Conversations on marketing and data are no longer confined within the walls of brands alone. As headlines around the world show, now more than ever the general public wants to know that brands are trustworthy, especially when it comes to how their personal information is being used.

To really get better, it’s important to understand why these events came to be in the first place. As we see it, they’re in large part (long overdue) fixes to spammy marketing practices, fake news, clickbait, and the like, that have people fed-up. And so change is happening.

Now we’re setting out to help travel marketers adapt. Below, I discuss a short history of how we landed here, plus the first step–being a good steward of customer data, and thus a better marketer:

There are some wins in all of this, too.

While immediate changes in how we market day-to-day might change, the truth is that these changes will also help us build our most engaged audience. And that means building stronger relationships with our travelers and customers, too.

Subscribe below if you want to stay up-to-date with more videos in the series, including a deeper dive into opt-in strategies and segmentation. Plus, we love collaborating with movers and shakers in the industry to make travel better.