✈️ Love is going places

AirTagging luggage

People have been using airtags to track their luggage for a while. Now, Lufthansa Group airlines are making it official. Passengers on Lufthansa, SWISS, Austrian Airlines, Brussels Airlines, and Eurowings can link their Apple airtags to the airline’s baggage tracking system.

This makes it easier to find lost bags and reduces stress for travelers. It’s a simple update, but gives passengers more control over their luggage and helps airlines solve baggage issues faster.

The Dutch twist

Intrepid Travel just made its biggest acquisition, buying Dutch tour operator Sawadee Reizen to expand beyond English-speaking markets. The deal adds 20,000 new customers and AUS $100M in revenue, now making the Netherlands its fourth-largest market.

But there are challenges. Running a Dutch-language brand is different from operating in France or Belgium.

This is just the beginning. Intrepid plans to acquire more local-language tour operators in Europe as it works toward its bigger goal: AUS $1 billion in revenue by 2030.

Museums are going digital

Smartify, known as “the Shazam for art,” just raised €1.8M to grow. It started as an app to identify artworks but has expanded to help museums and cultural sites connect with visitors through custom apps, audio guides, and a marketplace.

The funding comes after a 68% increase in app usage last year. Smartify now has over 2 million active users and 700 cultural partners. Tech like this is making cultural experiences more engaging and accessible for visitors worldwide.

The new normal for DMOs

Destination marketers are investing more in digital, but measuring ROI is still a challenge. Sojern’s report shows DMOs are shifting to always-on campaigns, using AI for content, and exploring co-op marketing.

Clicks remain the top metric, but tracking full-funnel success isn’t always easy. Streaming platforms and short videos are also gaining traction as ways to reach travelers. With bigger budgets and more complex campaigns, making better use of data will be key to success.

Influencers 🤝 Travel Deals

Scrolling through social media is now just as common as searching flight deals when planning a trip. Trending Travel and Holiday Pirates are teaming up to help tourist boards and travel agents reach more travelers. Together, they have an audience of over 1.1 billion across social media, WhatsApp, and newsletters.

The goal is to make it easier for people to find and book trips through content creators. With more travelers turning to social media for inspiration, this partnership could change how people discover (and book) their next trip.

Smart seat swap

Alaska Airlines is making flying more flexible by using AI to optimize seat availability. Through Volantio’s solution, the airline offers incentives (like travel credits or upgrades) to flexible travelers willing to switch to less crowded flights. This frees up seats for last-minute bookings, maximizes revenue, and improves overall efficiency without adding more flights.

The system has already generated over $20M in annual impact, proving that smart seat swaps benefit for both passengers and airlines alike.

Airfare guessing games

Israel-based Mize is stepping up its travel fintech game with the acquisition of RightRez, a leader in air automation and post-booking optimization. Since airfare is notoriously complex, automating rebooking, refunds, and pricing adjustments can save travel companies time and money.

By expanding into flights, Mize is creating a smarter, more efficient approach to travel management. And this means agencies and operators can work more efficiently, reduce costs, and improve margins.