commercial innovation in travel and tourism
We are innovation experts, synthesising AI with travel-tech experience to deliver new growth
Heres what’s coming for travel leaders in 2026…
AI Disruption
AI Overviews, zero‑click search, and conversational agents now mediate how travellers discover and compare options, often without reaching official destination sites. DMOs must rethink demand generation, visibility, and commercial models for AI‑mediated journeys.
Platform Disruption
OTAs, metasearch, and super‑apps increasingly control the interfaces where travellers decide, shaping pricing, inventory, and brand perception. Transport and accommodation providers need platform‑aware partnerships and strategies that align with this new distribution logic.
Channel Disruption
Search, social, metasearch, affiliates, direct, content, and AI assistants all compete for the same moment of intent. Destinations, carriers, and hotels must redesign attribution around connected ecosystems, so investment follows real cross‑channel impact, not standard metrics.
Change is inevitable, but disruption is not. Innovation is your unfair advantage.
Who we work with
We work with OTAs, DMOs, STOs, transport operators, carriers, accommodation providers, and a wide range of industry partners to design innovative, data‑driven initiatives that unlock new revenue, and grow long‑term commercial value.
What our clients say
“Don has changed how we look at marketing in the GEO age. Our operation is sleeker, faster and more prepared for the future.”
Wendy Olson Killion, CEO, Rome2Rio
“There is no better innovation brain in the industry, Don has an outstanding reputation for commercially driven change.”
Jane McFadzean, Senior Director, Trip.com
“Don transformed our creative studio into a marketing innovation function delivering increased revenue and value.”
Angelique Miller, VP, Expedia Group
“The value proposition and brand for our AI driven travel-tech business was designed with great craft and creativity.”
Ori Gal, Co-Founder, Via.Ai
Traditional product and marketing models are slow, expensive and ultimately, redundant
Case studies
Expedia Media Studio
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Under our guidance, Expedia’s in house agency, known as Creative Partnerships, was transformed into Expedia Media Studio, a full-service, innovation-driven, content publishing division, with new marketing channels and platforms.
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By designing and building a suite of marketing technology platforms, channels, and strategic travel solutions, we were able to centralise and support the whole business with innovative, proactive, take to market solutions, at the cutting edge of travel marketing.
The Media Studio team won Best In-House Brand/Content Studio at the 2023 global Digiday awards.
Rome2Rio
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We supported the leadership team at Rome@Rio to design a GEO based content marketing strategy to deliver increased retrieval augmented generation (RAG).
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The design and build of a graph network system for cross-platform and channel content marketing, ensured brand and product visibility was surfaced and optimised for AI/LLM models.
Via.ai
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Destinnovation supported Via.AI to build their Agentic AI Travel Concierge value proposition and brand, along with their take-to-market investment materials.
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In 2025 Via.Ai was selected as one of the ten most promising travel startups worldwide for the FutureTravel Summit. The company has multiple large clients on board, and is delivering revenue and growth.
The Hawaiian Islands
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Hawaii is a destination that offers any kind of traveller, almost any kind of vacation. The challenge was to help travel shoppers decide on the right trip?
Employing the latest facial recognition and eye tracking software, we showed viewers the breadth of activities available, and, based on the strongest responses, curated the perfect trip for each viewer.
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The technology application and supporting campaign delivered over a million total views of the site. Leading to a 20% increase in demand on Expedia sites. With an overall 115:1 return on investment.
Greyhound
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The business operated as a disconnected set of operating units without integrated digital systems.
Using CX, UX, and service design principles, an end to end user journey was mapped and a strategic framework built to deliver frictionless, multi-channel, on and offline customer journeys. Reconnecting the business through integrated marketing, brand, sales, service and technology.
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The company saw an immediate 11% uplift in transactions, and a 13% increase in revenue. Along with a BIMA award for Digital Transformation.
Expedia
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Integrating the Expedia travel shopping API into a proprietary OTT content platform allowed Expedia to develop content series’ in partnership with destination brands that, for the first time, allowed viewers to purchase travel at the point of inspiration.
Using CX, UX, and service design principles, an end to end user journey was mapped. Then internal and external technologies were integrated around a strategic framework, built to deliver a frictionless, shoppable-content experience for travel customers.
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Launched in Q4 2022, the platform has already delivered nine new content series’ for global destinations, exponentially increasing visibility, and more importantly, revenue growth.
