The problems with travel brand marketing
Travel marketing is stuck in the past, driven by ego and outdated methods, missing opportunities for growth in favor of flashy events and trends
This election season highlights that mainstream media is becoming obsolete, overtaken by podcasts, niche outlets and platforms like X. YouTube, still underrated, has emerged as the dominant media force. Meanwhile, the travel industry remains stuck in traditional media, with PR pushing outdated products.
Key takeaways
- YouTube is by far the leading platform where consumers seek travel content;
- As mainstream media faces a credibility crisis, some of the most compelling writing is happening on Substack, where travel writers and brand influencers are finding their voice;
- Luxury travel marketing is often stuck in cliché, relying on outdated fashion advertising tropes. The pans, casting choices and storylines feel flat and disconnected from the real experience.
Get the full story at Skift (by subscription only)