Ben Duhig's Linkedin Analytics

Virgin Atlantic. The brand that made travel feel cool — before I’d even left the country. It wasn’t just the red uniforms. Or Branson’s bravado. Or the cheeky ads on the back of newspapers. It was the feeling that they stood for something. → Long-haul, but with character. → Premium, but not pretentious. → A challenger brand in every fibre. They didn’t fly you from A to B — they disrupted the whole FEELING of travel. At a time when air travel was all beige carpets and boring food trays, … Virgin turned it into a bold, branded experience. And once they did? Others followed. → EasyJet. → JetBlue. → A whole wave of challenger brands, built on the belief that different could win. Because that’s what Virgin did. They found a gap in the market— and built a brand people actually cared about. Even today, that gap still exists. Big players can offer price. They can offer routes. But few offer true differentiation. And in our globe filled with indistinguishable logos and interchangeable offers— … the brand that makes you FEEL something, still wins. What’s the travel brand that stuck with you?

Digital may dominate, but traditional media still builds the most trust. Especially in travel. When it comes to choosing who to book with, TV and print still matter—a lot more than people think. Why? → Perceived credibility. - If a brand can afford a TV ad, many assume it must be legit. - There’s a baked-in sense of scale and seriousness you can’t replicate with a Facebook ad. → Emotional storytelling. - Travel is emotional. - Traditional formats like TV let you linger on the moment—create a feeling, not just a click. → Legacy media still signals quality. - People might scroll past an Instagram ad without thinking. - But they’ll pause when they see a beautifully shot travel story on Channel 4, or a press piece in a national. So what should brands do? Integrate, don’t isolate! 1. Combine digital reach with traditional trust. 2. Build performance into brand. 3. Create campaigns that feel joined up—online and offline. Because when you blend credibility with conversion… … you get the kind of brand presence that drives bookings AND builds belief. Which channels do you still trust when planning your own trips?

“LOCAL PRESS IS DEAD!” I can still picture it… Someone on a street corner, sandwich board swinging in the wind, … yelling at passing marketers like a prophet of doom: “PRINT IS OVER! BOW BEFORE THE ALMIGHTY ALGORITHM!” And for a while, we all kind of believed them. → Digital was faster. → Cheaper. → Easier to track. But here’s the twist in this doomsday-labelling myth: One of my longest-standing clients? Still gets incredible results from… local press. Proper, printed, folded-up-on-the-kitchen-table local press. Because it turns out: → People still read it. → Ads still work in it. → And trust? Still lives there. Just because the masses aren’t doing it, doesn’t mean it doesn’t work. (Sometimes, not following the trend is the smartest play!) So no — local press isn’t dead. It’s just not shouting as loudly as the algorithm evangelists. And that’s probably why it still works. 🔔🔔🔔

If your brand sat in a basket of five — would anyone pick it? That’s the question travel marketers should be asking. Not: “How many clicks did we get?” But: “Would they choose us… even if the price was the same?” Because that’s what brand really does. → It creates awareness. → It builds positivity. → It earns a place in the consideration set — before anyone’s even Googled a thing. And yet… We’ve become obsessed with performance metrics. Everything is a CTA. Everything has to drive an immediate return. But here’s what happens when you look at marketing through that narrow a lens: - You miss the real influence of brand. - You treat PPC like a hero, while TV or display gets side-eyed. - You forget that most conversions start with memory, not media. We saw this play out recently. A national campaign (no names allowed!) but here's what happened: → Over 25% recalled the creative. → 60%+ found it eye-catching, relevant, and engaging. → Consideration rose. → And 80% of those who recalled it? Took action. They didn’t click an ad. They searched. They explored. They chose. And once the campaign landed? → PPC conversion rates jumped. → Cost per lead dropped 20%. → Google search interest spiked. → Inbound leads exceeded targets—month after month. That’s the ripple effect of brand. But if you only look at performance in isolation? You’ll miss it. You’ll celebrate the last click. And you’ll forget what got people there in the first place. So what does success really look like? → It’s not just lower CPAs. → It’s being remembered when it matters. → It’s being picked out of the basket… every single time! Are you measuring the things that actually matter?

