Ryanair launches member scheme as it looks to extend ‘price leadership’
Jasper BaumannRyanair’s ‘Prime’ membership offers exclusive seat sale access, free reserved seats, and free travel insurance for every flight taken.
‘Consistent doesn’t mean boring’: Great Western Railway on the ‘power’ of long-term brand building
Jasper BaumannGreat Western Railway has been using Enid Blyton’s Famous Five to drive awareness and attract more consumers for the past nine years, with marketing boss Amanda Burns saying she is “lucky” the wider business understands the importance of long-term investment.
BrewDog promotes top marketer to chief operating officer as it scraps CMO role
Niamh CarrollLauren Carrol will continue to look after marketing, while taking on responsibility for people, digital, ecommerce, bars, and the US and German markets.
Intrepid Travel names first CMO to help drive global growth ambitions
Jasper BaumannHazel McGuire has been promoted to oversee the global departments of brand and PR, with the addition of communications, customer and experiences.
How LNER used AI to segment its audience and deliver more ‘precise’ campaigns
Grace GollaschTo address its “frequency challenge” LNER built a machine learning model to define “high-propensity” customers to target with email campaigns, resulting in higher conversion and less waste.
Amex GBT splits top marketing role amid restructure to ‘elevate’ marketing and product
Jasper BaumannAmex Global Business Travel has created separate CMO and chief product and strategy officer positions as it looks to boost the role of marketing and product at the business.
Booking.com excited by ‘incremental ROI’ of social media spend
Jasper BaumannBooking.com claims it is able to measure the incremental ROI of its social channels thanks to a “bespoke model” developed in collaboration with Meta.
Airbnb’s CEO outlines ambition to become the Amazon of travel
Jasper BaumannAirbnb plans to invest up to $250m into the business with the “bulk” to be invested in marketing and product development.
How P&O Ferries used a challenger mindset to win back customers
Marketing Week ReportersBy taking on the competition, P&O revived its brand health metrics and drove reappraisal of ferry travel.
On the Beach CEO credits brand building efforts as profits soar
Molly InnesTravel firm On the Beach continues to drop marketing spend as a percentage of revenue, as it hails marketing efficiency drive.
‘Do something that scares you’: Booking.com on moving at the ‘speed of social’
Amrit VirdiHaving generated 40.6 million impressions on TikTok with its latest campaign, Booking.com is on a mission to bring its “motivations-led” mantra to social media.
Icelandair on maintaining ‘authenticity’ when diversifying its product offer
Josh StephensonIn a bid to foster greater customer loyalty and diversify its offer, budget airline Icelandair looked to a tech solution to solve a customer pain point.
One marketer on experimenting with an ‘AI first’ mentality
Charlotte RogersMichelle Anderson is finding major strategic and creative benefits to using AI on a daily basis in her role leading marketing at leisure startup Soul Padel.
‘It starts with the traveller’: How Expedia Group’s new CMO is drilling into data to grow the brand
Hannah RashbassSix months into the role, Expedia Group’s CMO reflects on the importance of insight to drive repeat custom.
Airbnb returns to ‘roots of affordability’ to fuel future growth
Hannah RashbassAirbnb’s CEO admits the travel accomodation business had “drifted” from its focus on affordability but says it will be “really critical” going forward.