachel happen to share next is particularly insightful. “There’s so much stress at the airport -- and the plane is just uncomfortable. My vacation actually starts the moment I’m off of [the plane].” If someone could deal with all of that, I’d already be on vacation.”

Help their vacations start the minute they hand over the boarding ticket.

Despite all the problems they have with flying, their wanderlust for travel hasn’t stopped. “We still enjoy it, but things have just gotten in the way. Of course there’s timing and then the economy. It’s not even that we don’t have the money; it’s just that with the exchange rate, it feels like we’re getting ripped off when we travel. And no one likes that. But we want to go. It’s what we’ll do when we retire.”

So there’s still hope for the flight industry in their eyes. Maybe this is a chance for Emirates to step in. And even though neither one of them has flown with Emirates before, they do have some thoughts about it.

For starters, they believe the service to be incredible. “It’s a truly luxurious experience and there’s such a dedication to service.” Every detail is accounted for. Even the flight attendants are, shall we say, “more exotic. They’re attractive, gracious and elegant.”

Kevin likened Emirates to a boutique hotel—where all the little things are considered. Rachel agreed, even saying that smaller airlines, “have a legacy of service. There’s a better overall experience.” Also, this interesting tidbit: “There’s some mystery to the airline. It’s silly, but there’s that whole notion of Arabian Nights and the tradition of their culture.”

Bring the romance of the exotic on board.

Perhaps it’s a way for Emirates to further distinguish themselves from other carriers. Perhaps it’s a way to attract more customers. Or maybe it’s a way to get Kevin and Rachel to try visiting the Middle East on their next vacation.

Cocoon in the Sky

When it comes to travel, Mark knows what he wants and what he doesn’t want. When you’re traveling upwards of 20+ flights per year, both internationally and domestic, you tend to figure those things out pretty quickly. But let’s step back for a minute to learn a bit more about Mark. Mark is a savvy veteran of the ad industry, an avid sports fan and a dedicated family man. So whenever duty calls, Mark is ready with bag in hand— he sees it as a necessary part of his job.

This isn’t to say that he loves all aspects of travel. Of course there are some things he’d like to change: “Little things that could make it easier. No one is asking for the world. It’d be nice if they could just improve a few of the barriers like getting through the whole security and waiting process.” Also, Mark has seen how much the industry has changed in regards to technology. “Things always come up when you fly, business travel especially. I just don’t want to reach a point where there’s no one there to help you.”

In Mark’s perfect world, he’d be able to find his seat, get comfortable and not be bothered until he lands. Mark, like a lot of people, doesn’t want to interact with anyone else when he’s en route and simply wants to be in “a cocoon.” Is this only when he’s traveling for work? “No, even when I’m with my family, I like to do my own thing and be able to zone out on my flight.”

The one thing he does enjoy about his flight experience is the development of in-flight entertainment - namely TV. “When you’re on a plane for 14 hours, [the in-flight entertainment] makes a big difference.” He does warn about a problem certain large US airlines have in regards to their entertainment: “The ones that play their content on a loop drive me crazy because they’re not on your time at all. What if you want to work for a while or sleep? Or you’re coming from a different time zone? Then you end up having to watch a movie half way in.”

Emirates, besides being the UAE’s national carrier, is widely known for its incredible and impeccable customer service. And it isn’t simply a matter of standing pat in this regard, but there’s also a chance to create a niche, helping further distinguish themselves from other carriers (budget and even luxury). Because while it’s great, customer service isn’t about waiting on someone hand and foot, but being there when they need you. This is different for every person. Some want to be pampered and have extra blankets and pillows. Some want to be reassured that their flight will be on time. And others, like Mark in this case, simply want to be undisturbed. The key is for Emirates to know who’s who and when to do what.

Offer them a cocoon of security.

The Disgruntled Traveler

“You are treated like a convict.”

The start of a journey used to fill Richard with great anticipation. But that feeling dissipates and transitions quickly into frustration the moment he reaches the airport.

“I used to look forward to flying because you get the feeling that you are about to reach home, but its no longer like that.”

“You are treated like a convict, (or) like you are not an adult. The signs everywhere tell you what not to do and you are given the impression that you have done something wrong…flight attendants have more rights than you do as a passenger.”

