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We help airlines, hotels, rail operators, cruise lines, OTAs, mobility providers, and hospitality groups build the digital platforms, data infrastructure, and customer engagement systems that drive bookings, improve guest experience, and build loyalty in the most demanding customer-service industries on earth.
Three sectors with different operating models but a shared challenge: meeting hyper-personalised expectations while managing complex operational technology, regulatory requirements, and distribution economics.
We map our solutions to the guest and passenger journey — because technology that does not serve the customer experience at the moment it matters most is technology that does not deliver return on investment.
Travel, transport, and hospitality each have specialist platforms that general technology consultants do not know. We do.
Three areas where our work consistently produces measurable commercial outcomes for travel, transport, and hospitality clients.
Every percentage point of revenue shifted from OTA to direct booking saves 15-25% in commission costs and — more importantly — gives the operator the customer relationship and data that OTA bookings remove. We build the technology that makes direct booking easier and more rewarding than OTA booking: faster booking engines, loyalty integration at checkout, exclusive direct rate guarantees, and the post-booking engagement that makes guests feel valued from the moment they confirm.
The highest NPS scores in travel and hospitality belong to brands that make customers feel recognised as individuals — using their preference and history data to personalise communication, room assignment, seat selection, ancillary offers, and service recovery. We build the unified guest data platform that makes this possible: connecting PMS, CRM, booking engine, F&B, and loyalty data into a single profile that every customer-facing system can read and write to in real time.
Airlines generate 30-50% of revenue from ancillaries. Hotels capture upgrades, F&B, and spa revenue. Rail operators sell seat reservations, catering, and leisure packages. In each case, the technology determines what percentage of available ancillary revenue is actually captured — and most operators are capturing well below their potential because ancillary offers are not personalised, not timed to the right moment in the journey, and not integrated across channels.
Travel, transport, and hospitality operate under specific industry standards, certification requirements, and regulatory frameworks that most technology consultants are unfamiliar with. We are not.
Payment security is non-negotiable in travel and hospitality — high transaction volumes, card-not-present environments, and high fraud risk make PCI DSS compliance both mandatory and operationally complex. We design PCI DSS-compliant payment architectures that protect cardholder data without creating friction in the booking flow.
IATA NDC is reshaping airline distribution — enabling airlines to offer rich, personalised content and ancillaries directly to travel agents and OTAs without GDS intermediation. ONE Order replaces the legacy PNR/ticket/EMD structure with a single order. We implement NDC and ONE Order APIs and help airlines move more volume through direct and NDC channels at lower distribution cost.
Travel and hospitality businesses collect rich personal data — itinerary details, dietary requirements, loyalty history, biometric data at borders — creating significant GDPR obligations. We design data architectures that comply with GDPR, the UK DPA 2018, and US state privacy laws (CCPA, CPRA) while retaining the guest data needed for personalisation.
EU Regulation 1107/2006 (aviation), EU Regulation 181/2011 (bus/coach), EU Regulation 1371/2007 (rail), and the UK Equality Act all mandate accessible services and digital tools for Persons with Reduced Mobility (PRM). We design digital platforms and booking tools that meet WCAG 2.1 AA accessibility standards and support PRM-specific service requests.
Feedback from Chief Digital Officers, Revenue Managers, and Heads of Guest Experience across airlines, hotel groups, and rail operators.
We were paying Booking.com and Expedia an average of 18% commission on 62% of our room nights — a £4.2 million annual cost that had grown every year for a decade. Rackwave rebuilt our direct booking engine, integrated loyalty points at checkout, implemented a best rate guarantee with clear communication on the booking page, and connected our email CRM to send personalised pre-arrival offers that made direct guests feel more valued than OTA guests. In two years, direct bookings went from 38% to 57% of room nights. The commission saving alone recovered the technology investment in four months. The guest data we now own from direct bookings has become the foundation of our loyalty programme redesign — we know who stays with us now, and we use that intelligence every day.
Our ancillary revenue was £12 per passenger. The industry average for airlines of our size is £22-28. Rackwave redesigned our ancillary merchandising — ML-based offer targeting, dynamic bundling, and a pre-travel email sequence offering upgrades 72 hours before departure. Ancillary revenue went to £19 per passenger in 14 months. On 3.4 million passengers per year, that is £23.8 million of additional revenue from improving our own technology.
