In a recent Idealog column, David MacGregor wrote: “User experience (UX) is a central thought for marketing today. Products are just stuff. There is no shortage of replacements for yours.” When you consider that more than a third of Air New Zealand’s revenue is generated by its global websites, and nearly half the people visiting go straight to the booking search tool, UX is an especially important aspect of the increasingly digital-centric travel industry. Those figures look likely to increase, so Air New Zealand has heeded the words of the digital soothsayers and made www.airnz.co.nz more customer friendly with the most significant changes to the site’s usability in six years.