But flying also provides a “guilt free” me-time

It is a time that Richard can use completely to himself. It is the most pure form of “me-time” than any other occasion. At home, he’s never really free as he has his family around him all the time. Similarly, at work, work issues besiege him.

“..We are all busy. Work is chaos. It’s just a window of time that I have to myself. I can do a crossword…it’s a little indulgent. I would feel guilty if I do that at home. Here, it is out of my hands…the more I can avoid people, the more I can shut myself off.”

Planes are turning into buses

What does he see in the future? Richard’s eyes roll at the prospect of more unpleasant experiences. He envisions the relaxation of certain rules that will allow passengers to engage in business conversations while in the air. And he sees a gloomy future for American carriers.

“U.S carriers are getting far worse..they are turning into bus versions of planes.”

A broken airline industry

He feels the entire system is broken.

“The whole system works on patching up one band-aid over another band-aid.”

“I know that things can be better and they are just not in the U.S. I feel like I am being conned. It shouldn’t be a nickel and dime thing.”

Emirates = Middle East culture

Richard has never flown Emirates but his perception of the airline is deeply intertwined with his impression of the Middle East region. The brand conjures up images of princes with palaces who live a luxurious life and he expects the brand to provide quality services to its passengers. In the same vein, he will not be surprised if the brand claims to be environment friendly.

“If they can build solar powered, self-sufficient cities in Dubai they can do anything.”

It does not have to always be about luxury

For Richard, a world-class service does not necessarily always have to be about luxury. It can be just about old fashioned values – i.e. being treated with respect, and feeling that the brand trusts people and believes in them rather than being probed all the time to see what a customer might have done wrong.

“A great service diffuses any anger that you might have - instantly, “..You (should) just succumb to their service.”

“Everyone wants to feel like the rules does not apply to them..the feeling of being treated like a little extra.”

Airlines have become vent machines

In spite of being a frustrated traveler, Richard admits that air carriers have also become a magnet for people to vent their anger.

“There is a joy in traveling, it brings excitement and you experience child like moments. And you need a good experience to take you out of it too. But the airlines become a magnet of everything bad..it compounds itself and you look for excuses to be mad (at them)..something needs to break the chain.”

Safety Nuisance

Born to a travel-loving Senegalese father and American mother, Amima has visited Senegal, France, and Canada multiple times. Above all, she has enjoyed her trips to Senegal, where she has learned so much about herself and their culture. Her next favorite place to visit is France because of her great appreciation for its language, culture, and cuisine. Amima enjoys visiting Canada, specifically Toronto, because it "has all the perks of the big city minus the dirt and crime - and an incredibly diverse population." In the future, she would love to visit Brazil, Japan, Greek Islands, Argentina, and further explore Western Europe.

Security was the main topic that has affected her travel experience. She hopes in the future that the security will go back the way it was before 9/11. What scares her about traveling is being restricted from security and the long lines because of security. This insight exemplifies how security sets a negative tone for travelers. It starts off the traveling experience on a bad note and keeps you feeling that way for the rest of the trip.

Reinvent security as a positive experience.

Every New Discovery begins with a Person

TC is an Italian ex-pat living in the United States.

When it comes to the future of travel, TC is dreaming big. “Well, I guess that the universe is the limit now. I think that we could eventually get outside of the earth, seeing as we’ve seen all parts of it now.”

However, within the realm of travel a bit more tied to our planet, all TC wants is for travel to be easier and faster. “I like to get to the destination. Nowadays, the places that I like to visit or want to go are really far away. It’s about how comfortable the trip is.”

And while she’s waiting for her chance at the moon, she’s looking forward to spending more time in Africa, South America and China. “I am fascinated by China and it’s history and culture. I want to understand how they balance their history with where they are now and where they can potentially go in the future. With Africa, I’ve been there a few times. The natural beauty of the country is what attracts me. And then there is South America. It’s partially the beauty of the country, but it’s really the beauty of the people.”

In fact, what really drives TC’s passion for travel isn’t so much about the experience of another country; it’s her desire to feel more connected to something bigger than herself and to better understand her place in the global community.

