In this episode of Field Notes: Insights and Strategies for the Travel Marketer, Eric Hultgren takes the stage in Flint, Michigan, to deliver his keynote “Brand as Signal.” The talk explores how travel brands can adapt and lead in a rapidly shifting marketing landscape dominated by AI. With billions of weekly queries happening on ChatGPT and platforms like Google Gemini, the rules of visibility are being rewritten. Eric breaks down what this means for marketers and, more importantly, what to do about it. What you’ll learn in this episode: Why AI isn’t the future of marketing, it’s the present. The concept of “answer engine optimization” and how it’s replacing SEO. How to create scalable content systems (turning one white paper into 200 pieces of content). The importance of trust, taste, and community over sheer volume of posts. How to turn employees into authentic brand ambassadors on platforms like LinkedIn. The dangers of cross-posting without tailoring content to each platform. What “zero-click attribution” means for the future of traffic and conversion. Eric also shares practical action items travel marketers can take right now, including how to feed AI models the right signals, test your visibility in Gemini/ChatGPT/Perplexity, and move from passive audiences to active communities. Plus: Stay tuned until the end for a lively audience Q&A covering cross-posting, emoji use, and whether traditional SEO efforts still translate in an AI-first world.

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