The Diggintravel Podcast

Iztok Franko
  • 5.0 (1)
  • Marketing
  • Updated twice weekly

Success stories told by the digital leaders. At best you’ll get inspired to do great digital work. At worst you’ll learn about new interesting people from airline, travel, digital and experimentation world. Narrated by Iztok Franko, founder of Diggintravel.com and a digital enthusiast.

  1. 4 days ago

    How Airlines Become Data Driven: Why Airline Digital Tracking Is Never Perfect

    In the second episode of the How Airlines Become Data Driven series, we move from the big picture to the first practical step of building a more data-driven airline ecommerce and digital marketing team. In my experience, every airline analytics project starts in the same place: understanding how accurate your digital data really is. Before optimizing campaigns, running experiments, evaluating the impact of digital spend, or making strategic marketing decisions, you need to know whether you can trust the data you're looking at. Drawing on five years of hands-on consulting with airline ecommerce and digital marketing teams, I explain why measuring data accuracy and tracking discrepancies between digital analytics platforms and backend systems should become one of the first habits every airline digital team builds. In this episode, we talk about: Why data accuracy is the foundation of every analytics and optimization project Why many airline teams don't know how accurate their digital analytics data really is How digital measurement has changed with GA4, privacy regulations, consent management, browser restrictions, and server-side tracking Why there is no single "correct" analytics architecture for every airline Why measuring tracking discrepancy is more important than chasing perfect tracking Practical approaches to measuring discrepancies between GA4, server-side tracking, and backend systems Why regular discrepancy tracking should become one of the first habits every airline digital team builds How to investigate discrepancies by segmenting data across countries, devices, browsers, and customer groups A real-world example of identifying a major tracking issue following a GA3 to GA4 migration Whether you use GA4, Adobe Analytics, server-side tracking, or a custom analytics platform, the principles are the same: understand the limitations of your measurement, validate it against a trusted source of truth, and build confidence in your data before making important business decisions. RESOURCES: Full article with practical examples, charts, and key takeaways from this episode: https://diggintravel.com/why-airline-digital-tracking-is-never-perfect/

    30 min

  2. 11 Jun

    How Airlines Become Data Driven: What Five Years of Airline Consulting Taught Me About Data

    After a six-month break, the Diggintravel Podcast is back with the start of a new series: How Airlines Become Data Driven. Over the last five years, alongside hosting more than 70 conversations with airline leaders, digital executives, UX experts, and industry practitioners, I have also spent much of my time working directly with airline ecommerce and digital marketing teams. These projects ranged from helping airlines improve digital measurement and analytics foundations, to building joined views of marketing and ecommerce performance, to more advanced experimentation and data science initiatives designed to better understand what actually drives airline business results. In this first episode of the series, I share some of the biggest lessons and observations from those consulting engagements and explain why becoming data driven is often much harder than it looks. In this episode, we talk about: Why I decided to bring the Diggintravel Podcast back after a six-month break Why this series is a return to Diggintravel's roots in airline ecommerce, analytics, UX, and digital marketing The different types of airlines and digital teams I have worked with over the last five years Why airline size matters less than organizational maturity The three stages of becoming data driven: foundations, insights, and causation Why building a common view of the business is often more important than building another dashboard How constant change, shifting priorities, and organizational complexity make data-driven transformation difficult Why routines, habits, and shared understanding are critical ingredients of data-driven culture Why alignment across marketing, ecommerce, analytics, IT, UX, and leadership often matters more than technology This episode serves as an introduction to the broader How Airlines Become Data Driven series and lays the foundation for the topics we'll explore in future episodes, including measurement, analytics, experimentation, organizational learning, and AI-driven change. If you're involved in airline ecommerce, digital marketing, analytics, data science, or digital transformation, this episode provides a practical perspective on what it really takes to build a more data-driven organization. RESOURCES: Full article with highlights and key takeaways from this episode: https://diggintravel.com/how-airlines-become-data-driven/

