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In last week's travel analytics insights, I showed you how COVID-19 changed our travel planning strategies. My plan this week was to continue the narrative using the same Skyscanner flight search data and present insights about conversion rates. However, something interesting caught my eye, and I decided to leave the topic of conversion rates for the next episode. What happened? [caption id="attachment_9254" align="alignright" width="285"] Source: Eamonn Brennan, EUROCONTROL[/caption] EUROCONTROL...

Last weekend I was enjoying a short holiday break visiting a friend in Croatia. Seeing many tourists enjoying the summer, I started to wonder how far in advance they were planning their holidays this year since COVID-19 changed our behavior in so many ways. Personally, I am more spontaneous, and I’m making on the spot decisions for (mostly) shorter trips this year. But how about others?...

COVID-19 has turned most of the things we do in the travel and airline industry upside down. Most of the processes you’ve been doing for the past ten or even twenty years are all of a sudden not relevant anymore. One of the areas where this is definitely true is how you do travel analytics and analyzing air demand. What should a new method of demand...

What would you tell me if I asked you what is the biggest challenge of measuring airline digital marketing effectiveness? I bet some of you would offer me this famous quote from American merchant John Wanamaker: Half the money I spend on advertising is wasted; the trouble is I don't know which half. Figuring out which of your digital marketing activities really work and which do not is a...