Once defined solely by the movement of people, today’s travel industry also reflects the fluidity of travellers’ plans. Flights get rescheduled, routes change, consumer habits and travel trends evolve, often at short notice. Even routine adjustments can influence traveller behaviour and, in turn, how brands should approach their marketing.
Factors such as new routes, seasonal demand, or regional developments can all shape where people go and when. But disruption doesn’t mean brands need to pull back; it means being ready to adjust, stay relevant, and meet travellers where their plans take them.
In fact, those that adapt in real time, leveraging the power of adtech, are preserving
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