Airbnb, Tinder, Yplan. These youth-focused, mobile-savvy companies are all seeing rocketing user figures and phenomenal growth. But they didn’t disrupt the travel, dating, or box office bookings markets. That had already happened thanks to the likes of Expedia and eHarmomy.

So how was there room for these companies to gain such big footprints in these markets?

Because they get young people. Because they get smartphones. Because they get that, in a visually-driven web, their apps and sites need to look good. They get that their customers want brands to be more human.

Brick-and-mortar companies were hit sideways by the first Internet companies disrupting their markets — such as Expedia or Lastminute — and failed to react until it was too late. Now those very same Internet companies are being hit by a new generation wanting smartphone-centric apps and services, and they’re not reacting quickly enough.