Field notes from a firm that builds
what it argues for.
Editorial writing on travel commerce, agentic systems, and platform modernisation. Written by the people running the engagements, not the marketing team. Published when we have something to say, not on a schedule.
Eight recent pieces.
The current thinking on what travel businesses should build, retire, and refuse.
The post-booking servicing gap nobody built for.
Travel tech spent two decades optimising the booking button. Almost nothing was built as carefully for what happens after: disruption, re-accommodation, and the change nobody planned for.
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The ownership of travel data is up for grabs.
A single PNR passes through five organisations before a trip is even flown, and NDC, the EU Data Act and agentic AI have all reopened the question of who actually owns what it contains.
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The illusion of choice in booking flows.
Forty fare options and one real choice. Drip pricing, decoy fares and fake scarcity built conversion for a decade. Regulators and travellers have both stopped buying it.
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Why travel APIs are the new competitive battleground.
Rate parity and inventory are commoditised. The API surface a travel business exposes, and how well it treats that surface as a product, is what now separates share gainers from share losers.
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The RFP is broken for travel technology.
The travel RFP was designed to procure hardware. It cannot pick a partner for a system that ships every week. Here is what to run instead.
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The revenue system is the product.
Travel businesses treat pricing, distribution, and loyalty as three separate departments. The winners of the next decade will treat them as one system, and staff it accordingly.
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Agentic booking, and what actually ships in 2026.
The demos are impressive. The production systems are quieter, narrower, and far more valuable. What the second wave of agentic booking looks like inside real travel businesses.
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Modernisation without the rip and replace.
The travel industry's mainframes did not go away. They got wrapped, throttled, and joined by newer systems that never quite replaced them. Here is how to move forward without starting a two-year war.
Read the piece →If any of this rhymes with your roadmap, let's talk.
A strategy call is a working session, not a pitch. Bring the problem, leave with the shape of an answer.