The argument.
The evidence.
The next decision.

Development: 2026-10-01

Innovation earns its place in everyday life.

What Trikala’s mobility experience brings to destination strategy, stakeholder communication and the visitor journey. A Tourism Strategy perspective from the Electric + Micro Mobility Forum.

AI Max for hotels: more reach needs a better brief.

More reach is useful when it serves the right inventory, guest and stay dates. Give AI Max a commercial brief, a controlled test and a measurement plan before expanding a hotel campaign.

A hotel’s best campaign is not always its highest ROAS.

Campaign revenue is only the beginning of the calculation. Cancellations, channel costs and the cost of fulfilling the stay determine what the booking contributes. Use that contribution to guide the next investment.

Measure the stay, not just the confirmation page.

The confirmation page records a booking. It does not record the final value of the stay. Connect campaign and reservation data to account for changed dates, cancellations and completed stays.

AI hotel discovery: make the property easy to understand.

An AI assistant needs reliable facts to describe a hotel accurately. Clear property information, useful detail and consistent evidence make the offer easier to understand, without promising a recommendation you cannot control.

Development: 2026-09-23

Google’s September AI Max update: check the release status.

A release announcement and a usable account feature are different stages. Check availability, controls and measurement before deciding what Google’s AI Max update should change in your campaign.

Development: 2026-09-15

Being seen and being believed are different jobs.

Discovery earns the first impression. Verification shapes what follows. Reuters Institute research offers a useful starting point for planning the evidence, coverage and sources people encounter after they first see a story.

Development: 2026-08-06

AI transparency is now an operational communications issue.

AI transparency belongs in the publishing workflow. European guidance makes approval, disclosure and documented checks practical questions for communications teams using generated content.

The booking begins before the booking engine.

A guest needs a reason to choose the property before choosing the dates. Align positioning, campaign content and the booking journey around the questions that decide whether a hotel makes the shortlist.

Complex technology needs a clear proposition.

Explain the engineering accurately. Make the value relevant. Technology communication needs both to earn consideration from the people who buy, use and evaluate the product.

Map the decision, then the stakeholders.

Start with the decision that needs to be understood. Map formal authority, advice, implementation and interests, then identify where a prepared conversation can clarify or advance the issue.

Good writing takes a position.

A clear position gives writing a purpose. Evidence gives it authority. Editorial judgement brings both into a voice the audience recognises and a structure worth reading.