Rackwave built our digital ticketing platform and real-time passenger information system in 11 months. App store rating went from 2.3 to 4.6 within six months of launch. Digital ticket sales went from 34% to 68% of total revenue — reducing station queues and cash handling cost significantly. The real-time disruption notifications have been the highest-rated feature in every customer survey we have run since launch.
“Rackwave Technologies has significantly improved our marketing performance while providing reliable cloud services. We’ve been using their solutions for a while now, and the experience has been seamless, scalable, and results-driven.”
David Larry
Founder & CEOCommon questions about travel, transport, and hospitality technology with Rackwave Technologies.
Reducing OTA dependency requires technology that makes direct booking demonstrably better than OTA booking — both in the booking experience and in the post-booking treatment. We approach it in three layers: first, the direct booking engine must be faster and cleaner than the OTA experience (most hotel direct booking engines are slower and more complex than Booking.com — that is the first problem to fix); second, the direct booking must offer something the OTA cannot (loyalty points, exclusive rates, room upgrade offers, complimentary extras); third, the post-booking journey must reinforce the choice — personalised pre-arrival communication, early check-in offers, and arrival experience that makes direct guests feel more valued than OTA guests. We typically see direct booking share improvements of 10-25 percentage points within 18 months when all three layers are addressed.
NDC (New Distribution Capability) is an IATA XML standard that allows airlines to communicate directly with travel agents and OTAs using a rich data format that GDS systems cannot match — offering personalised pricing, ancillaries, seat maps, and multimedia content without the GDS intermediary. For airlines, NDC reduces distribution cost, enables personalised offer creation based on individual traveller data, and allows ancillary revenue capture in the agency channel. For travel agencies and corporate booking tools, NDC access means access to the full airline product rather than the stripped-down GDS content. We implement NDC APIs for airlines and NDC aggregator connectivity for travel agencies and corporate booking tools.
Yes — PMS to CRM integration is one of our most frequent hospitality engagements. We integrate Opera Cloud, Mews, Protel, and Cloudbeds with Salesforce, Revinate, Cendyn, and custom CRM solutions. The integration typically covers: guest profile data bidirectional sync, stay history and preferences from PMS to CRM, loyalty points posting from PMS to loyalty platform, and CRM-driven personalisation data flowing into the PMS check-in workflow so guest-facing staff see the profile and preferences in their operational system. We also integrate PMS with F&B, spa, and event management systems to create a truly unified guest record.
Yes. IROPS (Irregular Operations) management is an area where airlines have significant technology gaps — most disruption communication is still manual, reactive, and poorly personalised. We build automated disruption notification systems that detect flight cancellations and significant delays in real time, trigger personalised passenger communications within minutes (with rebooking options, compensation entitlement, and hotel/food voucher generation where applicable), and integrate with the call centre to reduce inbound volume during disruption events. We also build proactive disruption systems that alert passengers to potential disruptions before they occur — based on weather data, slot restrictions, and aircraft rotation risk — enabling earlier rebooking offers.
We work with Revenue Management System vendors (IDeaS, Duetto, Beonprice) on implementation, data integration, and performance optimisation — connecting the RMS to PMS rate loading, channel manager distribution, and the business intelligence layer that gives revenue managers visibility of pick-up, pace, and competitive positioning. We also build custom revenue management analytics for hotels that cannot justify enterprise RMS costs — using booking pace, channel mix, and demand signal data to build a BI dashboard that enables better manual pricing decisions. For hotel groups, we design the data architecture that enables group-level revenue management rather than property-by-property optimisation.
Yes. We build transit and intercity ticketing apps from the ground up — journey planning (integrating Google Transit or proprietary schedule data), ticket purchase and payment, QR code or NFC barcode generation, multi-operator journey support, season ticket and pass management, accessibility features (WCAG 2.1 AA), and real-time disruption notifications. We have built ticketing platforms for national rail operators, urban transit authorities, and intercity coach operators. The key integration challenges are real-time schedule data, inventory management across fare classes, and payment security (PCI DSS compliance for card-not-present rail/transit transactions) — all of which we handle as standard.