6 Digital Trends We’re Tracking at Skift This Week

 Every week we post hundreds of stories across various sectors in travel, connecting the dots across various global trends, and in these weekend posts we highlight the stories that tackle these trends. This one looks at top digital trends.

For all of our trends roundups, go here.

>>These personalization elements are nice to have, but what startups in the area have so far failed to do is make them essential to consumers: Google Urges Airlines to Reap Rewards From Mobile Disruption

>> Independent hoteliers are indeed exploring alternatives to the big online travel agencies: A Boutique Hotelier Explains What’s Wrong With the State of Online Booking

>>For a look at all the marketing stories that caught our eye this week, check out this roundup: Digital Travel Marketing This Week: Expedia’s Loyalty Program, Digital Ad Effectiveness and More

>>It was a helluva ride but the Expedia-Orbitz deal was never in serious jeopardy: Expedia’s Acquisitions: Orbitz Buy Caps Off 3 Years of Major Deals

>>We saw this coming: Expedia Antitrust Regulators Decide That Orbitz Is Too Small to Matter

>>Brands are embracing a wide range of new platforms to ensure they are there for the customer: Travel Brands Look Beyond Facebook and Twitter for the Future of Social Media