In this issue: Explore the latest in video tools, delve into data with a ’unicorn’ and discover why age is no barrier to innovation
Technology jargon tends to comprise such distinctly un-sexy phrases as “affiliates”, “aggregation” and “malware”, so the recently coined term “unicorn” is officially my new favourite buzz word. Used in tech circles to refer to those rare start-ups like Uber and Airbnb that have been valued at more than a billion dollars, the metaphor works – I presume – because unicorns are scarce, elusive and highly prized (though it falls down rather when you consider that unicorns don’t actually exist, and have been the subject of elaborate hoaxes for centuries).
In our 16-page technology special this week, we profile one of these very unicorns – data specialist Ve Interactive – which is helping travel businesses to understand their customers’ online journey (page 56). We’ve also partnered with marketing agency FusePump to host a “hackathon”, challenging teams of digital wizards to devise clever ways for travel club Secret Escapes to make better use of its product data.
A company of Secret Escapes’ scale has resources and quantity of data on its side, but FusePump insists that traditional agents are also in a strong position, and can still collect and use data to their advantage (pages 58-63).
A desire to understand our audience better is what’s behind the relaunch of TTG’s own website, which we’re pleased to reveal this week. Following a major redesign, our smart new platform will help us shape the user experience. We also have a new domain, ttgmedia.com, and the site is now fully responsive across desktop, tablet and mobile devices, so you can read news and enter competitions wherever you are.
Turn to pages 10-11 for more on ttgmedia.com’s improved functionality, and don’t miss your chance to win an Apple Watch by registering on the new site.
Ireland-based J Barter Travel also tells us how growing your online business does not have to be at the cost of high street sales, with this agency finding that a better website has driven higher footfall into its shops (page 54).
So no matter what jargon the technology world dreams up next, “the high street” is still a buzz word in travel!