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Digital Marketing News: Building a Culture for Travel Innovation

Jeremy Kressmann

Photo Credit: More travel companies, including European low-cost carrier EasyJet, are looking for ways to jumpstart their internal culture of innovation. Travel incubators offer one potential solution. EasyJet

Skift Take

Every travel company wants to be known as innovative. But creating the right culture for innovation can be challenging. That's why travel incubators seem like such a great strategy: access to outside partners, ideas and talent with minimal risk.

With so much investment, attention and deal-making happening in Silicon Valley, it's not surprising that more companies in the travel industry are attempting to create their own systems of innovation. How can technology help them improve their operations and profits? More importantly, how can they build the right culture that will help them develop and implement these ideas? The answer, increasingly, for a range of travel firms, is creating or partnering with travel "incubators" and investment funds. Whether it's JetBlue, EasyJet, Marriott, the city of Paris, or Amadeus, the approach is more or less the same. Established travel firms offer funding and management know

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