“I’m interested in people. I like to connect with people and I like to really see how these people are living and how they are different from the culture I come from. Travel has always been discovery and being able to see other places and meet other people. See how those people live, understand the history behind it. Why do they act and do certain things? It’s because they come from certain roots. I always found it fascinating - that piece of the travel itself - aside from the beautiful places that you can see. It’s very exciting. I think about travel as a way to learn about your world and new cultures.”

It occurs to TC there’s something else she wants out of travel. She wishes that she didn’t have to land to fulfill her need to connect with people, to see “more smiling people…because I think we’ve lost the pleasure of getting on to an airplane and seeing a warm, friendly face welcoming you. It just makes it nicer.” Because, at this point “I treat airlines like getting on a bus – they just get you from place to place.”

To make the flight more personal while providing a service that she would actually consider valuable, the notion of “personal assistant” comes to mind. “If the airlines could, once you land, or before, help you get into the new culture, that could make it nice and pleasurable. Even if it’s a taxi that’s attached to your airticket to take you someplace because it’s always quite disorienting when you get to a new place. It would be nice to have someone or something trusted to help in those first moments, to help you on your way.”

Ultimately, a healthy dose of empathy from an airline could help provide more discovery and facilitate a feeling of connectedness on any journey.

The Seasoned Business Traveler

Bob has seen it all. He has travelled a lot over the past three decades and has seen and experienced enough drama to not get too ruffled by air travel glitches. “I have done enough of it that disruptions are not annoying”, he says with a calm yoda-like grace, “I have learned to roll with the punches.”

Traveling (via an airplane) gives him a chance to be left alone – it gives him solitude; an escape from the rush of day-to-day life.

He has flown Emirates only once and was pleasantly surprised by the experience.“I didn’t know what to expect but the service on Emirates was opulent..lots of service…lot of food.”

Bob pointed out that the airline industry has not paid due attention to the services on the ground as they do in the air. (More glitches happen at the airport when you are transferring to another flight, plus there are the baggage issues and long waiting lines.)

He feels the European and (more particularly) the Asian carriers (Lufthansa, KLM, Cathay Pacific, Singapore Airlines, Korean Air) provide better services than the American carriers. “The American carriers are bad at pampering their passengers while the rest of the world seems to be doing (a better job of) it.”

In the future, Bob foresees a split happening between the long haul and domestic carriers. He thinks the domestic carriers will continue to cut more corners and focus on a no-frills bare bone approach while the long haul carriers will be known for their exceptional service.

“Its just (basic) transportation (short distance carriers). I don’t even bother to have food…it’s not necessary, they become buses in the air…it (the plane) just needs to be clean.”

He finds it inevitable that communication services (e.g. cell phone calls and internet access) will become a routine part of air travel – which he thinks will be both a good and terrible thing.

He finds the face-to-face interaction with people more assuring than dealing with automated machines, which don’t help when something goes wrong. He agrees that automation helps save a lot of money for the airlines, but it kind of seems like the airlines “dissuade you to talk to a human being”.

For Bob, a good example of a world-class service is when you are not treated as just another nameless face in the crowd but the brand goes out of its way to treat you in a human way. These brands elevate you from a level of anonymity and lets you know that they know who you are.

“These (world class service) brands treat you like they know you and do little things that add up…you are not just one of those faceless streams of nameless people in the crowd.”

Word-class brands invest in humanity

The Adventure is in the Destination

Foss recently celebrated a rather, in his mind, momentous event – his “medi-care” (aka 65th) birthday. To celebrate, he wanted to mark it with something equally significant. So he and a friend, a whopping 10 days his senior, decided to climb Mt. Kilimanjaro.

“We wanted to do something significant to mark turning 65. It was also something that would challenge us physically – it was attainable, but it was still a challenge. It took a lot of training and preparation. It’s not like bungee jumping where anyone can fall like a dead weight from a bridge. This was something that took a lot of preparation to get to the point where we could do it.”

Foss would call himself a meticulous planner; others might call him a bit of a control freak. His end goal is always to make sure that everything is just right. And this time, expectations were especially high. It wasn't just about the physical test for which he was readying himself. He was planning the trip of a lifetime.

