Beyond The Core: Travel's Blueprint For Diversified Growth (by Skift + ZS Associates)

The concept of being a travel brand is evolving, prompting an urgent call for companies to expand and diversify their revenue strategies.

In the U.S., market consolidation has heightened the need for brands to innovate and stand out. To remain competitive, travel companies must look beyond traditional offerings and transform non-core capabilities into strategic revenue drivers.

To support the industry in this transformation, ZS has introduced the 5As Framework—Ancillaries, Attention, Access, Affinity, and Ability—a strategic model designed to help identify, assess, and monetize non-core assets effectively.

Some key findings:

• 89% of travel executives believe their companies need to diversify revenue streams: Learn why the industry often thinks, but more often struggles to act, outside the box.
• 75% have already identified non-core assets to monetize — but only 32% describe their current approach as “very” innovative: Find out what’s holding them back and where they’re looking for inspiration.
• Nearly 90% of travel and hospitality executives described their non-core asset monetization efforts as successful: See the impact for companies that have taken the first step.

Click here to download the report.