Work
Travel products, built for the world.
Practical use cases and principles for building and growing travel products — from search visibility and security to launching across markets.
Case studies
Evidence, not claims.
Each case study is labelled as contract, employment or own-product work. Organisations are named only where that is appropriate; figures appear only where they can be verified.
- 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
- Nothing ships unchecked.A pre-deploy audit that reads every rendered page of a large travel site and blocks releases that add broken links, thin pages or unsupported claims.Read the case study
- From duplicate to definitive.Fixing the canonical, hreflang and redirect problems behind a sharp fall in search visibility on a multilingual travel site.Read the case study
- Links where they count.Using Bing position data to find pages stuck just off the first results, then rebuilding internal linking so thousands of orphaned pages joined the site.Read the case study
- Less spend. Same speed.Caching a large travel site at the Cloudflare edge, filtering bot traffic and shrinking builds, after hosting costs led the provider to suspend the project.Read the case study
- Real fares. Proven routes.Replacing estimated fares, guessed airlines and unconfirmed flights with dated, cross-checked data across about a thousand route pages and hundreds of airline networks.Read the case study
- One founder. Many agents.Building and running a large travel platform with several AI coding agents in defined roles, and translating it into twelve languages with AI pipelines and human review.Read the case study
- Prices that search engines and AI can trust.Putting real, dated and automatically refreshed fares on airline and route pages, written so Google and AI assistants can quote them with confidence.Read the case study
- Search visibility. Security intact.Improving the foundations for Google and Bing discovery while maintaining Cloudflare security. Practical work across Next.js, Astro, crawling and measurement.Read the case study
- 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 · 2023 – 2024
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!