His trip planning began online, veered in the direction of a few magazines, books and chats with people who had been on similar trips and then, ultimately, went back online. “The individual traveler has much more responsibility for finding out their options for determining what they can do.” “You can’t count on an Agent anymore – chances are, they’ve never experienced anything close to what you’re trying to plan.”

Through all of his research and all of his planning, he had two very distinct sets of criteria in mind. One set was for “the trip.” The other was for “the travel.”

“We made our choice of trekking company based on the level of training of their staff. Of course we took into account the quality of equipment and medical training, but it was their training as guides and ability to create the experience that really put one above the rest.”

Airlines, however, “have commoditized themselves. There’s no discernible difference between them. Even the really good ones – they’ve managed to take something really special and make it mediocre. I think they’ve decided there’s no money to be made being better, and I really don’t see this changing in the future.” And so flight times, connections and price were all that really mattered in choosing a carrier.

Foss wasn’t being cheap. In fact, he would have happily sprung for a bit more legroom and space to recline. But, ultimately, the hours of comfort on a plane were not where he saw the real value in this trip. Dollars wouldn’t be spent on a means to an end; they’d be spent on the memories forged in the destination.

“The travel outfit we were with for the land portion was probably top end as far as price – but we were willing to pay for that because we saw a discernible difference. We’re people who are willing to pay more for better service, better comfort… You’d like the relaxation of a trip to start when you leave home rather than when you get to your destination, and that’s difficult to do with air travel…there’s no way to do that on an airplane without paying an obscene amount.”

“The disparity between coach and business class is so much. I can take those dollars and spend them on a little more comfort for a few hours or I can spend them on even more amazing experiences for the rest of the trip. It’s the sights, the people, the food that I’m going to remember. Not the flight. …There’s only so much they can do for a flight experience that’s going to last a finite number of hours. But there’s a lot you can do with the kinds of restaurants you go to, the kinds of hotels that you stay at once you get to the destination – and those are things that will stick with you for a lifetime.”

The Aviation Enthusiast

American, 23, Strategy Analyst and private pilot, frequent traveler (mostly pleasure)

Matt’s interests and passions haven’t changed much from when he was a kid. Growing up, you could usually find him breaking apart a toy train or flying model airplanes in his backyard. Today, he works for Boeing as a Strategy Analyst and spends his weekends flying private planes over L.A. And even though Matt works with planes day-in and day-out, he is still just as fascinated and excited about air travel with every trip he takes.

For Matt, air travel can be more than just a means to an end. It is an opportunity to discover something new, whether it is traveling to a thrilling new destination or meeting people he sits next to on the plane. “It’s really pretty fascinating to see why people travel. Everyone’s got a different story”. The flight crew, however are irrelevant for him. “I think they are a generic part of travel.”

And although he enjoys learning about other travelers’ backgrounds, his real interest is in the breakthrough technologies that are being used to make travel more convenient. A self-proclaimed nerd, Matt has been extremely encouraged by the number of innovations over the past few years. “…if you look at the internet, in the way in which you can book a flight instantaneously. If you think about e-tickets, we have eliminated the use of paper across the board. And travel safety…these are changes that have made things easier to navigate”.

Matt is a problem solver – an engineer - and loves to find more efficient ways to fix things. Despite his love for all things efficient, he doesn’t think about being “green” when he travels. “When I think of travel, the last thing on my mind is my carbon footprint.” For Matt, he needs to be able to touch it, see it, and feel it to realize the benefit of an innovation.

Matt continues to have high hopes and high expectations about the future of air travel. He sees air travel playing a large role in solving some of our major international problems. Having graduated with a degree in economics, Matt looks at the world's big picture and sees the implications that air travel could have on the global community.

“I think we have to deal with our global differences as the world becomes more mobile. I think we come face-to-face more often than we have in the past. So in that respect I think it is prompting the conversation to solve our global issues quicker. Only so much can be done over the phone…we are forced to have conversations that we wouldn’t have had and I think that’s great.”

For Matt, travel is about experiencing the latest and greatest in technology and innovation. He loves feeling that he is a part of something new and exciting. Matt feels that sense of exhilaration every time he travels, as if it was his first flight.

