A splashy spread in a Conde Nast-style publication? That may stroke the ego of an executive, she suggested, but there isn't much strategic or business driving value.
Rafat Ali made the point that mainstream media is obsolete, fractured into millions of podcasts, specialist sources, and social platforms, mostly X.
The blunt reality is: Too much ego and sentimentality exists in modern travel marketing. Sticking to the old way of doing things without doing the hard work to evaluate, assess, and evolve how a brand's story is told.
'Alpha' - the extra return brands hope for from marketing - is being left on the table in favor of shiny parties and being in the cool club.
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