Loyalty goes beyond just points and perks; it’s what keeps customers coming back, builds personal reputations, and creates high-performing teams. Some of the stories in this edition explore what loyalty looks like in travel, in the workplace, and in our interactions with others, and how it pays off in all these areas.
Thanks to the Airobot for sponsoring this edition of the newsletter:
Airobot uses smart technology to simplify airline and airport ancillary sales and drive more ancillary revenue for online travel agencies, corporate travel sellers, flight consolidators, tour operators, and airlines. Founded in 2018, Airobot provides Automated Check-in, Seat Selection, Fast Track, and Lounge access, all via API or white-label. Meet us at the Phocuswright Conference in Phoenix on November 19-21, and/or visit our website to schedule a demo.
0. The most clicked link in the previous newsletter
The most clicked link in Travel Tech Essentialist #159 was Booking.com’s 2025 predictions and new destinations.
1. Splitting loyalty for US and European Travelers
Airlines like Virgin Atlantic face pressure to meet different loyalty program demands between the US and Europe. In the US, travelers accumulate lots of points through credit card rewards due to a lucrative and less regulated market. Airlines have introduced dynamic pricing to manage the high demand. This system gives American customers flexibility but makes points redemptions less predictable. Oliver Ranson suggests that Virgin Atlantic and other transatlantic airlines consider splitting their loyalty programs: one with dynamic pricing for US customers who have abundant points, and one with fixed points requirements for European customers who don’t have the same points-earning options. This approach would keep rewards valuable and achievable for European travelers while still catering to the high-demand US market. Read +.
2. Memorable marketing swag
Simon Lehmann highlighted his favorite conference swag moment at SCALE UK, where OTAmizer stood out with a cheeky giveaway stamped with “For those who love to be ON TOP… safely.” Standard pens and notebooks can’t compete. Founder Bart-Jan Leyts nailed it.
3. The face of the brand
No matter how strong the marketing, frontline employees are the brand. Their actions make or break the message.
4. Travel Tuesday
Travel Tuesday, the Tuesday after Cyber Monday, is gaining traction as a prime moment for travel deals. McKinsey reports that consumer interest and bookings have surged this day in recent years, especially in hotels, cruises, and airlines. This could be a solid opportunity for travel brands to boost revenue in the quieter period between Thanksgiving and the end of the year. Offering targeted deals and incentives around this day could bring good results, mainly as Travel Tuesday spreads beyond North America, similar to how Black Friday and Cyber Monday first took off in the US before expanding internationally. Read +.
5. Stay humble
Working for a prestigious company can feel like a badge of honor, but it’s worth remembering that the company’s brand—or our position there—isn’t necessarily our personal brand. The reality is that our time at any company can come to an abrupt end, and when it does, how we treated people along the way is what they remember. Whether we responded to someone’s email (even to say “no, thank you”) or took a moment to show respect, these are the things that stick. People remember how we made them feel. Building a reputation around integrity and respect is a brand that lasts, no matter where we go next. That’s the one worth building.
And humility isn’t just something to consider when leaving a role; it matters while you’re there, too. Research from Zenger Folkman shows that humble leaders rank significantly higher in effectiveness than arrogant leaders.
6. Q3 results for the big 3 OTAs
Booking Holdings reported a solid performance with an 8% rise in room nights booked and a 9% increase in gross bookings, driven mainly by European growth. Expedia also showed strength, with a 9% rise in room nights and a 7% increase in gross bookings, benefiting from improved Vrbo offerings. Airbnb had a 10% revenue growth driven by increased app engagement, improvements to the host experience, and strategic expansion into under-penetrated markets.
7. Time is money. What else is new?
This WSJ article covers how Disney World and other theme parks are offering paid services to skip lines. Travelers are also spending on faster airport screening programs and early hotel check-ins. Companies are also offering subscription-based services for gear rentals and other conveniences, allowing travelers to avoid lines and save time. According to GetYourGuide, sales of skip-the-line experiences have multiplied by five since 2019. Some of the most popular places to skip the line include the Pantheon in Rome and the Empire State Building in New York.
It’s funny to think about now, but back when I’d wait hours in line in Mexico for a US visa, an underground market developed where people bought and sold spots in line. No apps, no tech, just a bunch of us figuring it out, peer-to-peer. Some to save some time, others to make some money. Not much has changed in that way.
8. Twenty questions that make you 🤔
Morgan Housel shared some killer questions for self-reflection that get us thinking about our goals, habits, and assumptions. It’s a great list if you’re ready to challenge some beliefs and maybe get a bit uncomfortable (in a good way) as you reexamine biases and open up to fresh perspectives. Here are three to get started:
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What do I believe is true only because believing it puts me in good standing with my tribe?
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Who has the right answer but I ignore because they’re a bad communicator?
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What is partially true but I believe in it so absolutely, and take it so seriously, that I’ve turned it into a dangerous belief?
9. A place where all-star employees want to work
Nick Huber breaks down what great employees really want at work. Here are two pieces of his advice:
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Structure is good. Business books say employees want freedom above all else, but Huber calls this BS. If employees wanted chaos, they’d be entrepreneurs.
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Surround A players with A players. In some corporate environments, people can do zero work for years and get by because they show up on time every day. High performers hate working where incompetence is tolerated.
10. Hot 25 travel startups for 2025
Phocuswright announced its list of the top 25 travel startups to watch in 2025. Over the past few years, I’ve recommended several of these companies to investors in the Travel Investor Network (some in 2022, others in 2023, and a few more recently in 2024). It’s exciting to see these startups gain well-deserved recognition from Phocuswright.
Reminder…if you are a startup looking to raise a round (from pre-seed to Series D), I can help (for free). Travel Investor Network is a private platform where I recommend innovative travel startups to investors and innovators. If you’re interested, please start by completing this form.
Travel Tech Essentialist Job Board
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Fora | Senior AI Engineer | New York City | $185k – $220k + equity
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Stay22 | Business Development Manager | Montreal
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WeRoad | Country Manager Spain | Madrid
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BizAway | Marketing Manager | Barcelona
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TravelPerk | Travel Manager – US | Miami, Boston, Chicago
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Mauricio Prieto