    23 min

  3. 18/12/2025

    Airline Generative Engine Optimization Explained: What Every Aviation Marketer Must Know

    This episode closes out the 2025 Diggintravel Podcast season with a deep dive into one of the topics that kept coming up in our Airline Leaders Series conversations: Generative Engine Optimization (GEO). After a year of interviews with airline CMOs, CDOs, and digital leaders in partnership with 815Labs, we wanted to switch gears and dig into a very specific subject that sits high on many airline agendas and that many of you asked us to explore in more detail. For this episode, I traveled to Budapest to sit down with David Minorics, Business Development Director at Mito Performance. Through Mito’s airline-focused branch 815Labs, David has worked on numerous airline digital marketing and SEO projects and is now leading GEO pilots and initiatives for airlines and other travel brands. In this episode, we talk about: What Generative Engine Optimization (GEO) is and how it differs from traditional SEO Why GEO is about being recommended by AI, not just being found How AI-powered search synthesizes information and what query fan-out means in practice The key elements of the GEO playbook for airlines How airlines can benchmark GEO visibility and sentiment What GEO metrics and KPIs actually matter How airline marketing teams can start GEO pilot projects Early learnings from GEO pilots, including projects with airlines This episode is a practical, no-hype conversation about how AI-powered search is changing airline visibility, marketing, and digital strategy. David shares hands-on insights that make this a must-listen for airline marketers, digital teams, and anyone responsible for airline distribution and brand presence. RESOURCES: Full article with highlights and key takeaways from this episode: https://diggintravel.com/airline-generative-engine-optimization/

    52 min

  4. 05/11/2025

    Airline Leaders Interview Series – Jason Ward [Azul Airlines]

    This is the fifth episode of our 2025 Airline Leaders Series, brought to you in partnership with 815Labs! For this episode, we traveled to Lisbon during the World Aviation Festival to meet with Jason Ward, Vice President of Marketing and People at Azul Airlines. In this episode, we talk about: How Jason’s journey across Morris Air, Southwest, JetBlue, TAP Portugal, and Azul shaped his people-first leadership style Why empathy and culture are the foundations of brand loyalty The OPA (Observe, Perceive, Attend) model and how it drives great service at Azul How technology and AI can enhance, not replace, the human touch Azul’s community-driven purpose and a breakdown of their special “O Céu do Brasil é Azul” (“The Sky of Brazil is Blue”) campaign Why curiosity and learning are still the most important skills for the future of airline leadership This episode offers a refreshing perspective on leadership, culture, and airline customer experience from one of the industry’s most experienced voices. RESOURCES: Full article with highlights and takeaways from this episode: https://diggintravel.com/airline-leaders-jason-ward-azul-airlines/

    37 min

  5. 20/10/2025

    Airline Leaders Interview Series – Juliana Ramirez [Flair Airlines]

    This is the fourth episode of our 2025 Airline Leaders Series, brought to you in partnership with 815Labs! In this series, we speak with top airline digital and ecommerce leaders to uncover how they drive growth, optimize digital performance, and build smarter strategies for the future. For this episode, we traveled to Lisbon during the World Aviation Festival to meet with Juliana Ramirez, Chief Digital Officer at Flair Airlines. In this episode, we talk about: Building a “team of builders” and creating a culture of ownership Balancing startup agility with corporate focus The Flair FWD initiative and using digital products to rebuild customer trust How guarantees like On-Time, Checked Bag, Travel Flex, and Disruption remove friction and build brand trust The value of direct customer feedback through Flair’s Feedback Forums Why curiosity and learning are the key skills for digital professionals in the age of AI This episode is packed with insights on leadership, digital transformation, and culture for airline digital, product, and marketing professionals who want to learn how to move fast while building trust. RESOURCES: Full article with highlights and takeaways from this episode: https://diggintravel.com/airline-leaders-juliana-ramirez-flair-airlines/