“Social-first” is great for engagement. But what about growth? Right now, too many travel brands are pouring time and budget into organic content— → Chasing reach that doesn’t scale. → Feeding audiences who already know them. → Prioritising likes over long-term value. The result? It looks busy. It feels active. But nothing’s really moving… Because social isn’t designed to bring in new customers. It’s there to keep warm ones warm! And if that’s your whole strategy— … You’re only ever talking to people already in the room. So what works better? → Let social reinforce the story, not carry the campaign. → Invest in performance to build demand. → Use smart brand plays — PR, OOH, content partnerships — to stretch your reach and stay top of mind. The strongest brands know how to connect the dots. They don’t just post. They build a system. One that drives attention, builds preference, and converts… … across the full journey! Where do you think brands are overspending… and underperforming?

If sustainability stays a buzzword, it’ll get tuned out. Travellers are getting smarter. They can spot empty claims from a mile off. So how can brands show they’re serious? Here are three ways to move from marketing spin to meaningful change: 1 → Look under the hood. Do your supply chains reflect your values? Because if your partners don’t pay fair wages or protect the places they operate in—your “green” message falls flat. 2 → Think beyond offsets. Offsetting isn’t a fix-all. Real sustainability comes from how you build your product, not just what you do after the booking. 3 → Work with—not around—local communities. The best travel brands don’t just arrive. They contribute. They ensure money stays in the region, businesses are supported, and communities benefit. (Brands like G Adventures and Intrepid Travel are setting the bar here). Not through slogans—but through systems built for impact. Yes, there’s still a challenge: Balancing all this with price sensitivity. Consumers say they want sustainability. But convenience and cost still drive behaviour. That’s where smart brands step in. Not by charging more, but by designing better. → Simpler choices. → Clearer education. → More thoughtful product design. Because if responsible travel is going to scale—it needs to work for everyone. Where are you seeing real progress in this space?

Why are we leaning into Responsible, Ethical, and Sustainable travel at bluesoup? Because we believe it’s where the industry should be heading. We still work with a wide range of travel brands, but RES principles are becoming a bigger part of how we think, operate, and advise our clients. It’s about making intentional steps in the right direction. Travel has the power to do incredible good, but only if we ask the right questions: 💭 Are we contributing meaningfully to the communities we visit? 💭 Are we supporting local economies, or just extracting value? 💭 Are we encouraging meaningful travel, or just selling sunshine? Working with organisations like Edukid - Education for a Brighter Future has opened our eyes to the real disparities that exist and how tourism, done right, can help shift the balance. We’re not perfect. But we’re pushing. People, planet, and profit can coexist, and we’re here to help brands find that balance.

Great evening at the ITT - The Institute of Travel & Tourism Leadership Dinner in London last night. Inspiring talk from Tricia Handley- Hughes, MD Intelitravel, about her learnings from her career. The biggest lesson from Tricia…? People, especially leaders, need to listen more! Very wise. Good to catch up with lot’s of old friends and make some interesting new connections as well. Oh - and a fab setting with tasty grub courtesy of the London Hilton On Park Lane! What’s not to like? #networking #travelandtourism

I didn’t think the jungle would be the thing that changed me. But there I was — last year — sweating through Colombia’s Lost City trek with a week’s worth of gear strapped to my back and absolutely no idea why I thought this was a good idea… → 30° heat. → No signal. → Every sock soaked through by 10am. It was type-two fun. The kind you HATE while you’re doing it — but can’t stop thinking about after. … And I loved it! Because when you're that far out of your comfort zone — physically, mentally, geographically — you start seeing things differently. You stop being the traveller. And start being part of something. → Meals shared under tarps with people you only met days before. → Cultural stories told not as tourist facts, but as family histories. → Moments where you're not just observing, but contributing. It wasn’t a “luxury” holiday. But it was one of the richest trips I’ve ever taken. And it reminded me of something I’d forgotten: You don’t have to change the whole world. You just have to show up, stay present… (… and sometimes, carry your own backpack). Next up: Peru. Then Uganda. There are still spaces left, check the comments! 🔗 I’ve done Colombia. Peru’s next. What’s the trip you’ve been putting off for too long? 🤔

