Executives dreaming of bigger budgets have largely turned to social media and influencer campaigns in an effort to broaden their reach without the resources needed for a market-specific approach.
We don't know how successful LP will be with its ambitions for the magazine, but we do know that they'll be more successful by focusing on the brand's expertise and its readers' willingness to travel than low prices and budget bets.
The moves that Priceline and Expedia have made in the past week in China will ultimately be mere footnotes in the fluid and hyper-growth Chinese travel market.
Hotels are promoting and engaging their local communities and partnering with a growing array of local independent businesses in an effort to create more options for travelers seeking “authentic” experiences.
It's near impossible to measure the exact influence a slogan has on getting tourists to a destination, but Virginia is certainly making the most of its catchphrase by getting small businesses onboard and creating revenue opportunities.