Skift Take

There are floors full of marketing folks and techies at Expedia, Booking.com, United, and American Airlines who are measuring whether consumers click faster on the yellow button or the red banner. Can airline websites afford to be cheerleader, confidante, and payment processor simultaneously? Very doubtful.

Airlines have a problem: They are pretty good at selling flights, but they fail again and again when it comes to inspiring travel, and selling related products, from hotels to vacation packages, and bottles of booze. Enter Jay Sorensen, a former director of marketing at Midwes