The 2027 Travel Marketing Playbook Part 1: Brand, PR & the Human Advantage

And now, back to the show.

Well, when I ask you about having a distinct brand, one of the things that stands out to me is making sure you have a distinct brand voice.

A lot of companies haven't figured out, you know, when it comes to even hearing the voice of their brand, is it male or female? How old is that person? Who's speaking to them? Because that's the sort of stuff that, and it doesn't come until they start making videos and they start doing narration and they have to answer that question of like, what is our brand voice? And the specific question I have for you here is it relates to the age of AI.

Everyone's using large language models to create content.

And I would say I think we all feel pretty overwhelmed by AI slop at the moment.

A lot of great platforms are now overwhelmed with generic, banal content that clearly has just been generated.

And my favorite tool, I'm just going to share this with everybody, is PanGram.

For those of you, there's various different AI detector platforms.

But I write my messages on LinkedIn.

I'll write them on my phone.

And I actually will take it and I'll put it in pangram.

And it'll say 100% human written.

And I'm like, yes, because it was.

Because I'm always concerned about me writing something and having it thinking it's AI.

And so that's my measure of success.

And sometimes I'll take other people's posts and I'll drop it into pangram.

And I'm like, outed.

That's totally true.

You had nothing to do with that.

And I still remember doing a post about our summit, about welling up, like literally actually the emotional reaction I had to seeing our video played in Times Square.

And Laurel kindly responded to be like, I'm sure Dan took that all in stride.

And it really made me laugh because I'm like, but that was like I shared something with a personal component.

You replied to it.

I know that was actually you writing it.

And what I'm concerned about in the times that we now live in is people aren't writing their own emails.

And now, back to the show.

Well, when I ask you about having a distinct brand, one of the things that stands out to me is making sure you have a distinct brand voice.

A lot of companies haven't figured out, you know, when it comes to even hearing the voice of their brand, is it male or female? How old is that person? Who's speaking to them? Because that's the sort of stuff that, and it doesn't come until they start making videos and they start doing narration and they have to answer that question of like, what is our brand voice? And the specific question I have for you here is it relates to the age of AI.

Everyone's using large language models to create content.

And I would say I think we all feel pretty overwhelmed by AI slop at the moment.

A lot of great platforms are now overwhelmed with generic, banal content that clearly has just been generated.

And my favorite tool, I'm just going to share this with everybody, is PanGram.

For those of you, there's various different AI detector platforms.

But I write my messages on LinkedIn.

I'll write them on my phone.

And I actually will take it and I'll put it in pangram.

And it'll say 100% human written.

And I'm like, yes, because it was.

Because I'm always concerned about me writing something and having it thinking it's AI.

And so that's my measure of success.

And sometimes I'll take other people's posts and I'll drop it into pangram.

And I'm like, outed.

That's totally true.

You had nothing to do with that.

And I still remember doing a post about our summit, about welling up, like literally actually the emotional reaction I had to seeing our video played in Times Square.

And Laurel kindly responded to be like, I'm sure Dan took that all in stride.

And it really made me laugh because I'm like, but that was like I shared something with a personal component.

You replied to it.

I know that was actually you writing it.

And what I'm concerned about in the times that we now live in is people aren't writing their own emails.