Oct 9, 2026 · 12 min · 8 segments
In this Skift Take Sessions episode, recorded at the Skift Creator Summit at Skift Global Forum, Katie Cline sits down with Laura Troy, Senior Director of Creative and Content for the U.S. and Canada…
Katie ClineHost
We were just talking when you guys got off stage about how much has changed in the last-
So what do you see... what are you seeing as the biggest things that people need to be paying attention to when it comes to creators in the travel space today that's different than when you first started in your role?
I think from our perspective, it was a nice to have five years ago, um, in the sense of I think a lot of brands were trying to dip their toes in the water and figure out what they could do.
Um, there wasn't, there wasn't a, a lot of measurement to back up the impact it was driving.
... that people were hopeful would drive brand value and create, create ven- va- brand value in some respect.
I think what's different now is, like, the results are in, um, and they're f- and they're fairly consistent, which is that it's just performing so much better-
Uh, and, and people are craving that, that trust, that authenticity, the transparency that comes from, um, creator marketing.
And so a lot of brands are really intelligently using it to, to, um, to reach customers and drive bookings.
I think for me it's really about... it's, it's grown so much, as you know, but I do think the core of, like, being authentic and telling stories has remained.
We've just now been able to verbalize success a little bit better and been able to show key metrics and why this matters.
We were just talking when you guys got off stage about how much has changed in the last-
So what do you see... what are you seeing as the biggest things that people need to be paying attention to when it comes to creators in the travel space today that's different than when you first started in your role?
I think from our perspective, it was a nice to have five years ago, um, in the sense of I think a lot of brands were trying to dip their toes in the water and figure out what they could do.
Um, there wasn't, there wasn't a, a lot of measurement to back up the impact it was driving.
... that people were hopeful would drive brand value and create, create ven- va- brand value in some respect.
I think what's different now is, like, the results are in, um, and they're f- and they're fairly consistent, which is that it's just performing so much better-
Uh, and, and people are craving that, that trust, that authenticity, the transparency that comes from, um, creator marketing.
And so a lot of brands are really intelligently using it to, to, um, to reach customers and drive bookings.
I think for me it's really about... it's, it's grown so much, as you know, but I do think the core of, like, being authentic and telling stories has remained.
We've just now been able to verbalize success a little bit better and been able to show key metrics and why this matters.
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