Video: Why CMOs Might Be the Most Influential People at Any Travel Brand
Photo Credit: From left, Kathy Tan Mayor, CMO Carnival Cruise Line; Lisa Ronson, CMO Tourism Australia; Julie Cary, EVP and CMO of La Quinta Inns & Suites; and Skift founder and CEO Rafat Ali speaking during Skift Global Forum in September 2017. Skift
Skift Take
Financial analysts and other travel industry watchers often listen to the words of CEOs to hear what direction they're taking their companies. But, increasingly, CMOs at many major travel brands are dealing with ground-level, consumer-facing marketing and strategy that impact the company and customers on a daily basis.
CEOs are still at the top of the masthead at travel companies, but when it comes to reaching key decision makers who actually have a say in day-to-day marketing and operations, chief marketing officers are much sought after.
In the digital age, the role of a CMO is increasingly important and the position has become a track towards CEO at some travel brands. That's mainly because at consumer-facing brands, everyone is in a marketing function, said Skift founder and CEO Rafat Ali, speaking on stage with three travel CMOs at Skift Global Forum in New York City in September.
He said that because
