What do you see as the biggest digital disruption or challenge that travel brands need to prepare for over the next 3–5 years?

AI will be the biggest disruption coming at travel brands. There'll be numerous challenges, but it'll be key to prepare for a proper integration into workflows and not just prompt aesthetic images. This will divide the best from the rest as they'll have a key differentiator to grow.

How are customer expectations evolving across the travel journey, and what does this mean for digital, marketing, and customer experience teams?

Customers have been providing more and more data points across the entire customer journey. According to many studies, they are also expecting companies to use this data and really understand where they are in their booking journey. This means more data topics also finding ways into marketing or customer experience teams to make the customer journey unique and personalized.

AI is transforming how travellers discover, book, and engage with brands. Where do you see the greatest opportunities, and risks, for travel businesses?

I think one of the greatest opportunities with AI is scalability; it can be a massive enabler to analyse more data, give better recommendations, produce more creatives, but on the other hand, it's also important that the data foundation you feed the models with is very qualitative. That is essential to guarantee we get highly valuable output and don't create any AI slop.

As competition for customer attention intensifies, how can travel brands create more seamless, personalised, and engaging digital experiences?

It's important that data flows seamlessly and is managed in a centralised tech stack (e.g. CDP – customer data platform) that helps drive a 360 customer profile. You can look into orchestrating customer journeys across multiple touchpoints and "follow" your customers.

With rising acquisition costs and increasing pressure on profitability, what strategies are leading travel brands using to balance growth, loyalty, and long-term customer value?

I think understanding your customers really well will be key to delivering growth. We all know that reactivating existing customers is more profitable than acquiring new customers. Therefore, we're constantly looking into enhancing our 1st party data to make it even more useful and providing it as signals for the various algorithms for better optimisation, either bidding or audience strategies.

What are you most looking forward to discussing or learning from your peers at the Digital Travel Summit?

I really look forward to connecting with other marketers who are facing similar challenges and understanding better how they're tackling these.

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