Message in a Bottle

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How to Reach the Media: What Makes a Brand Newsworthy

Every day, newsrooms receive press releases, interview proposals, studies, and stories from companies. Most of them are never published. Not necessarily because the brands lack merit, but because business relevance and media relevance are two different concepts. According to Muck Rack’s State of Journalism 2025 report, 55% of journalists receive more than five pitches from […]
Is Storytelling a Timeless Strategy?

In recent years, storytelling has become one of the most popular concepts in digital marketing. The idea that a good story can capture attention, stir emotions, and drive engagement has become widely accepted. But, in a generation that prioritises speed and viral content, is storytelling still genuinely a priority, or has it already lost its […]
When customers stop searching on Google: the impact of AI on hotel and restaurant discovery

For years, digital visibility was all about appearing on the first page of Google. Today, Google’s first page is no longer the default starting point. More and more consumers are asking ChatGPT, Claude, Gemini, Perplexity and other AI assistants directly where they should stay, dine or go on holiday. Instead of searching for various keywords […]
Why are press results no longer what they used to be?

Reputation has moved on. We explain why, and how we’ve started measuring what really matters. There’s one question clients are increasingly asking communications agencies: why aren’t press results what they used to be? The honest answer is uncomfortable, and almost no one gives it. Results have fallen because the place where they used to happen […]
How to choose a PR agency for your hotel

Most hoteliers hire a communications agency at the worst possible time: when they’re already running late. The opening is fast approaching, or the peak season has got off to a slow start, or a new competitor has opened on the same street and is everywhere. Rushing leads to bad decisions, and bad decisions in communications […]
The shift from overtourism to the unknown

The most popular destinations have long dominated the global tourist imagination. They occupy an almost fixed place on the itineraries of millions of travellers – but this trend is changing. Overtourism is no longer merely a topic of debate; it is now directly influencing the way people choose where to go, leading more tourists to […]
Travel in 2026. Collecting moments, not destinations

The purpose of travel is shifting from sightseeing to immersive themed activities, in which both accommodation and the journey itself are integral parts of the overall experience. In 2026, the experience itself has become the destination. Discover the main trends that are gaining traction worldwide in the travel and tourism sector. Holidays that go beyond […]
The new era of personalisation

2026 marks a structural change in the way we travel. More than destinations, dates or lists of tourist attractions, what is at stake is: identity. We have definitively entered the era of ultra-personalisation. Travel is no longer a standardised experience, but rather reflects individual characteristics, personal passions and life goals. Traditional itineraries are giving way […]
From scroll to booking: The impact of TikTok on consumer trust in hotel brands in 2026

In 2026, TikTok continues to evolve. It is no longer just a short-form video social network, it has become a true engine of discovery and credibility for hotel brands and tourist destinations. Its impact goes far beyond entertainment: it influences travel behavior, choice preferences and guest trust. TikTok: from curiosity to travel intent The TikTok […]
Using 30 hashtags no longer works: The new logic of the algorithm in 2026

Until 2026, communication on social media has become more selective and optimized. If we go back to 2010, social media strategy was often a game of volume. Influencers and brands used to write 30 hashtags (the maximum number allowed) because it increased their chances of going viral. Today, that approach no longer works. Major platforms […]