Most travel brands are still hooked on performance. They want instant ROI. Clicks. Conversions. Now. Now. Now! But short-term thinking comes at a cost. - They’re scaling spend, not brand. - They’re winning the week, but losing the year. - They’re addicted to paid media—and paying for every customer. Meanwhile, trust is still being built elsewhere. → On TV. → In press. → Through partnerships and community. But those channels take patience. And a bit of bravery! Because building brand isn't about a quick return. It's about staying front-of-mind when people are actually ready to book. That’s where integrated strategies win: → Performance marketing to convert today. → Brand storytelling to create demand tomorrow. → A media mix that builds both memory AND margin. The top travel brands know diversity in marketing channels isn’t just about variety. It’s about resilience. Because when prices spike, platforms shift, or competition undercuts you— Brand is the thing you fall back on. Is your channel mix built for the long haul?

Travel marketing is shifting—fast. Here are 5 headlines shaping the future right now 👇 1️⃣ Airlines are under pressure. New fuel efficiency and emissions policies are reshaping how brands talk about responsibility. But as GreenAir News reports, there’s still a long way to go—especially on sustainable fuels and net-zero targets. 2️⃣ Inflation is changing the playbook. Global costs are rising. And according to Statista, travellers are adjusting—prioritising premium, experience-led trips over last-minute deals to justify value. 3️⃣ Slow travel is speeding up. Travellers are opting for fewer, longer, more meaningful journeys. Thafael calls it “the new luxury”—and it’s a smart counter to the burnout of overtourism. 4️⃣ TikTok fatigue is real. Influencer marketing isn’t dead—but it’s maturing. As Find Your Influence notes, travellers are craving credibility over clout, and brands are shifting toward authenticity and long-term storytelling. 5️⃣ Sustainability is now a strategy. Destinations like Norway and Costa Rica are proving that sustainability isn’t just good ethics—it’s smart marketing. Evok Advertising puts it best: responsible tourism can drive growth and loyalty. Great travel marketing today isn’t just about reach or ROAS. It’s about relevance, trust, and long-term value. 💬 Links to all the sources are in the comments. Which of these trends is most affecting your strategy right now?

Most people work 50 weeks a year just to spend 2 weeks away. Travel isn’t just a product. It’s what people look forward to most. That’s why this industry has the best people. Because if you’re selling something that: → Brings people together. → Introduces them to new cultures. → Shapes some of their best memories. …You’re going to attract people who love what they do! And that’s why no one ever really leaves travel. I’ve worked in a lot of industries. None of them have a culture like this one. And even though the industry changes— (Cruise was nowhere 25 years ago. Now look at it!) —One thing stays the same: People will always want to explore. That’s why I’m still here! What keeps you passionate about your industry?

Most travel brands are fighting over the same digital real estate. Same platforms… Same tactics… Same ideas… The smartest travel marketers look beyond the obvious. (Because if you’re in an industry built on exploration— why wouldn’t your marketing explore a bit too??) Some of the most overlooked travel marketing channels right now: → Podcasts The perfect space for stories. Travel guides, interviews, inspiration—right when people are planning their next trip. → Email + Communities It’s not old-fashioned. It’s owned. Direct. Trusted. And it’s how you build long-term loyalty without renting attention. → OOH + Experiential A digital billboard at the airport. A giant inflatable on the beach. The kind of bold media that actually sticks in someone’s mind. → Partnerships Hotels, airlines, local businesses. When you align with the right partners, your reach expands—and your brand feels more embedded in the journey. → Long-form video Everyone talks about short-form. But sometimes, the most powerful stories need time to breathe. This industry is full of untapped potential. You just have to know where to look. What’s the most underrated channel you’ve seen work?