Successful companies in all industries have long engaged in head-to-head competition in search of sustained, profitable growth.

They have fought for competitive advantage, battled over market share, and struggled to balance differentiation with both risk and available resources for development.

The companies in the travel industry are no different.

This paper addresses the opportunity to develop sustainable competitive advantage by intentionally marketing to the 85% of U.S. travel that is done by car - the forgotten mass market.

This "Not-So-White Paper", authored by strategist and iconoclast Chicke Fitzgerald, outlines how the travel industry became commoditized. It also lays out a strategy for sharpening your focus and increasing profitability by breaking down the three top limiting myths:

• Air travel is the mass market
• We know our customers and their behaviors and intent
• The current technologies meet the needs of all traveler types

This paper is for those travel companies seeking a competitive edge with a need for growth. It is also geared for those that serve and invest in the travel industry.

The drive travel market is huge, overlooked, readily accessible, and begging for more attention. Dare to differentiate. Tailor your products and services to the drive traveler.