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The way people plan trips has changed dramatically, and it’s happening faster than most of us expected. Not long ago, someone would Google something like “best things to do in Perth,” click through a handful of websites, and piece together their itinerary from there. Now, they’re getting the answer instantlyl, before they even click on a link to a website. AI overviews, ChatGPT, and Google’s AI Mode are doing the heavy lifting, often delivering full recommendations without a

Bookings are slow, you boost a Facebook post. You cross your fingers for some sales. If you run a tour business, you’ve probably done this at some point. Maybe you get a few enquiries. Maybe you don’t. Either way, it feels reactive rather than strategic and that’s the real issue with your digital ads. Most tour operators don’t have a product problem. They have a demand management problem. The tours are good, the experience is strong and guests leave great reviews, but booking

For a long time, “luxury travel” sat in its own little box. Five-star hotels. Private transfers. Champagne on arrival. But that definition feels outdated now, especially in a post-COVID travel world. What we’re seeing across Australia isn’t just growth in traditional luxury, but a rise in high-value travellers who are willing to spend more for depth, connection and ease. For destination marketers and operators alike, that shift matters. Because premium is no longer a niche. I

In a world dominated by short attention spans and endless content streams, traditional storytelling on social media is taking a back seat.

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A look at the current landscape for Meta Advertising, through the lens of a Destination Marketer.