We are a nomadic species by nature. Of the approximately 300,000 years that we have, only about the last 13,000, we have adopted a sedentary way of life. That is, 4% of our history.
It was the emergence of agriculture and, later, livestock that stopped us from taking care of our crops and animals. Centuries later, the creation of cities was the crystallization, on a large scale, of this need to settle that, later, would be reinforced by the appearance of industry. Our subsistence model required us to stay in the same place. We became sedentary out of necessity.
What happens when these conditions cease to apply? When our crops, animals and industries can be managed virtually? When can we connect and move quickly and easily anywhere in the world?
All these questions today are facts. Digitization and technological advances in recent years have broken the barriers that bound us to physical places. The conditions that determined our location have become obsolete. Paradoxically, the temporary isolation that Covid-19 has entailed hides behind new models such as distributed work or distance education that, once the pandemic is over, will pave the way and accelerate the paradigm shift that had already been forged in the travel sector.
In this context of redefinition, the ambition of companies in the travel sector - airlines, hotels, mobility and accommodation platforms, leisure companies ... - must go far beyond adapting to change; When everything is to be done, what we must aspire to is to be the leaders of change.
At The Cocktail we are excited about precisely that: helping our clients reinvent the sector together to make them the main players in the new paradigm.
- New tourism models: which serve a hyper personalization of the experience with emerging models such as "Bleisure Travel", a combination of business and pleasure trips, the "Experience Trip", focused on a specific activity such as gastronomy or the practice of a sport, or "Volunturism", a combination of volunteering with tourism.
- The Digita tripl: have passed from the digitization of the trip - complete management of the online travel: airline tickets, hotel reservations and activities, car rental, ... - to the digital trip - go anywhere in the world without physically. Examples such as AirBnB's "Virtual Experiences" are a manifestation of this trend that, as technologies such as Virtual Reality advance, will take hold in the sector.
- Sustainability: our constant displacement does not make us indifferent to the territory. On the contrary, there is a growing awareness that the travel sector must be environmentally sustainable. This awareness permeates all levels: from governments and institutions with the different aid packages they offer and the SDGs (Sustainable Development Goals) to users who increasingly demand a greater commitment from companies.