In Praise of Workaholics

Creativity Over Fear

In today's marketing world, we've become accustomed to hearing about metrics and measurement. Data is king, but in the rush to quantify everything, have we lost something along the way? Marketing is getting harder to measure. For years, we said marketing sits at the intersection of art and science. Recently, science has taken over because it is easier to track. But don't lose the art. Data matters, but inspiration still matters too. Emotion, creativity, and timing are still part of why people choose where to go. The future of social may not be the public feed. It may be private messaging groups. That is where people are asking questions, sharing recommendations, and making decisions. It is social, but it is two-way, more trusted, and more personal. More than half of the world's population lives within a concentrated circle in Asia. That is a simple fact with huge implications. Not every destination should chase every market, but if Asia is not part of your thinking, it may be time to re-examine your strategy.

The Future of Travel Will Be Dim Sum

Buckle your seat belt. The travel industry is changing quickly, and there is a lot to consider. One of my simplest predictions is this: travel will become dim sum. People no longer want one giant plate. They want variety. They want smaller, more meaningful experiences. The same way people now move through circuit training or short bursts at the gym, travelers are looking for trips with more variety, movement, and choice. That does not mean adventure disappears. It means adventure changes. Fewer people may book a full seven-day adventure trip, but many more will want an adventure component built into a broader journey. And that shift connects directly to how we think about seasons. Seasonality is a challenge we helped create. We trained travelers to think in terms of peak season and off season, and now we need to change that language. The same goes for "overtourism." That term makes it sound like the tourist is the problem. In reality, this is about destination management. It is our responsibility. One solution is to give people better reasons to travel at different times of the year. Destinations need more than a USP, a unique selling proposition. They also need a TSP, a timely selling proposition. Not just: Why this destination? But: Why now?