Hostelworld on digital transformation: ‘Beware of the coffee machine terrorists’

Brands embarking on a digital transformation must make sure that all members of the team are on the journey with them and beware of “coffee machine terrorists” who nod along in meetings but moan in private. That is the advice of Hostelworld CMO Ottokar Rosenberger.
Speaking at Oystercatchers’ Evolve 2017 event last night (13 July), he said that having internal buy-in for any big changes is key. That includes having a “clear mandate from the top down” and keeping the