Some destinations are thinking about AI visibility the wrong way. They’re treating it like SEO—optimize pages, update keywords, improve rankings. But AI doesn’t prioritize pages, it prioritizes answers. When a traveler asks: Where should I go for a relaxing weekend?What’s a good trip for reconnecting with friends? AI tools don’t return a list of links.They generate a response using content that [...]

Look at most destination content and you’ll see the same pattern. Things to do.Where to stay.Places to eat. It’s organized around the destination. But that’s not how most trips are being decided anymore. Travelers aren’t starting with a place and filling in the details. They’re starting with a need and working toward an answer. That’s where most content breaks. It assumes [...]

There’s a quiet shift happening in consumer travel planning.

Four astronauts are currently on their way back from the Moon. While they were out there, 248,000 miles from Earth, no Wi-Fi, no cellular signal, they were still posting.

She was six years old when she found YouTube. By nine, she was on Instagram. By ten, she was hurting herself. By thirteen, she had been diagnosed with body dysmorphic disorder and social phobia. At trial, she went only by her initials: KGM. This week, a jury found Meta and YouTube liable for creating addictive products engineered to hook young users. [...]

When you sit down to record a podcast, you usually think you know what the conversation is going to be about. AI.Social media.Destination marketing tactics.Campaign strategy. But after recording a series of interviews during the Oregon Governor’s Conference on Tourism for my podcast Field Notes: Insights and Observations for the Travel Marketer, a different theme started to emerge. Not technology.Not marketing [...]