The Holiday Starts When I Get Off the Plane

Sheridan does not tend to think about the future and sees herself as someone who lives in the now. She seems perturbed by the very idea that we would all want to plan. "It takes away some of the excitement. Don't you think?"

So her holidays are also a product of her easy-going nature and tend to just happen. "I travel to see my friends. When you are working you tend not to see them properly, or there are people who live too far away. For me, traveling is a way to reconnect with them. So I tend to just go when and where they are going- I'm easy."

As one might expect, Sheridan does not feel particularly endeared to any flight operator. She uses the ones her friends suggest, and she does not feel tied to any. If she does have an opinion on any, it tends to be negative. She sees travel, and flights, as an obstacle to her holiday beginning. It is a hurdle over which she must laboriously hop in order to start relaxing.

"Travel is a means to an end. People go on about the flight being as good as the holiday but I don't think anyone really believes that. No-one likes flying but you have to do it to get to the nice places." Sheridan can't understand how some of our other Xploring subjects saw the flight as romantic and glamorous. "Have they been on Ryanair?"

Unusually among those we talked to, Sheridan does not turn away from the super cheap airlines. She has no problem going on the cheapest airlines as long as it saves her some money for her holiday. She does care about delays and waits, as they eat into holiday time, but she will never be one to shell out on a flight.

And yet despite all this, Sheridan is still swayed by lovemarks. She lists hers as Absolut, ASOS and Diet Coke, but when I mentioned Virgin, she suddenly reacts- "Oh yeah I like Virgin." Sheridan is logical, she knows what she wants and she is cynical about the majority of airlines, but Virgin still manages to create a genuine emotional attachment. So strong is her love for the brand that she, our price conscious Ryan Air passenger, would pay extra for Virgin. "Yeah I would actually- you get what you pay for."

And she even recognizes her own illogical attachment, but thats not important.

Sheridan is proof that even the most logical and brand-agnostic flyers can be swayed. Holidays are an inherently emotional event and airlines should tap into that and create an experience from the flight which matches the holiday. And maybe then even Sheridan would consider it.

Have Passport, Will Travel

Helena C, a 27-year old Art Director who's traveled for
work, school, fun and too many weddings to count

“Hey can you hear me? It’s Helena. I’m inside a bar if you can’t tell.”

Oh, I could tell. I could barely hear her. We were originally supposed to have this phone “interview” earlier in the day while she was at JFK waiting to catch her flight back to SFO. But as it often does, her schedule changed and she would be catching to a later flight; hence the late night call from her local watering hole. But I knew that this conversation with Helena, a true world traveler, would definitely be worth it.

They say that a way to a man’s (or woman’s) heart is most certainly through his (or her) stomach. But for whatever reason the majority of airlines act as if they have never heard of this age-old adage. “They don’t serve food, but they have WiFi—which is just another way for them to make money.” While some airlines deserve props for recognizing customers’ desire to always be connected, many more could offer FREE WiFi as a truly value added benefit to a seemingly creature-uncomfortable process. Even buses have come to this realization.

Oh, back to Helena. “I’m so hungry when I fly. Why can’t they just give me something? Anything. Even a mediocre chicken sandwich is better than starving.” Looks like Helena’s travel experiences have left her with a major case of starvataion.

Luckily for Helena, she’s a seasoned traveler and invariably knows the lay of the land better than any Lonely Planet guide. Which of course means that mere moments after landing, she’s hopping in a cab ready to meet a friend for a big bowl of pho and a libation or two. I’ve shared many a meal (and many an adventure) during our time both living in San Francisco. Helena was always my culinary beacon in the storm of hunger my local on the scene and my Yelp before I even knew what Yelp was.

For all of her travels, Helena isn't attached to any carrier in particular. Sure, she wants to be comfortable, but price and timing are her top priorities. Off the top of her head, Helena recalled flying aboard Virgin Atlantic & America, British Airways, Singapore Air, United, American, JetBlue and SouthWest. So it was particularly surprising when she said she couldn’t attest to flying Emirates personally. Of course as the informed international traveler that she is, she knew of them. “I’ve never taken them, but I expect them to be posh like the country is.” What transpired next was a brief conversation on what it’d be like to fly on Emirates and to visit Dubai. “I hear it’s like Disneyland for adults. It’s definitely not for your typical middle-American mom. It’s for someone who makes a lot more money. Someone more flashy.”

