Throughout the week we post dozens of original stories, connecting the dots across the travel industry, and every weekend we sum it all up. This weekend roundup examines aviation.

For all of our weekend roundups, go here.

Should Boeing Change the Name of the 737 Max to Put Passengers at Ease? Many airline industry insiders say they expect passengers will fly the Max when it returns to service, provided the price is right. But branding and marketing experts see it differently. Many of them say Boeing must engage in a full-scale rebranding effort to make passengers comfortable enough to fly.

United Airlines’ Quest for New Revenue Bucks Trend Toward Simplicity: United is taking more chances than the typical risk-averse airline. That should help it boost revenue. But will it all be too complicated for the airline’s operational teams?

Quelle Surprise! EasyJet Hates the Idea of France’s New Eco Tax: The aviation industry’s impact on the environment is only going to grow over the coming years as air travel increases across the world. Increasing taxes might force airlines to find new solutions while also raising money to fund more sustainable forms of transport.

Southwest Joins NDC Exchange for More Efficient Airline Booking: Sure enough, more travel companies are starting to inch toward direct booking. Southwest has always been a leader in this area among the big U.S. carriers, and this move will help it do more business with corporate travelers.

Newark Airport Is Betting New Munich Operators Will Help It Go From Worst to Best: It’s no secret New York’s airports need an overhaul. Port Authority is bringing in the operator of one of the world’s best-regarded airports to do it — but structural challenges in the U.S. remain.

Atlanta: An Airport Case Study in Trying to Manage Plastic Waste: To reduce plastic waste, airports have to work with airlines, concessionaires, travelers, designers, local governments, and other parties. That’s a lot of people to educate and much behavior to influence.

Delta Sees Stronger Direct Sales From Loyal Customers: Delta’s strategy now appears to be driving loyalty in a different way: Instead of flying on the carrier because of SkyMiles, passengers simply want to fly on a better product.

Delta, Hilton and Expedia CEOs: First Look at Skift Global Forum 2019: We look forward to seeing you and 1,200+ other travel industry leaders in New York City this September. Here’s who else you can expect to see.

Photo Credit: Models of Boeing passenger airliners are displayed during the Airshow China. Boeing may consider a rebranding of the 737 Max. Kim Cheung / Associated Press