Skift’s Sarah Kopit and Seth Borko are joined by Jeremy Jauncey, CEO of Beautiful Destinations, to discuss the burgeoning field of social commerce within the travel industry. The conversation explores how platforms like TikTok and Instagram are reshaping travel discovery and planning, the evolving consumer behaviors in travel bookings, and the potential future of travel commerce driven by influencers and social media. They also touch on the role of major platforms, including YouTube, in this dynamic landscape. In this conversation, Jeremy discusses the evolving landscape of travel marketing, emphasizing the importance of content creation over traditional advertising. He highlights the shift in budget allocation towards continuous content creation, particularly short-form video, and the role of influencers and creators in this new paradigm. The discussion also touches on the trends in social commerce, particularly in Asia, and the potential for social media to address issues like overtourism by promoting lesser-known destinations. Jeremy shares insights on how social media influences travel choices and the importance of adapting marketing strategies to leverage the power of creators.
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