Issue 5 - January 2021

"Creativity is thinking up new things. Innovation is doing new things."

― Theodore Levitt

We did it. We made it through the hellacious year that was 2020. (I know we all love our kids, but is anyone else counting down the minutes until they go back to school?)

And yes, we’re emerging as a smaller industry, but we’re also emerging as a reinvigorated industry. An industry that was once complacent with gradual, incremental growth is now rethinking its priorities and how to achieve them quickly and efficiently. Ultimately, crisis breeds change agents, and we have extraordinary opportunities for creativity ahead of us.

This new opportunity for creativity, innovation, and change is what’s required to come out stronger, despite the havoc wreaked on the air travel industry. In fact, a recent study by TNMT found that companies who prioritized innovation unlocked growth even during the crisis. In the first three quarters of 2020, innovators outperformed their peers by 91%, which is far more than they did in the years leading up to 2020.

So now, the challenge for our industry to kickstart lean innovation begins. It’s no longer a challenge of simply surviving, but one of having the bravery to question the norm and use creativity to innovate.

It will be scary. We’ll all undoubtedly feel as though we’re starting over, but with that fresh perspective, we’ll look at everything through a new lens. And stay tuned, because as we tackle innovation in 2021, our next issue will feature research asking whether agile principles and consensus building, in the context of industry standards, are inherently contradictory. Who knows, the answer may even surprise you!

Jonathan Savitch

Chief Commercial Officer, ATPCO

P.S. We're a community for everyone, built by everyone, and we've created a new opportunity for you to stay in the know. On 16 February, join the industry at the first Foundation Industry Stand-Up where experts from airlines, sales channels, and tech will come together to accelerate the pace of market recovery. 

While all airlines aspire to offer a clear and stress-free user experience, making improvements can be tortuous. In an interview with our experts, they'll explain how we created a service-oriented approach to smooth the path for airlines and help them reap the customer satisfaction and revenue benefits of targeted, dynamic, and innovative retailing content. 

In case you missed it, join us in welcoming our new President and CEO, Alex Zoghlin. In his first letter to the industry, Alex knows he's starting career-defining work, motivated by the value added rather than the profit maximized. You won't want to miss how he plans to drive success for the entire industry.

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