June 29, 2026Predicting What Resonates: How Generative AI Transformed Content Investment Decisions
In the hospitality and destination industry, content is not a side activity. It is the product's first impression, the thing that makes someone choose one destination over another. But for years, the organization had relied on intuition to decide which creative concepts deserved production investment. A team would develop a concept, produce it, distribute it, and then measure performance after the money was spent. The feedback loop was long, expensive, and backward-looking.