As AI reshapes the travel marketing landscape, brands must rethink their approach to content strategy. A new report from Curacity reveals how marketers can shift from passive awareness-building to active, measurable demand creation through targeted storytelling and strategic distribution.
Read on for the interview we conducted with Paul Brady, news director at Travel + Leisure. You can access all insights from the report by visiting Skift.
Q: Why does storytelling still matter in travel?
Storytellers were the original influencers, and all of us who are fortunate to travel the world are the beneficiaries of the people who went before us. Whatever the platform — a novel, a magazine article, a short-form video — things like plot, character, conflict, and resolution still move us to travel.
Q: What makes a travel story stick?
The best travel stories activate all your senses — and inspire you to get out there. They're also stories from the frontier, however you define that term, whether it's a story about a new neighborhood, an established destination seen in a new light, or a forthcoming yacht that will change the cruise industry forever. AI tools only know what they know; humans can dream.
Q: Can you share a story you’re proud of?
I was fortunate to travel on assignment to Kenya in late 2023 to report on the expansion of Angama, the luxury safari company. They're very much at the intersection of conservation, experiential luxury, and adventure travel — three things our audience care deeply about. I got a lot of terrific feedback about the piece, which combined reportage, first-person narrative, and some helpful logistical info for readers. (The piece also got an honorable mention from NATJA.)
Q: What sets human editors apart from AI?
You only have to use a chatbot once to realize how unreliable the machines can be. Real people may be fallible — but we're also interested in earning and maintaining the trust of our readers, who rely on us for solid information. That's our north star.
Q: How can brands cut through the noise of AI slop and social feeds?
Put your people at the forefront and don't be afraid to "show your work." What's your purpose, who are you writing (or creating) for, and why are you better at it than anybody else? After many years of wandering in the wilderness, we're now seeing the pendulum swing back to favor expertise and experience over salaciousness and sheer volume.
