Articles & Insights

A bilingual editorial library for leaders of airlines, hotels and financial services: strategy, conversion, technology and direct channel growth.

80 articles

All (80)Ecommerce strategy & direct channel (13)Airline ecommerce (21)Hotel ecommerce (16)CRO, data & personalisation (14)Technology & vendor selection (8)Financial services (8)

Featured

Hotel ecommerce

How to restore guest recurrence and reduce OTA dependency

Strategy should turn every stay into recognition, permission, value and a concrete reason to return direct. A guest who checks out unrecognised has no reason to skip the OTA next time.

27 Jul 20263 min

Hotel ecommerce

How to integrate website, booking engine, PMS and CRM

Architecture should define sources of truth, events, ownership and recovery before choosing connectors. Adding another connector rarely fixes a system that never agreed on which one holds the truth.

24 Jul 20263 min

Airline ecommerce

How AI agents may reshape airline distribution

Preparation is not about adding a chatbot, but making offers and actions machine-readable, authorisable and auditable. An airline whose offers only a human can parse will be invisible to the agents that book on a traveller's behalf.

20 Jul 20263 min

Hotel ecommerce

How to restore guest recurrence and reduce OTA dependency

Strategy should turn every stay into recognition, permission, value and a concrete reason to return direct. A guest who checks out unrecognised has no reason to skip the OTA next time.

27 Jul 20263 min

CRO, data & personalisation

The invisible engine that turns data into sales

How to choose a customer engagement and personalization platform based on the size and maturity of your ecommerce. Companies don't need more campaigns: they need a layer able to turn scattered data into relevant decisions for each customer, in each channel, at the right moment.

26 Jul 20264 min

Hotel ecommerce

How to integrate website, booking engine, PMS and CRM

Architecture should define sources of truth, events, ownership and recovery before choosing connectors. Adding another connector rarely fixes a system that never agreed on which one holds the truth.

24 Jul 20263 min

Airline ecommerce

How AI agents may reshape airline distribution

20 Jul 20263 min

Hotel ecommerce

How to build a hotel first-party data strategy

Strategy should define the value guests receive in exchange for data, how it is governed and which decisions improve. A loyalty programme that collects data without changing a single decision is just a discount with extra steps.

13 Jul 20263 min

Airline ecommerce

Airline metasearch: managing Google Flights, Skyscanner and Kayak

Strategy should optimise offer continuity and incremental contribution by market, not only cost per booking. The cheapest metasearch bid can still deliver the customer the airline would have won anyway.

8 Jul 20263 min

Hotel ecommerce

CDP, CRM and customer engagement for hotels

Architecture should start from journeys and sources of truth, not market labels. Buying a CDP does not resolve a CRM problem, and buying a CRM does not resolve a data-ownership one.

6 Jul 20263 min

Airline ecommerce

How to measure the true profitability of an airline direct channel

Direct profitability should be measured as incremental contribution and relationship value, not as the absence of commission. Avoiding a commission is not the same as making money; the two get confused more often than they should.

30 Jun 20263 min

CRO, data & personalisation

Server-side tracking and ecommerce measurement

The goal is to create a controlled and reconcilable measurement layer, not to bypass privacy or browser constraints. A server-side setup built purely to dodge a browser block will need rebuilding the next time the rules change.

25 Jun 20263 min

Hotel ecommerce

How to personalise a hotel group website

Personalisation should reduce effort and increase relevance at specific journey decisions. Personalising everything at once usually means personalising nothing well.

22 Jun 20263 min

Airline ecommerce

Personalising airline offers and bundles

Personalisation means deciding which offer is most useful for this trip, not maximising the amount of data used. A bundle built from last year's preferences can miss the trip the customer is actually booking today.

18 Jun 20263 min

CRO, data & personalisation

How to create a single customer view in service businesses

A useful view does not merge everything: it connects entities and events with enough confidence for a specific decision. Forcing a match the data can't support creates a single customer view of the wrong customer.

12 Jun 20263 min