While the travel industry debates what's next, travelers have already moved on. With years of mobile know-how under their belts, consumers are more concerned with what they are trying to do than which screen they use to do it. For the constantly connected, devices are simply a means to an end. 

Mobile is no longer a discrete channel, technology or platform. It's become the ground we walk upon, the air we breathe.

The theme for the 2015 Phocuswright Conference – I, Traveler: Embracing Post Mobile – welcomes a bold new era in which platforms are secondary, and travelers are primary. With nearly nine in 10 owning a smartphone and one in two owning at least three devices (phone + tablet + PC), travelers are past asking "desktop or mobile?" Are you? 

The urgency of a mobile strategy has long since passed. Today, mobile first is obvious, but customer first is a must.