Joyned Marketing
In this series, we sit down with industry experts to learn more about them and get their thoughts on the latest trends and opportunities for the travel industry.
Thanks for taking the time to speak with us today, Antonella. Can you tell us a bit about your background?
I started my career at Alitalia Airlines before moving to Sabre, where I spent the majority of my professional life, rising to the role of Vice President of Sales and Distribution across various divisions. Today, I know the industry inside and out – especially on this side of the world (Europe), but also the US.
I naturally gravitated toward mentoring and coaching because I’m a people person who also enjoys coming up with new ideas. One of my teams used to bring me into meetings, where things weren’t going according to plan, hoping I could help turn them around. Over time, I realized I needed a new challenge to regain my drive, rekindle my motivation, and focus on my passion for innovative technology in travel. This led me to leave Sabre and establish Fly Higher Consulting, where I work with agile, forward-thinking companies and startups leading in travel tech innovation, such as Joyned.
Are there any aspects of your career that stand out the most?
There are a couple of aspects that I would like to highlight. The most exciting side is having had the opportunity to learn so much about all the intricacies of how travel happens and how travel technology is the “secret sauce” that makes all of us enjoy an almost effortless way of traveling. And then the adrenaline of selling travel technology, watching how customers enjoy the benefits of it, and how a company with good technology to sell can scale fast and against all odds.
I need to mention my campaign for Diversity and Inclusion. This was driven by the fact that in 99% of my professional life, I was the only woman sitting at the conference table – something that I couldn’t accept and which compelled me to actively engage in promoting and advocating for greater diversity. This commitment drove me to become one of the founding members of Chief UK, one of the largest worldwide networks for women executives that was launched in London in 2022.
More recently, I also joined the board of a UK charity called Travel for All, which focuses on making travel more accessible for people with disabilities. Travel has always been a significant part of my life – my husband is a former pilot, and my son works for an airline company in revenue management so travel is my bread and butter. I believe it should be enjoyed by everybody, including those who may need additional support. That’s why I’m proud to play my part in making sure that everyone, regardless of their needs, has the opportunity to travel.
You’re now an official advisor to Joyned. What attracted you to them?
I came across Jonathan and Joyned after setting up my own consultancy. I was really drawn to Joyned because of their exceptional product, which is leading the way in social revenue. It’s what the industry needs at the moment – exactly the right piece of technology, arriving at the perfect time. And I was also deeply inspired by Jonathan and Michael. Their approach to managing people is truly inspirational and it’s a pleasure to watch them work. With such a great management team, Joyned is well-positioned for significant growth.
Why should the travel industry take notice of Joyned?
Social revenue offers great appeal. By harnessing authentic social interactions, vendors foster genuine connections between users which speeds up the decision-making process on purchases. Not only that, but as Jonathan points out, travel is social, yet many vendors fail to reflect this in their user experience. The travel and hospitality industries will miss out by not tapping into the advantages of social revenue, which Joyned is pioneering with their technology.
What do you think the future holds for the travel industry?
The travel industry is changing at a very fast pace driven by a blend of innovation, changing consumer behaviors, and global challenges. Technology is advancing much quicker than in the past. Advances in AI and big data will allow travel companies to offer highly personalized experiences. Travelers will receive customized recommendations for destinations, accommodations, and activities based on their preferences and behavior. Automation in booking, customer service, and even travel itself (like self-driving cars) will streamline operations and enhance the customer experience. Travelers now expect more flexibility in bookings and cancellations, as uncertainty around health, safety, and travel restrictions continues.
In short, the future of the travel industry will be defined by a need for adaptability, innovation, and a strong focus on sustainability, safety, and interaction among travelers. As technology continues to evolve and consumer preferences shift, the industry will likely see a more personalized, eco-conscious, and digitally integrated landscape and a growing need to make “informed” decisions when traveling. This is one of the reasons why Joyned is the right innovation in travel coming at the right time.