I’ve worked in marketing industry for many years. But never before has there been such rapid and profound change as we see today. A fundamental change not just in how people book online, but how they live their lives, and what their expectations are of the companies they spend their money with. These are seismic shifts, and require all service providers to look again at all aspects of how they serve their customers. Change in the way people shop is being driven by the digital revolution. It is highly disruptive but that disruption creates extraordinary opportunities, and not just in terms of what service providers sell and how we sell it, but how we communicate and behave as organisations, and how we can use those opportunities to make a difference to the world around us. The most important principle of service industry remains the same. And it is this: the best service providers have always been built around their customers. Logic which is as true today as ever.