This post is part of the 2015 Keynote Vote for The Beat Live, in Arlington, Va., Sept. 29-Oct. 1.
Topic: Is The Whole Greater Than The Sum Of Its Parts?
Fragmented distribution channels, the emergence and growth of disruptors, changing business models__is the industry changing for the sake of change, or are we building a better mousetrap?
What CWT Would Talk About In A Keynote
We would objectively evaluate the entire travel continuum economic/productivity model, unmasking the real interests of new entrants, technology companies and legacy players alike. We will highlight key parallels to other industries that have witnessed similar change, disruption and fragmentation and pose the question: What could the industry be doing to work together rather than individually to provide a better collective experience for user(s)?
Why The Audience Should Listen
If we don't discuss transparently and make changes as an industry, we all will suffer! Some new entrants and legacy players are promoting positive change, but others are putting our collective customers and our viability at risk. We will highlight what the industry should be aware of, what questions we should ask and where we could work together more productively.
We will also speak to how money changes hands across the entire channel and try to paint a canvas that will enable the audience members to create their own judgments on what makes sense and what is detrimental to our industry. In doing so, we will highlight when and where each industry player has a role to play and an impact both positive and negative to our industry.
How CWT Will Avoid Delivering A Sales Pitch
This isn't about CWT, or even TMCs. It's about the wider business travel audience understanding the holistic picture of the economics of the business travel industry.
Nicholas Vournakis is senior vice president of global marketing at Carlson Wagonlit Travel.