Instead, they look to bloggers, Instagrammers, reviewers and their friends to supply them with inspiration. The answer for brands wanting to stand-out from the crowd is twofold: First, listen to the social signals; the data guides your planning, identifies motivations and clears a path to more relevant and personal communications. Second, take a steer from the travel influencers. The content that attracts attention is authentic, local and experience based. When it comes to social, success is found in combining a strong data-driven strategy with imagery that is evocative, differentiates and adds depth to your propositions. Get the full story at The Drum Read also "Travel must sell dreams through digital to appeal to modern travelers"