Latest news and insights.
Browse our latest articles related to marketing, strategy and design in the travel and leisure industry.
Dealing with "AI hallucinations": Protecting your brand’s facts in generative search
A potential customer asks ChatGPT about your hotel. The AI responds that you have a rooftop pool and spa facilities. You don't. Another person asks Claude about your tour company's safety record. It mentions an incident that never happened at a location you don't even operate in. Someone asks about your restaurant's menu, and the AI describes dishes you stopped serving two years ago.
What is zero-click discovery? How travel brands can monetise AI citations
Your content is being read. Your expertise is being cited. Your recommendations are being shared. But your website traffic is dropping. Welcome to the era of zero-click discovery, where being right doesn't automatically mean being rewarded.
Creating human-expert content that AI systems trust
There’s a strange trend emerging in travel marketing – or actually all marketing – right now. AI can write content in seconds, but AI systems are getting better at detecting and devaluing AI-generated content.
Branding.
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Top 10 Travel Marketing Agencies Worldwide
Let's be honest: finding the right marketing agency for your travel brand feels a bit like dating. There are plenty of options out there, everyone looks good on paper, and you won't really know if it's a match until you're already invested.
The rise of private group travel and what it means for luxury brands
The luxury travel market is experiencing unprecedented growth and with it, travellers are changing their focus. The segment that used to be synonymous with five-star hotels, first-class flights and opulent suites is shifting to demand something different: privacy, connection, and bespoke experiences shared with their inner circle.
How to refresh your luxury travel brand without losing existing clients
In our experience with luxury travel businesses, we’ve found there are two main categories of brands looking for an update: they’re either well-established brands that have started to feel a little dated, or they’re newer brands looking to differentiate themselves and ensure their identity reflects the premium, bespoke experiences they offer.
Digital Growth.
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Why generic destination guides don't rank anymore (and what does)
You spent time creating a destination guide. Researched the headings, covered the main attractions, made sure the best-time-to-visit section was thorough. It picked up some traffic. Then, it stopped ranking.
What your customers ask AI vs what's on your website
Someone is planning a trip. They open ChatGPT and type: "What's the best boutique hotel in the Serengeti for a couple's trip with a spa, under £300 a night?" A second later, they have a curated shortlist. Three hotels, each with specific reasons why they've been recommended: verified amenities, recent guest sentiment and clear pricing information.
AI has made client retention harder: What travel brands can do about it
A couple books an amazing safari with your company. They have the trip of a lifetime, and they rave about the experience to friends. Two years later, they're ready for their next adventure. They open ChatGPT and ask, "Plan a two-week trip to East Africa for adventure travellers."
UX & Design.
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Your brand identity or AI visibility? Why travel sites can have both
You spent months perfecting your website. You’ve used custom photography, and you carefully chose a typography that reflects your brand's personality. Then someone tells you that AI can't read any of it, and you need to "optimise for machines”.
Agent-friendly web design: Is your website ready for AI agents?
Your website was designed for human eyes. Beautiful hero images, crafted brand storytelling, smooth scrolling animations, and an intuitive navigation menu. But increasingly, your first visitor isn't human at all. It's an AI agent, crawling your site to answer someone's question about your travel services.
Top 5 ways to make your luxury travel website more experiential
Travel is all about experiences. And, since your website is probably the first contact a potential client will have with your luxury travel brand, it should reflect the experiences you offer.
Industry & Trends.
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Why generic destination guides don't rank anymore (and what does)
You spent time creating a destination guide. Researched the headings, covered the main attractions, made sure the best-time-to-visit section was thorough. It picked up some traffic. Then, it stopped ranking.
What your customers ask AI vs what's on your website
Someone is planning a trip. They open ChatGPT and type: "What's the best boutique hotel in the Serengeti for a couple's trip with a spa, under £300 a night?" A second later, they have a curated shortlist. Three hotels, each with specific reasons why they've been recommended: verified amenities, recent guest sentiment and clear pricing information.
AI has made client retention harder: What travel brands can do about it
A couple books an amazing safari with your company. They have the trip of a lifetime, and they rave about the experience to friends. Two years later, they're ready for their next adventure. They open ChatGPT and ask, "Plan a two-week trip to East Africa for adventure travellers."
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