18 Feb 2026
Travel marketing has moved from glossy brochures to bite-sized reels and immersive digital content. To capture today’s audience, CEOs must embrace video, authenticity, and data-driven strategies.
Blog
The travel industry has always been a master of storytelling. For decades, the glossy brochure was the ultimate marketing tool, a tangible promise of sandy beaches, snow-capped mountains, and unforgettable adventures. Fast forward to today, and those brochures have been replaced with TikToks, Instagram Reels, YouTube shorts, and influencer vlogs. The question for CEOs is not if the digital audience is different, but how to meet them where they are.
In this article, we’ll explore the evolution of travel marketing, the rise of digital-first travellers, and how businesses can pivot their strategies to connect authentically with modern consumers. Most importantly, we’ll discuss why the expertise of a Fractional CMO can be the key to navigating this transformation successfully.
Not long ago, travel agents and physical brochures were the backbone of the industry. Potential travellers would flip through carefully curated pages filled with idyllic images and persuasive copy. The tactile experience made people dream and plan. But as digital adoption grew, consumer expectations changed dramatically.
For CEOs, knowing this evolution is key. The “marketing funnel” in travel has compressed. Inspiration, research, and booking often happen in one seamless digital journey.
Today’s traveller is digitally savvy, experience-driven, and deeply influenced by peer recommendations. They don’t just want to see where they might go; they want to feel it before they commit.
These behaviours mean CEOs must pivot from traditional advertising to creating experiences online that feel personal, trustworthy, and instantly engaging.
Travel has always thrived on storytelling. The difference today is the format. Instead of multi-page brochures, brands now have 15 seconds to capture attention in a reel or TikTok. The challenge? Making every second count.
A well-executed reel can showcase an entire experience, sunrise over Uluru, a wine tour in Barossa Valley, or a quick snippet of snorkelling on the Great Barrier Reef. Unlike brochures, these formats allow interactivity: comments, shares, and direct bookings through integrated links.
Travellers no longer trust overly polished ads. They want to see the “real” side of travel, local food stalls, hidden laneways, or unexpected adventures. Influencers and user-generated content thrive because they feel genuine. For CEOs, this means creating campaigns that leave room for raw, human moments.
With access to data, businesses can now deliver highly targeted campaigns. Imagine sending a Sydney-based couple reels of quick getaways in the Blue Mountains or Gold Coast, rather than generic promotions. This level of personalisation was impossible in the brochure era.
Technology is at the heart of the digital transformation in travel. CEOs must consider not just what stories are told, but how they’re delivered.
AI can enhance personalisation by analysing search behaviour, past bookings, and browsing habits. For example, recommending travel packages based on previous searches increases the likelihood of conversion.
Destinations are increasingly offering AR experiences, allowing potential travellers to “try before they buy.” For example, Tourism Australia has experimented with immersive VR experiences to showcase iconic landmarks.
Booking engines now integrate with marketing campaigns directly. A reel on Instagram can link to a booking page, reducing friction and capturing impulse decisions. CEOs need to ensure the customer journey from inspiration to purchase is as short and smooth as possible.
Transitioning from traditional to digital-first marketing is not without hurdles.
So, how should CEOs adapt? Here are key pillars of a digital-first travel marketing strategy:
Reels, shorts, and TikToks should be at the heart of your campaigns. Invest in a content calendar that highlights seasonal travel, trending audio, and local experiences. Partner with creators who align with your brand ethos rather than chasing big influencers for vanity metrics.
Blogs, destination guides, and local tips are still critical. Long-form content fuels search engine visibility. For example, optimising for “best weekend getaways from Melbourne” or “luxury eco-lodges in Queensland” attracts intent-driven audiences.
Encourage travellers to share their own stories, photos, and videos. Reward user-generated content with discounts or features on your official channels. Peer influence is one of the most powerful drivers of travel decisions.
From LinkedIn for B2B partnerships to TikTok for Gen Z travellers, a strong mix ensures you’re not over-reliant on one channel. Integration across email, video, and social creates multiple touchpoints.
Marketing in travel is moving too fast for trial and error. A Fractional CMO brings senior-level expertise without the full-time cost, helping CEOs align creative storytelling with data-driven ROI.
Each of these examples highlights how digital-first storytelling drives not just awareness but genuine engagement.
For many CEOs, the digital marketing landscape in travel feels overwhelming. The platforms, algorithms, and consumer expectations change rapidly. Having an in-house team isn’t always feasible, especially for small to mid-sized operators. This is where external support becomes invaluable.
A Fractional CMO brings strategic oversight, balancing the creative with the commercial. They can help CEOs:
With this approach, businesses avoid wasting resources and instead invest in campaigns that truly resonate with today’s travellers.
The journey from brochures to reels is a transformation in how travellers dream, plan, and book. CEOs must embrace video, harness technology, and prioritise authentic storytelling if they want to stay competitive. But more importantly, they must lead with strategy.
Digital travel marketing is about crafting experiences that inspire, connect, and convert. By leveraging the expertise of a Fractional CMO, CEOs can future-proof their marketing strategies and ensure their brand thrives in an ever-evolving digital world.
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