I’m pleased to announce the theme of Center Stage at this year’s PhoCusWright Conference: "The Perfect Storm: Search, Shop, Buy."

After last year’s successful theme "Braving the Long Tail" and "Travel 2.0 Confronts the Establishment" the year before, we will yet again cast a Hollywood-sized spotlight on new milestones in travel planning as well as the ensuing impact on customer experience.

A phrase popularized by Sebastian Junger in his book of the same name, a perfect storm is formed when several events occur simultaneously, which, taken individually, would be far less powerful than the result of their combination. Unlike the meteorological kind, today’s digital perfect storm is strengthened by new rounds of intense innovation giving rise to a positive, advancing force holding great promise for travel, tourism and hospitality.

Excellent leadership in our industry is defined by those who actually fuel the storm, and in turn their own cause, by aligning their businesses with the contributing forces. This is the whole point of the "perfect storm" metaphor. As with prior travel industry transformations, aggressors will seize the moment by riding the waves, catching the wind and rising with the tide; they represent our marketplace change agents. Laggards, on the other hand, will batten down the hatches, head for the hills and assess damages afterwards. New winners and losers will emerge once again.

Center Stage at The PhoCusWright Conference is dedicated to unlocking potential by recognizing the interplay of new forces in the marketplace. This event will embody how all types of travel, tourism and hospitality companies—young and old, large and small, East and West—can differentiate themselves. The speakers will cast their own spotlights as well, bringing a boardroom (not IT) perspective on how leadership can actually fuel the storm by aligning their businesses with the contributing forces.

I encourage you to secure your registration to Center Stage at The PhoCusWright Conference (November 19-20) to emerge from this perfect storm not only intact, but as a winner.

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3.21 Copyright (C) 2007 Alain Georgette / Copyright (C) 2006 Frantisek Hliva. All rights reserved."