This is an interesting read from Colin Nagy on changing the status quo in travel brand marketing and communication strategies:
https://skift.com/2024/11/12/the-problem-with-travel-brand-marketing-and-how-to-fix-it/
I don't need to tell you that media is in a constant state of change and there are excellent recommendations here on how to make your marketing spend work harder for your business. But what strikes me (once again), is the importance of the human touch, as it creates the best and most engaging content – and not just for travel brands.
Youtube, Substack and others are all key to success nowadays. But there is still room for traditional media. If you can, read Lucy Kellaway's recent article on Eriro in the Austrian Alps (Financial Times, 26 October 2024). It's journalism of the highest order and not all of it is the gushing PR one might expect from a lesser journalist and publication. But it is engaging, challenging and, above all, human. And to paraphrase Colin's article, it will put heads on beds. And the photography is not "women looking out at things".
I will certainly pay more attention to how brands evolve their marketing on YouTube and beyond. But I will always be influenced by a human connection and a human story. I read so much about how hotel brands are “creating genuine local experiences” but I question if there is really any human connection in these promises. As we prepare for 2025 how many brands are making a genuine commitment to investing in people – and not just from a content point of view.
#sparrenconsulting #mindfulness #empathy #relationalmindfulness #vietnam #hospitality #hotels #tourism #skills #thailand #leadership #connection #humanconnection #marketing #htsi #skift #luxury #people #journalism