We explain Consumer Centric Marketing (CCM) and adopt this new technique to travel context. Benefits and disadvantages of the CCM are outlined together with warnings of typical caveats Value: CCM will be expected as the norm in the travel industry by customers of the future, yet it is only the...

Consumers plans are not always what they eventually do; conversely, what consumers do, they do not always intend. The same axiom holds true for consumption behaviour. Consumers often first form intentions to purchase goods or services, or to consume experiences. Then they either actuate these...

Purpose – The purpose of this paper is to explain consumer centric marketing (CCM) and adopt this new technique to travel context. The paper seeks to outline the benefits and disadvantages of the CCM together with warnings of typical caveats. Design/methodology/approach – The paper provides...