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Community Co-Creation
Campaign success is shifting from impressions to active participation. Destinations showing up in niche, interest-driven spaces invite genuine involvement and engagement.
AI, Reddit & the Search Revolution
Community conversations actively feed the AI search tools travellers use to plan trips. Trustworthy editorial content is increasingly rewarded by AI discovery systems.
Platform as Brand Decision
Platform selection is a brand management exercise. DMOs must audit not just campaign performance but the values and terms of the platforms they invest in.
Assess each platform as two distinct propositions: where to contribute meaningfully to conversations and where to amplify through paid distribution.
Regulatory moves to moderate AI-generated content will influence content performance long-term meaning agile strategy adjustment is essential.
Reconcile the tension between investing in emerging platforms and relying on legacy measurement frameworks to justify budgets.
Over-reliance on any single platform is a strategic vulnerability. Treat platform strategy as a living portfolio informed by community behaviour and aligned with brand values.
