Top 5: top stories and tips you may have missed in July

We are now well into mid-summer and while it may be the silly season for some, it’s business as usual for the fast-paced travel industry

Here are a just a handful of stories that grabbed interest this month.

1.  How Singapore Airlines is using artificial intelligence to build its brand and drive sales

In October last year, Singapore Airlines embarked on a new journey in digital marketing in the UK using artificial intelligence to better target new customers. The airline, which had typically focused its marketing efforts on two key booking periods decided it wanted a better level of exposure all year round. This it achieved by deploying technology from Rocket Fuel, a firm that uses artificial intelligence to target users based on online behaviour. We hear what that has meant for business.

2.  How hotels can fight their corner if the magic of meta is waning!

With the arrival of ‘Book with Google’ and TripAdvisor’s Instant Book gaining legitimacy, hotels need to be more creative than ever in the battle to drive direct bookings and this month we look at some recent developments. Google’s foray into travel booking using Sabre Hospitality Solutions’ reservation system to get hotels to ‘Book with Google’ is one. Another is Marriott moving to sign up to TripAdvisor’s Instant Book. In this piece Pia Vemmelund, chief executive of Momondo Group, and Chadi Farhat, CRO Morgans Hotel Group share their views. Expect tips and tricks on how to drive more direct bookings.

3.  How one mobile-only brand is on a location-based mission

In an interview with Jared Simon, HotelTonight’s chief operating officer and co-founder we hear how its two-side market place is working. So far, the app has been downloaded over 13 million times in 36 countries and over 1,800 cities and now they are moving into Australia with what Simon describes as a “philosophically, different stance to others”. It’s a stance with a very mobile focus and one that puts content very much at the centre.

4.  4 ways for hotels to regain control of their wholesaler relationships in the internet age

In an in depth analysis in June we outlined how the distribution landscape is changing and just how fast. From that research it was fitting to bring you some advice from the frontline. Among the nuggets from some seasoned hoteliers are to educate the front desk, set clear rules and be willing to stick to them, share lessons and be picky about partnerships. Advice comes from global and regional chains alike.

5.  Lufthansa – could the German carrier be half right?

As ever, guest columnist Tom Bacon has his eye on the industry and in this analysis he considers some recent big news – Lufthansa’s decision to impose a fee on all bookings made through the GDS. Is Lufthansa right or wrong? Read the story to find out!

Don’t miss out on gathering more business intelligence from some of the executives quoted this month by joining us at one of EyeforTravel’s upcoming events

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