The Great Inversion
Innovation Thesis 2023
In 2023, we published our innovation thesis “The Great Inversion”. “The Great Inversion” is the term we have established to summarize the several transformations the travel industry is going through.
Until now, the value chain of the travel and mobility industry has been predominantly driven by asset-centric logic. This means that the value creation process revolves around the supply of existing assets such as airplane seats, cabin beds, or entire aircraft fleets. Through the value chain perspective, we observe that value creation primarily flows from supply to demand, resulting in a market where assets are consistently pushed towards consumers.
The pandemic has accelerated the inversion of the entire industry logic. “The Great Inversion” represents a shift towards a consumer-driven value chain logic that will unlock new growth opportunities in the travel and mobility industry.
Until now, the value chain of the travel and mobility industry has been predominantly driven by asset-centric logic. This means that the value creation process revolves around the supply of existing assets such as airplane seats, cabin beds, or entire aircraft fleets. Through the value chain perspective, we observe that value creation primarily flows from supply to demand, resulting in a market where assets are consistently pushed towards consumers.
The pandemic has accelerated the inversion of the entire industry logic. “The Great Inversion” represents a shift towards a consumer-driven value chain logic that will unlock new growth opportunities in the travel and mobility industry.
- Deep dive into 5 key areas: Diversified Asset Competition, Communities Define Demand, From Transactional to Relational, Ubiquitous Travel and Blurred Travel
- A variety of insightful infographics for each key area
- Critical observation of the potential new growth opportunities and their impact on the whole travel and mobility value chain