Travellers are becoming more demanding and content marketers have to get smart, according to Lauren Quaintance, co-founder and head of content at Storyation, which works with top travel advertisers including Tourism Australia and Tourism New Zealand.
Quaintance believes that traditional marketing is in decline: she reports that 86% of consumers skip television ads and that 44% of direct mail is never even opened.
"Banner advertising is all but dead, in fact, you are more likely to be hit by lightning than get a click on the banner ad. So it's getting harder and harder to reach your audiences through traditional...