WiT 2018 Recap - Sound Travels

It was fantastic to be part of this year’s Web in Travel (WiT) conference! 

I learnt a lot about the current pain- and passion points all around hospitality and travel. The discussions and debates were exciting to follow, and I sometimes wasn’t sure which side to take.  The most dominating subject seems to be how technology can disrupt the booking experience, as well as personalise the customer journey. I believe that soon, Ai will provide outstanding tools to deliver unique content, tailored to the smallest unit of an audience – the individual.  Maybe not as spectacular as in Spielberg’s Minority Report (2002) but surely in a way that is unfathomable today.

I’m excited to see how things will develop. I’m convinced that more video and audio content will be needed in the future. But in order to break through the crazy noise out there it won’t be enough to just be ‘louder’. In fact, maybe advertisement will completely give way to the more appealing concept of ‘branded content’. 

As a speaker at the conference I was honoured to share our ideas on story-telling in today’s business world. Something new, something fresh hopefully. Please enjoy our journey to Barcelona’s Alma Hotel, and how we discovered its elegance and beauty through sound and music. 

Thanks to our creative head, Daniel Kriesl for directing the film (see the link)


// Martin Reiher


No chance for olives and pickles!

Most kids hate olives and pickles - I did. But now I love them! 

 The process took me a good 20-something years before I could even convince myself to 'try one more time'. 

If someone had collected data to evaluate the necessity of olives and pickles in my childhood, the result would have been gloomy: No chance for them! 

There is nothing wrong with data, and the attempt to make qualified decisions. But if you make all choices based on the information you have collected, you will always make choices based on the past, overlooking what's left, right, ahead, below, above, underneath, inside, behind or beyond. 

But that's where the magic is hidden! 

 Arguably, developers are working on smarter programs and algorithms to solve that problem. The point is though, human interactions and emotions are, by-and-large, a matter of guess-work and not data. Doesn't matter how many variables you know; Inspiration and motivation derive from the unexpected. 

Human learning does not equal machine learning! 

 So keep investing in things you don't like at first. Keep searching for the random. Maybe they will grow on you and broaden your horizon eventually. 

Be brave, and give olives and pickles a chance, for you might not be able to foresee how relevant they will become.

// Martin Reiher

Knowing how to tell a story is more important than having one.

Every story in this universe has been told – a million times. Love, hate, challenge, success, conflict, reconciliation, birth and death…the material isn’t new, but your point of view always is. When trying to inspire audiences we don’t need to fetch far. The things that we do on a daily basis, the things that we take great care of, are exactly the stuff that insipires other people as well. 

All that matters, in an increasingly dense world, is finding a unique angle, a nuance, a perspective that differentiates your point of view from others. This is a skill that knows no shortcuts. Just like working out in the gym, you have to put in the hours to eventually become good. 


I will be speaking about story-telling at the Web in Travel (WIT) conference on October 17th. Check out the link if you want to find out more. 



// Martin Reiher