Travel demand is being shaped in new ways, from social content and AI-powered discovery to search behavior, pricing and real-time signals of traveler intent. But generating interest is only part of the challenge. As travelers concentrate around the same places and experiences, destinations and operators increasingly need to think about how demand can be redirected as well as created. Erik Blachford opens with a data-driven provocation, then joins industry leaders to examine who influences where travelers go, how inspiration turns into actual travel and how destinations can use technology and smarter marketing to shape that demand more strategically.
