Work
Travel products, built for the world.
Six principles that decide whether a travel product works across markets — drawn from airline ecommerce, distribution and building travel products hands-on.
- 01 / 06
Start from the trip, not the inventory
Travellers think in events, places, seasons and dates. Build the journey around their intent first, then connect flights, stays and transport to it.
- 02 / 06
Design for many markets from day one
Languages, currencies, date formats and local expectations are architecture decisions, not a translation task for later. Retrofitting them costs far more than planning them.
- 03 / 06
Earn distribution through search
Useful, well-structured pages that answer what travellers actually ask, correct international SEO, and clear entities for AI answers. Organic reach compounds; paid reach stops when the budget does.
- 04 / 06
Make geography the interface
Maps, distances, connections and seasons help people decide. A clean data model makes them fast, accurate and consistent across every page and language.
- 05 / 06
Be fast everywhere, especially on mobile
Travel intent is high and connections are often poor. Static-first pages, lean JavaScript and fast images are conversion features, not engineering hygiene.
- 06 / 06
Build trust first, then measure
Honest content, clear prices and no dark patterns before anything else. Then instrument the whole journey with privacy-first analytics, and test small and often.
Where this comes from. Airline digital retail and pricing, metasearch distribution, a long-haul airline launch, hotel ecommerce, and Alpha Digital Group’s own hands-on travel product work.
Career
Before and alongside ADG.
Ross’s corporate career is separate from Alpha Digital Group. These are roles he held in employment or on contract — not Alpha Digital Group clients.
Etihad Airways
Senior Manager, Digital Retail & Pricing · 2018 – 2020
Employment- Context
- Ancillary revenue — seats, bags, upgrades and bundles — sold through digital channels at a global network airline.
- The work
- Led a team on ancillary pricing strategy using data science, and worked across teams on the digital customer journey and conversion.
- Outcome
- Pricing initiatives within an ancillary revenue budget of more than $300M.
Hans Airways
Head of Marketing & Digital Strategy · 2021 – 2023
Contract- Context
- A new long-haul airline launching between the UK and India, starting from zero brand, channels or customers.
- The work
- Built the brand, digital funnel, ecommerce operations and go-to-market plan, reporting to the CCO and CEO.
- Outcome
- Marketing and ecommerce set up for launch in under twelve months.
G42
Senior Marketing Specialist · 2021
Employment- Context
- An AI and cloud provider expanding its cloud business in the UAE market.
- The work
- Ran marketing plans and partner marketing with global technology vendors, and worked with public-sector bodies on adoption.
- Outcome
- Enterprise B2B marketing experience in AI and cloud, reporting to the COO and CEO.
Dohop
Metasearch & distribution
Contract- Context
- A travel technology company connecting airlines and travellers through metasearch and virtual interlining.
- The work
- Worked on airline distribution and conversion through metasearch, identifying commercial and technical issues affecting channel performance.
- Outcome
- Channel findings translated into a prioritised commercial roadmap.
Career experience also includes
- flyadeal
- WorldHotels
- CityJet
- Air Berlin
- Groupon
- Dell
- Yahoo!