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Travel Trends & Stories.

Travel has always been about the experience.

Blog posts
Travel Brands

Marketing buzzwords are powerful ... if you know the customer

How Travel Brands can maintain value in their communication

As a vast marketplace, the travel industry is given to buzz, a phenomenon when the terms we use fail to communicate value from misuse and overfamiliarity. Rather than perpetuate the turnover of marketing terms, how can we resuscitate our communication to provide a more robust discourse both internally and to the customer.


Service or Experience Economy: What Is Your Business?

Recent forecasts that the travel industry is entering the Post-Experience Economy have been premature, at best. Airlines and Travel brands that recognise the economy of their business will see the clearest path to innovation and profit.

Travel Brands

How Travel Providers can Sell Experiences Better than Airbnb

For Travel Providers to market any experience as Local/Authentic you need to know the Lifestyle preferences of the traveler.

Travel Brands

How Travel Brands Can Copy The Netflix Approach to Inspiring Conversions

Great Content + Human Behaviour = Personalisation (the Netflix Way)

Netflix use human behaviour to personalise inspiration and increase conversions, travel brands can do the same.

Travel Brands

3 Ways Travel Brands Can Engage The Traveller Directly

– The antidote to intermediaries like Google –

3 simple things Travel Brands can do to take back the customer from Google, Facebook and the OTA.


Is Michael O'Leary the Donald Trump of the Travel Industry? (2018 edition)

One year on, how are O'Leary and Trump doing....

As we approach the one-year anniversary of Mr Trump's presidency–a year marked by high minded debate like, Who's Red Button is Bigger? and Does Ryanair need qualified, well-compensated pilots to transport passengers at speeds of 500mph? – how would you answer this question?


How Aladdin's "A Whole New World" Can Improve Airline Marketing

Disney's Aladdin, the changing nature of trust and, the essence of travel.

If airlines had understood the message of Aladdin's "A Whole New World" in 1992, they would better know their product and customer in 2017


How Airlines can Inspire Travel like Airbnb and Win Big [4 Simple Points]

If you want to win like Airbnb have in the travel industry you have to understand the modern traveler and the lifecycle

It’s been a year since Airbnb launched Trips. The continued success of the product should have other travel brands (especially brands outside the accommodation space) asking how they can adopt some of Airbnb's approach.

Travel Brands

Are Google and Facebook Helpful? Or Just Helping Themselves?

The case for direct customer engagement.

While travel brands are increasingly dependent on Google/Facebook for custom, they should also be pursuing a better direct customer engagement strategy.

Travel Brands

How Travel Brands define "local" Determines Customer Engagement

If Airlines and Travel brands want to win in 2018, they have to incorporate the customer's preferences in their definition of "local."

"Local" is defined by the individual; airlines and travel brands seeking to win in 2018, need to consider the lifestyle preferences of the traveller before making "local recommendations."


Everybody Loves Affinity Marketing: Amazon's Secret Sauce

Airlines continue to talk about becoming the Amazon of Travel but have not adopted the online retailer's greatest marketing feature.

Airlines and travel brands have to stop talking about becoming the Amazon of Travel and simply copy their marketing. Here's the secret to their success.


3 Things Airlines Can Do To Send Relevant Weekly Emails Year Round

Over 90% of airline email offers are irrelevant to the customer's lifecycle and lifestyle preferences. Here are three ways airlines can overcome that problem.

Over 90% of airline email offers are irrelevant to the customer's needs. Here are three ways airlines can overcome that problem.


How Airlines Can Improve Their Destination Content To Inspire Customers To Book

Judging by the destination content airlines continue to dispense and customers continue to ignore, there's an opportunity for innovation.

Destination content is essential to be relevant in the Inspiration phase of travel, but traditional publications are missing a great opportunity that digital provides: increasing engagement by tailoring the content to the customer's lifestyle and lifecycle


No Blues for the Passengers of jetBlue

In an industry as complex as air travel, sometimes how an airline handles the unexpected reveals the true colours of their brand.

In an industry as complex as air travel, sometimes how an airline handles the unexpected reveals the true colours of their brand.


How Airlines Can Increase Direct Booking

Customers who book directly with the airline are the most profitable and therefore should be the main focus of airline marketing

Direct booking is achieved by being present at the inspirational phase of travel.


Your Service is Not Personalised Enough and Here's Why!

Can the Travel Industry Redefine Personalisation to Actually Include the Person?

Personalisation, as we know it, remembers the name but forgets the person. The travel brand that executes a truly personalised service will immediately distinguish their brand with travellers.


Will Banksy's Hotel redefine “Authentic Experience” in travel?

The making of authenticity requires a helping of Politics with a dash of celebrity

Authenticity has become the new traveller sensibility and the buying criteria by which consumers choose brands and products. What makes an experience authentic?


The Secret to Customer Loyalty: Be Authentic

Authenticity is determined by connection, not just content.

Customer Loyalty has become the Holy Grail of the travel industry. The secret to lasting loyalty is authenticity.


One Easy Fix For Airline Marketing

A simple tweak in content can increase engagement–you should try it!

Airline marketing can be difficult, here's a simple tweak that will help.


You Need A Brand To Create Loyalty: Five Simple Thoughts on Brand by Seth Godin

No Brand. No Loyalty.

Building a brand is the first step to creating customer loyalty.


An Airline's Brand is the greatest Defense against Google

Airlines will not beat Google in the search game but there is another way to succeed: build a brand

To combat a machine like Google airlines need to build a brand about human connection in the travel experience


Can Ryanair become the Amazon of Travel?

The Amazon of Travel might be equal parts Airbnb and a leading airline like Ryanair - with a dash of Google for good measure.

Many travel brands are seeking to own more of the customer journey, but becoming the Amazon of Travel will require a risk and commitment most brands lack the courage to make.


People - The Travel Industry's Greatest Asset

How the travel industry can rediscover their greatest asset: employees.

Pitted as a travel industry trend since 2017, the rediscovery of a brand's greatest asset: humanity. Innovative Travel brands looking to differentiate in competitive markets need to empower their staff to forge connections with customers on an authentic level.


Is Michael O'Leary the Donald Trump of the Travel Industry?

A new season brings new challenges and requires a new strategy

Donald Trump and Michael O'Leary have employed similar strategies to become leaders. Will that strategy benefit them in the next challenge?

Travel Brands

Adding Value: Netflix's Winning Formula.

An important lesson for Airlines

“How can we add more value to our customers?” said every exec at one time or another. How can a company create an experience for their customers that increases revenue and customer loyalty at the same time? It’s a billion dollar question ...

Travel Brands

How Airlines Can Improve Engagement

A Lesson from Amazon, Netflix and Spotify

The greatest tragedy is most airlines have a database of past customers, a captive audience of subscribed travellers and still, content engagement is very poor.

Travel Brands

Why Airbnb’s launch of Trips presents a great opportunity for airlines

What can airlines learn from Airbnb’s latest product and how can airlines respond?

We recognise that this is the perfect opportunity for the travel industry to follow Airbnb’s lead, and airlines are ideally positioned to take advantage and create that experience.


How the hell do we fill half empty planes to Diyarbakir?

How Airlines Can Sell New and Underperforming Routes

At the heart of improving the experience for your customers is a need for context, beyond basic demographics. Context is the why a traveler goes from A to B, not how.

Travel Brands

Is Google a threat to airlines?

If so, What can be done?

Google should always be considered a competitor. Regardless of your business. Google knows your customers better than you do. It is a result of decades of customer satisfaction in search.

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