    51 min

  6. 10/07/2025

    Airline Leaders Interview Series – Sara Walter de Freitas [TAP Air Portugal]

    This is the third episode of our 2025 Airline Leaders Series, brought to you in partnership with 815Labs! In this series, we speak with top airline digital and ecommerce leaders to uncover how they drive growth, optimize digital performance, and build smarter strategies for the future. For this episode, we traveled to Lisbon to meet with Sara Walter de Freitas, Head of Digital & eCommerce at TAP Air Portugal. In this episode, we talk about: Sara’s unique journey—from a marketing intern at TAP to leading its digital transformation The 3-year transformation model: Assess – Fix – Accelerate Why cultural change is harder (and more important) than tech upgrades How consistency, trust, and resilience shape better airline digital experiences The role of experimentation, data, and collaboration in driving smarter decisions This episode is full of actionable insights for airline digital, UX, product, and ecommerce professionals navigating complex transformation and customer experience challenges. RESOURCES: Full article with highlights and takeaways from this episode: https://diggintravel.com/airline-leaders-interview-series-tap-air-portugal/

    1hr 2min

  7. 30/05/2025

    Airline Leaders Interview Series – Sevilay Gökduman [Pegasus Airlines]

    This is the second episode of our 2025 Airline Leaders Series, brought to you in partnership with 815Labs! In this series, we speak with top airline digital and ecommerce leaders to uncover how they drive growth, optimize digital performance, and build smarter strategies for the future. For this episode, we traveled to Istanbul to meet with Sevilay Gökduman, Group Head of Digital Channel Management & e-Commerce at Pegasus Airlines. In this episode, we talk about: Sevilay’s 16-year journey from revenue management to leading digital team at Pegasus How Pegasus is using gamification and loyalty to boost mobile app engagement Why the BolBol program is at the heart of their digital strategy Personalization and the challenges of building a smarter booking flow The role of testing, CRO, and agile teams in Pegasus’ digital growth This episode is full of practical insights for airline digital, UX, loyalty, and ecommerce professionals looking to create better user experiences and long-term engagement. RESOURCES: Full article with highlights and takeaways from this episode: https://diggintravel.com/airline-leaders-pegasus-digital-loyalty/

    42 min

  8. 17/04/2025

    Airline Leaders Interview Series – Ismael Monzon [Air Europa]

    This is the kickoff episode of our 2025 Airline Leaders Series, brought to you in partnership with 815Labs! In this series, we speak with top airline digital and ecommerce leaders to uncover how they drive growth, optimize digital performance, and build smarter strategies for the future. We’re starting strong with Ismael Monzón, Head of Digital Growth at Air Europa—a longtime friend of the Diggintravel Podcast and one of our earliest collaborators. In this episode, recorded live in Palma de Mallorca, we talk about: How Air Europa’s digital growth team evolved post-COVID Optimizing landing pages and value propositions for 30+ markets Personalization, CDPs, and a test-and-learn approach to AI Balancing day-to-day execution with long-term strategic thinking Lessons from Ismael’s journey from CRO expert to digital leader This episode is full of insights for airline digital, marketing, data, and ecommerce professionals looking to grow both their results and their leadership skills. RESOURCES: Full article with highlights and takeaways from this episode: https://diggintravel.com/airline-leaders-air-europa-digita-growth/

    50 min
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About

Success stories told by the digital leaders. At best you’ll get inspired to do great digital work. At worst you’ll learn about new interesting people from airline, travel, digital and experimentation world. Narrated by Iztok Franko, founder of Diggintravel.com and a digital enthusiast.

Information

  • Creator
    Iztok Franko
  • Years Active
    2020 - 2026
  • Episodes
    77
  • Rating
    Clean
  • Copyright
    © Copyright 2020 All rights reserved.
  • Show Website
    The Diggintravel Podcast