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.

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.

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

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

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

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?

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

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.

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

"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."

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.

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

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

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

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

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.

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

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

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

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

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

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.

Pitted to be a travel industry trend in 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.

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

“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 ...

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.

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.

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.

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.