Remaining agile in uncertain times, being serious about AI and being uncomfortably excited.
The Travel Weekly Future of Travel Conference at Google's offices was a strategic shot in the arm for the industry. While the macroeconomic challenges—the uncertainty, the squeezed margins—were, of course, the elephant in the room, the overwhelming takeaway was one of strategic confidence. It was a day less about fearing the future and more about crafting the right strategy to meet it head-on.
Uncertainty, whether economic or geopolitical, compresses the planning window. This doesn’t signal a crisis of demand, but rather a strategic shift: marketers must adapt their messaging, channels, and conversion tactics to capture consumers in a much tighter, volatile timeline. This is precisely where sharper strategy and efficiency become non-negotiable.
The AI Imperative: Enabling, Not Eliminating
The undisputed strategic highlight of the day was the palpable shift in attitude toward Artificial Intelligence. We’ve moved past the novelty and into the necessity. Finally, the industry is taking AI seriously, acknowledging its transformative potential not as a replacement tool, but as a critical enabler.
There are, understandably, different ‘camps’ emerging. We heard some voices dismiss AI as 'lazy'—a position we suspect will quickly become obsolete. When properly applied, AI is the opposite of lazy; it creates significant efficiencies by handling the more mundane, process-heavy tasks that divert your best talent from strategic thinking.
This sentiment was powerfully reinforced by major players like Hays Travel, whose appointment of an AI Director to the board is a clear statement of intent. As Dame Irene Hays openly admitted, the full answers aren't all known yet, but the core belief—that AI is here to help people and not replace them—is the strategic foundation. This is a position we at Llama wholly agree with.
Be Uncomfortably Excited: The Need for Agility
Another highlight of the day, Jay Chauhan delivered an incredible and energising talk on the power of innovation. His core message—to remain uncomfortably excited, to be scrappy when launching new products, and to fail fast and learn quickly—is the perfect encapsulation of the current marketing mindset.
Waiting for the 'perfect' product or the 'perfect' strategy is a fast track to obsolescence. We need to encourage a culture where small-scale experiments are encouraged, where we measure the impact rapidly, and then pivot if necessary. This agile approach is what separates the brands simply executing tasks from those genuinely growing their business.
The challenges are real, but the solutions—rooted in smarter strategy, technological enablement, and a willingness to be uncomfortably excited—are within reach.
Thanks to Lucy and Stuart at Travel Weekly for yet another extremely interesting and thought provoking day!
