Media and PR

Giving travelers a peek at what happens behind the scenes by sharing their staff's personal take is one way to build brand affinity.

Snapchat's stories entice Millennials to see what locals experience, and the least travel brands can do on this platform is watch, learn, and iterate.

The integration of user-generated content into campaigns reassigns creative control from composing and capturing images to identifying real-life stories.

Brand values, look and feel have a place on social media and the success of this translations hinges on how well the brand itself picks, grooms and empowers their team.

American and European tours looked so grand back then.

Truly identifying with travelers as a traveler -- not as a marketer who is thinking like a traveler -- helps viewers relate better to the brand message.

Travelocity has left the gnome behind before, and it's come back to it in times of need. Maybe the gnome should just take a long vacation and wait for their call when they get desperate.

Low-tech and high-tech productions can have a way of dialing in and out of authenticity.

When will the majority of travel CEOs smarten up and use social media to praise their employees and appreciate their customers? It's OK to be human.

With consumers' short attention span, JetBlue's new fare options and checked bag policy may not be such a big deal, especially when coupled with some lower fares and lower change fees.