Category Archives: Digital Marketing

There's a plot twist happening in the world of streaming, and it's one that every tourism marketer should be paying attention to.

For years, the story went like this: YouTube was where you discovered things, and Netflix was where you settled in to watch them properly. One was the scrappy free platform full of creators, the other was the premium, subscription-powered juggernaut. Two different worlds.

But that line? It's blurring fast.

Phil's Feeding a New Platform

Here's the moment that made the industry do a double-take. Somebody Feed Phil, the beloved food and travel series hosted by Phil Rosenthal (yes, the creator of Everybody Loves Raymond) has been one of Netflix's longest-running unscripted shows, clocking up eight seasons since 2018. It follows Rosenthal...

Let's face it, it's very common for marketers in tourism to always focus on marketing activity that creates new customers to fill their rooms, tours or schedules. If your marketing strategy is heavily focused on attracting new customers, you’re not alone.

But the reality is that treating past guests like “job done” is a missed opportunity because while new acquisition seems like the right focus, your past guests are often your easiest, most profitable growth channel.

Let's explore why and ways to get new bookings from previous customers.

Why This Myth Exists

There’s a natural bias toward new campaigns, new audiences, and new bookings. And with platforms like Google Ads and Meta Ads making it easier than ever to target fresh audiences, it can feel like growth equals...

On the surface, it sounds productive. Stay visible on Social Media, keep the algorithms happy, show you’re active. But the truth is, posting without purpose is one of the fastest ways to waste time (and bore your followers or lose them!) with very little return.

Let’s bust this myth properly by looking at key aspects:

• The problem with just posting
• Why intention beats frequency
• You don't need to be everywhere
• What purposeful posting looks like, and
• A better framework to use

The Problem with “Just Posting”

When content is created simply to tick a box, it usually falls into one of these categories:

• A random scenic photo with no context
• A generic “Happy Monday!” post
• A last-minute deal thrown together without strategy
• Reposting someone else’s...

Our General Manager, Renee headed along to the inaugural SKAL International Auckland event to catch an update from Mick Cottrell on all things Auckland Airport. There was one stat that surprised her, and the team.

North America is currently the only market that has surpassed 2019 capacity levels.

While the rest of the world is still playing catch-up, the US and Canadian markets are officially in “growth mode,” sitting at a 3% increase vs. 2019 and holding steady with 0% YoY growth for the year ending March 2026.

In plain English? The seats are there. The planes are full. And they aren’t just flying Air New Zealand.

It’s not just about the Koru

As Kiwis, we naturally keep a close eye on what Tourism New Zealand and Air New Zealand are doing in-market. They do...

They’re probably not in your 2026 marketing plan. But they should be.

While most tourism businesses focus on websites, SEO, social and paid ads, two of the most influential platforms shaping AI-generated answers are Wikipedia and Reddit.

And as travellers increasingly ask ChatGPT, Gemini and other AI tools where to go and who to book with, these platforms are quietly influencing the results.

Welcome to the era of Generative Engine Optimisation (GEO).

Wikipedia Builds Credibility

Wikipedia is widely considered one of the most trusted data sources used by large language models. It provides structured, referenced information that AI tools rely on to define and validate businesses.

A strong Wikipedia presence helps AI understand:

• Who you are
• What type of...

Image: Adam Firman

Seems all tourism trend predictions for 2026 are about AI. AI itinerary builders. AI customer service. AI personalisation. AI everywhere.

But here’s the interesting thing. While we debate how AI will transform our tourism, many travellers are quietly moving in the opposite direction.

This is what I’m hearing here in the US. It comes up on chair lifts, at dinner parties and in conversations with people who travel often. It’s what Condé Nast, Vogue and major travel publications are writing about.

As technology becomes more powerful, many travellers are actively choosing trips designed around being offline and slowing down.

Digital detoxes

One of the clearest examples is the rise of digital detox retreats. What used to be a niche wellness offering is...