Consumers are increasingly prioritizing authentic, purpose-driven experiences over material goods. While millennials are often most associated with this shift in values, this “millennial mindset” is not specific to age. As Diaz explained, “It all starts with a psychographic and a set of values.” The travel decision-making process is often a lengthy, complex one, with travelers clicking on hundreds of sites before booking. This process gives brands the opportunity to engage with consumers across a proliferation of touchpoints—via desktop and mobile search, social media and video platforms, online booking engines, online review sites, and mobile apps. Each touchpoint offers the brand an opportunity to truly connect with the customer, build a relationship, and tell their story. According to Diaz, “When brands champion something they truly believe in, consumers are happy to align with them.” Get the full story at Skift and the complete panel discussions at Vimeo