Services
Travel & Aviation
Travel is where most of Ross’s career has been spent, and it remains a specialism: airlines, hotels, metasearch and the digital retail that connects them. The work covers the commercial side — offers, pricing, ancillaries, distribution — and the digital side that sells them.
What this covers
- Airline ecommerce & direct channel. Booking flow, fare and ancillary presentation, mobile performance and direct-channel share.
- Ancillary pricing & merchandising. Seats, bags, bundles and add-ons: pricing logic, placement and measurement.
- Distribution, NDC & metasearch. Direct connect, NDC readiness, metasearch listings and the economics of each channel.
- Airline and travel launches. Marketing, digital and ecommerce set-up for new airlines, routes or travel products.
- Travel content & search. Destination and route content, maps and structured data that travellers and search engines can use.
Typical engagements
- A direct-channel or ancillary review for an airline or travel brand.
- Interim or advisory support for a digital, ecommerce or commercial team.
- Launch support for a new airline, route network or travel product.
Relevant experience
Career roles include Senior Manager, Digital Retail & Pricing at Etihad Airways (employment), Head of Marketing & Digital Strategy for Hans Airways’ UK–India launch (contract), metasearch distribution work with Dohop (contract), and earlier roles at Air Berlin, CityJet and WorldHotels. None of these are presented as Alpha Digital Group clients.
Case studies
This work in practice.
- Island routes. Connected journeys.Growing a low-cost carrier’s virtual interline business from a low base, by making connecting itineraries visible and bookable in Google Flights.Read the case study
- Fewer failed payments. More completed journeys.Improving how interline bookings were paid for across a low-cost airline group’s partner network, so more connecting journeys reached a confirmed ticket.Read the case study
- New partners. New connecting markets.Growing a European travel technology company’s interline business with two large Asian low-cost carriers, from onboarding to connecting sales across markets.Read the case study
- Faster pages. Faster fares.Using AI-assisted analysis, Lighthouse and Firebase app data to find where an airline’s website and app were slow, and to improve speed from the booking engine to the CDN.Read the case study
- Find the weaknesses before attackers do.Leading penetration testing across an airline’s website, mobile app and booking APIs, from scoping and rules of engagement to verified fixes.Read the case study
- More partners. More bookings.Growing an airline’s sales through metasearch partners such as Kayak, by improving fare feeds, landing pages and how partner traffic was measured.Read the case study
- From zero to bookable.Setting up a new long-haul airline’s reservations and online booking on AeroCRS, alongside the brand, website and go-to-market plan.Read the case study
- Every milestone, told well. Every crisis, handled.Managing UK press relations for a new long-haul airline, from announcing its major milestones to steering communications when things went wrong.Read the case study
- Selling more than a seat.Leading ancillary pricing and merchandising at a global network airline: seats, bags, upgrades and bundles, using FareLogix and data science.Read the case study
Other services
- →Strategy & Digital CommerceCommercial and digital strategy, ecommerce, pricing and conversion — tied to revenue, not slideware.
- →Web & Product DevelopmentFast, well-structured websites and digital products built with Next.js and Astro — from prototype to production.
- →SEO, AI Search & LocalisationTechnical and international SEO, visibility in AI answers, and localisation in English, German and Spanish.
- →Performance Marketing & AutomationGoogle and Meta campaigns run through their APIs, clean measurement, and practical AI automation.
- →Videography, Photography & DroneVideography, photography and drone work for brands, real estate, hospitality and social — plus YouTube channels and podcasts.
- →Social, Creators & PRSocial media strategy, influencer and creator partnerships, and PR that earns attention rather than buys it.