VIDEO: What will the travel purchase funnel look like in the future?

The concept of a purchase funnel or conversion funnel is fundamental to brand marketing strategy, but how is that funnel changing - thanks to things like Google and social media and mobile?

In a panel at The Phocuswright Conference last month, Executive Roundtable: The Future of the Funnel, TripTuner founder and CEO Tedd Evers argued the funnel is now a sphere.

“No matter where you are in the process, that booking is just an equidistance, a short distance, away. Technology has enabled the booking to be done anywhere, anyhow so the challenge becomes then how do we connect with consumers wherever they are, meet them where they are?” he says.

Evers was joined on the panel by Bryan Dove, Skyscanner CEO; Sam Jain, founder and CEO of Fareportal and CheapOair; and Sam Shank, founder and CEO of HotelTonight and head of hotels for Airbnb. Phocuswright research manager Alice Jong moderated the discussion.

Watch the full session below.