And that when I realized, that for better or for worse, peoples’ perception of Emirates will always be connected to how they view Dubai. All associated stereotypes included. As the city is seen, so is the airline. And not necessarily vice versa. Of course with Helena’s curiosity and traveling joneses having been piqued, she suggested that a swing through the Middle East aboard Emirates could be a part of her future travel plans.

Tisha: Living in the Here and Now

Tisha manages her day-to-day life with an efficiency and order that can best be summed up by the impressive collection of to-do lists stored in her Blackberry.

“My goal everyday is to maximize my time. I start the day writing up a list. I prioritize. Everything I do on a daily basis is calculated and planned.” As a top selling pharmaceutical rep, Tisha’s methodical personality lets her do her job well – and allows her to fit in as much as possible in a day.

Yet, when the conversation turned towards the idea of the future, she laughed. “The way I think about the future is completely dichotomous to what I do every day.” In fact, Tisha rarely gives much thought about anything that could happen as near as two months down the road.

Her wariness about thinking in the long-term, she says, can be attributed to her mother. “My brother and I have a running joke. If we ask Mom to visit us for events or holidays, her reply always is,  ‘I’ll think about it and let you know the week before.’” Because of certain events in her mother’s life (including a childhood in Vietnam during the war, and the death of a spouse), Tisha was taught not to put too much stake in the future. “My mom never wanted to plan ahead. When I was growing up, she told me it was bad luck to plan too far in advance.”

That said, Tisha doesn’t let her ambivalence about the future stop her from treating herself well. Since she was nine, she has dreamt about visiting the Mediterranean and Greek Isles. The notion of taking that dream vacation has been on her back burner for years, but didn’t come to fruition until very recently. 

This year, she experienced several terrific sales quarters at work.  “I feel like I’ve defied the economy. I’ve had the most financially successful year ever!” Yet, Tisha’s decision to finally take her trip wasn’t just spurred on by financial factors. This year, she’s also made a personal decision not to wait for life to happen. Although taking the trip by herself wasn’t the most ideal scenario, she warmed up to the idea. “This trip was one of the biggest gifts I’ve given myself. I’ve realized that I can’t always wait or rely on others' schedules, but it’s still important that I treat myself well.”

Don’t wait. Make it happen. The future is now.

When it came to planning her trip, Tisha moved fast - in keeping with her typical day-to-day persona. She left the vacation planning to a travel agent to ensure that she’d maximize the ten days there and get the fullest experience possible. 

For similar reasons, she’s a fan of frequent flier programs. “I get a sense of accomplishment when I rack up my miles.” Being able to take full advantage – whether it’s of the day or of a program – gives Tisha a feeling of satisfaction that ties into her credo of living her life to its most maximized – to its fullest potential.

After having a wonderful time in Greece, she is now planning a trip to Paris for next year. For Tisha, it feels daring to plan this far in advance, but she’s willing to overrule her natural inclinations and take the risk because, as she says, “the pay-off is greater.”

Alice in Wonderland

Alice's face lights up when she talks about planning her next holiday. Her pupils dilate. She becomes very animated when she talks. She is about to embark on a new adventure. A week's holiday in Morocco with her husband. Before she has even got to Morocco she is planning her next adventure: Argentina...Honduras...maybe a sailing holiday. Who knows.

Travelling is what keeps her going. Its like oxygen. She can't breathe without it. She works to travel. She lives to travel. To keep her spirit and her imagination going. To recalibrate. To reconnect to those with whom she is closest to.

Alice calls herself a 'travel geek.' Her dedication to planning her holiday is incredible. She will review every website -her favourites are iescape and tripadvisor. She wants to see balanced reviews. Independent advice. A trusted planning partner.

Alice is typical of the people we meet.

The adventure begins in Alice's head. Long before the actual travel. The planning journey is as important as the destination.

Implication: Brands must provide much more than a flight to a destination. Brands can elongate the window of opportunity to long before people actually book a flight and provide ways to help people like Alice to live their adventure in their head.