In this episode of Field Notes: Insights and Observations for the Travel Marketer, Eric Hultgren takes us inside his keynote talk delivered in Geneva-on-the-Lake, Ohio. With spooky season as the backdrop, he leads travel marketers through a journey that compares reading the jungle to understanding the shifting marketing landscape—where AI is no longer “new,” it’s “normal.”
Eric explores how AI is reshaping content discovery, why trust outweighs reach, and how travel brands can adapt by scaling content smartly while staying authentic.

What You’ll Learn in This Episode
🌍 Why marketers should think like anthropologists, not advertisers.
⚡ Why AI is not a trend—it’s infrastructure, like electricity or highways.
🔎 The shift from SEO (Search Engine Optimization) to AEO (Answer Engine Optimization) and what that means for travel marketers.
📹 Why blogs feed AI but video delights humans—and how to balance both.
🤝 Why trust > reach when building communities in an era of automation.
🥖 How to repurpose one big piece of content into 40+ smaller ones (from bread to Hamilton to whitepapers).
📲 Tactics to stop cross-posting and instead design platform-specific content.
📧 Why email and text remain undervalued community-building tools.
👥 How to turn employees into brand megaphones without policing them.
🚦 Why “zero-click attribution” will redefine how we measure marketing success.

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