The challenges in travel marketing and the road to digital maturity (Podcast)

In this episode, we are joined by Sarah Fowler, Head of Brand & Acquisition at Riviera Travel, and Lennert De Jong, President at Planet and former CCO at citizenM Hotels.


Together they reflect on the turbulence the pandemic caused for the travel, tourism and hospitality sector and how they dealt with the disruption. The team explores the challenges and opportunities the travel industry faces as it gets back on its feet, how to build a strategy to scale activity as demand increases, and how you can shift your business towards digital maturity.


Topics of discussion:


  • The impact of the pandemic on travel, tourism and hospitality, and the shift in customer behavior and trust
  • The loss of data due to the phasing out of cookies and regulation changes
  • How to forecast performance when you’re basing it on COVID years
  • Identifying the online and offline customer research phase touchpoints
  • How to effectively build an attribution solution to robustly define your marketing investment strategy across the entire customer journey
  • And much more…


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Joining this podcast are:

Ian Harris

Founder and Executive Chairman

Alice Lawson

Account Director

Dave Howlett

Data Solutions Architect

We’re also joined by…



Sarah Fowler, Head of Brand & Acquisition at Riviera Travel


Sarah is an experienced marketing and communications leader, with over 10 years of experience in the travel and tourism sector.

Lennert De Jong, President at Planet and former CCO at citizenM hotels


Lennert has over 20 years of experience in the hospitality distribution industry and during his tenure at citizenM hotels, he was responsible for citizenM’s business strategy, from finding new opportunities to strategic ventures, new business models, and customer journey optimization.


As President of Hospitality at Planet, which provides integrated software, payment and technology solutions for its customers in the hospitality and retail sectors, Lennert leads Planet’s efforts in the hospitality vertical.

If you would prefer to watch rather than listen, you can watch the full recording of the podcast here.

Related resources

Searching for upper-funnel attribution and predicted value in travel marketing (whitepaper)

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The digital maturity solution to evolving your marketing strategy

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The attribution challenges of high-value online purchases workshop

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