The future of travel marketing isn't about creating more content. It's about creating something AI can't reproduce without you. There is a fundamental problem emerging in travel marketing, and it has very little to do with whether you're using ChatGPT, Gemini, Claude, or whatever new AI product showed up while I was writing this sentence. The problem is that we have [...]

The future of destination marketing isn't simply about being discovered. It's about becoming a destination that travelers, and the AI systems helping them, can trust. Imagine planning the perfect family vacation. You want hiking trails with spectacular views, restaurants worth traveling for, beautiful beaches, and enough activities to entertain the kids. Maybe there's skiing in the winter, incredible shopping, and a quiet [...]

Earlier this week, I taught a graduate class on effective communication at the University of Michigan. I brought four stories I have used in keynotes and, after telling each one, broke down what made it work. Where did the audience become curious? Which detail carried the idea? What changed in the way they understood the subject? The question underneath all of [...]