The Diggintravel Podcast

Today, we bring you another great digital expert – Ben Labay, Managing Director at Speero. Speero is a digital optimization agency built by the people who founded the CXL blog, one of the best resources available for conversion optimization and experimentation. Ben is an industry leader, a speaker on all things digital research and experimentation, and a conservation science consultant.

Check out the full podcast interview if you’re interested in:

• How to make faster and better decisions
• 3 places to start your testing and experimentation program
• Different organizational models you can use to set up your airline experimentation program
• What kind of experimentation tools to use
• How to be innovative with A/B testing and experimentation

You can find the full article with the key concepts, quotes, and other notes from our talk with Ben here:

https://diggintravel.com/airline-experimentation-talks/

In this podcast episode, we'll be very hands-on and practical. I get asked a lot about how to implement website analytics by airline people, and if you want to learn about that too - this episode is for you.

Liliana García Magaña, who works on Business Intelligence and Analytics at a Mexican low-cost airline VivaAerobus, explained in detail how they implemented new advanced digital analytics, how they designed new analytics framework, and how they deal with the challenge of omnichannel tracking. Liliana and her team built a robust web analytics model which now allows them to measure every user interaction across different channels.

Today's talk it's all about marketing and innovation. Alberto Terol Conthe, a Head of Customer Experience Design & Development at Iberia, shared his insights on how marketing and innovation are connected.

Even more, Alberto shared his framework that connects Design Thinking, Strategic Foresight, and Growth Marketing among other things. Listen to my chat with Alberto to learn about all these things and check the article on the link below for the full visual model of the Framework.

You can find the full article with the Framework, quotes, and other notes from our talk with Alberto here:

https://diggintravel.com/airline-innovation-talks-iberia/

Listen to this episode of the Airline Talks series and learn from Ivan Karlovic, Director, Data Analytics at Norwegian. Ivan shared tons of interesting insights and his experience from building a new data team at Norwegian. Here are some highlights from our talk

• Why and how Norwegian is building an internal data team
• What kind of data roles are they looking for
• How is the team organized
• What are the use cases and opportunities

You can find the full article with quotes and other notes from our talk with Ivan here:

https://diggintravel.com/airline-data-talks-norwegian/

This is the first episode in our Airline Digital Talks series, where airline digital talks will talk about their work.

Listen to this episode and learn from Remus Moraru, a digital expert from Wizz Air. Remus talked about data, analytics, experimentation, mobile apps, and how Wizz Air and its digital team are adapting to COVID challenges.

You can find the full article with quotes and other notes from our talk with Remus here:

https://diggintravel.com/airline-digital-talks-wizz-air/

In today's podcast episode I talked to Emre Güney, Head of Global Marketing, Lifecycle at Skyscanner. I know Emre back from his airline days when he was Head of Digital Product & Growth Marketing at Pegasus Airlines.

Emre talked about customer retention and how to do retention marketing in travel. Especially in airline industry where we suffer from low differentiation, commoditization and low frequency is the hardest part of marketing.

Emre provided many other insights on content marketing, digital product and learnings from running his own personal newsletter about growth marketing.

You can find the full article with quotes and other notes from our talk with Emre here:

https://bit.ly/3w9GpRO

In this episode, you can listen to insights from an airline industry expert and researcher Henry Harteveldt from Atmosphere Research.

Henry talked about the research commissioned by the Accelya Air Transformation Lab and conducted by Atmosphere Research is called “Airlines: A path back to profitability”. The research is a great analysis of the latest airline retailing and other industry trends.

What can you learn from this podcast:

• the latest travel industry recovery outlook
• how will new 'changed' traveler look like
• how are airlines adapting to the pandemic, especially on the digital and retailing front
• how airlines are transforming into leaner, more agile airlines, and what does this mean for the airline digital pros

 You can find the link to the website article with data and figures from the research here: https://bit.ly/3n9p7Rb

 I see so many airlines build new digital solutions to adapt to the new reality of travel. 

The move to a touchless, contactless, digital journey is on every airline agenda. 

But what is the process behind building these new airline digital solutions?

I talked to Diego Brunot, UX Lead at American Airlines. Diego and his team work on what is now a crucial part of the airline travel journey, the post-booking digital experience.

Listen to the new episode of the Diggintravel Podcast about how to understand new traveler behavior in the post-COVID recovery period to build new digital solutions.

LINK TO THE ARTICLE WITH OTHER LINKS:

https://bit.ly/3fuNXsT

In this special episode, I talked to Lukas Vermeer, Director of Experimentation at Booking.com.

We talked about how travel digital giants like Booking.com use experimentation to build great travel digital products.

What can you learn from this podcast:

- How Booking.com is organized and how they changed as they scaled up experimentation

- What kind of experiments you should run and in what cases

- How to integrate experimentation and user research

- What kind of metrics to use

- What are the specifics of building travel digital products

See more about this interview along with examples and visuals here:

https://diggintravel.com/travel-digital-products-booking-com-case/

On today's episode will talk about robots and innovation with Innovation expert and visionary Ravinder Ravi Singh.

Robotics and robotic process automation were one of the digital trends I identified when I was doing research for our 2021 Airline Digital Trends report. AirAsia recently talked about robotic process automation, and Turkish Airlines is doing it. To learn more about it I talked to Ravinder Ravi Singh. Ravi was the Chief Information and Innovation Officer working for an airline, and he built airline robots with his team.

I think Ravi's ideas on how to improve airport passenger experience with new digital touchpoints are really relevant for airline digital marketers. We also talked about innovation and how to do it in a time of crisis like the one airlines are facing now.

LINK TO WEBSITE ARTICLE WITH ADDITIONAL INFO:

https://bit.ly/3uaRK3C