In this episode, Eric Hultgren is joined by Bart Thau, Vice President of Marketing at Advance Travel and Tourism, for a thought-provoking conversation about the evolving role of AI in digital marketing and what it means for those working in the travel space. They explore a couple of recent headlines out of Google’s AI division and unpack what marketers should pay attention to (and what they shouldn’t overreact to).

From the acceleration of AI compared to Moore’s Law to how large language models are reshaping the customer journey, the duo covers a lot of ground. Eric also shares how he’s using tools like ChatGPT in unconventional ways to improve storytelling—a key skill for any marketer today. The conversation even touches on the surprising return of analog formats like vinyl, film cameras, and Polaroids, and what that could signal about consumer behavior. Whether you’re an AI skeptic, an early adopter, or just trying to keep up, this episode offers a practical perspective and a few good laughs along the way

Links:

https://www.searchenginejournal.com/google-claims-ai-overviews-monetize-at-same-rate-as-traditional-search/547838/

https://www.searchenginejournal.com/is-seo-still-relevant-in-the-ai-era-new-research-says-yes/547929/.

In this episode of the Field Notes podcast, host Eric Hultgren sits down with Creative Director Lesley Delchamps to explore how digital marketing is evolving in the age of AI. The conversation focuses on the shifting roles of: SEO (Search Engine Optimization) the traditional strategy to rank on search engines, AEO (Answer Engine Optimization), tailoring content for direct answers in AI tools, GEO (Generative Engine Optimization) preparing content to be pulled into AI-generated responses, like those from ChatGPT. The two dive into ChatGPT Shopping, a new feature that offers personalized product recommendations directly within AI conversations, bypassing Google entirely. For travel marketers, this signals a major change: AI is becoming the starting point for consumer discovery. Lesley and Eric unpack what that means for destination marketing teams and how to stay ahead. The takeaway? Marketers must embrace all three strategies—SEO, AEO, and GEO—to ensure their content is discoverable, AI-friendly, and positioned to influence travel decisions in this new era of search.

In this episode of "Field Notes: Insights and Observations for the Travel Marketer," hosts Eric Hultgren and Sara Dyer discuss a new study breaking down travel trends for 2025 into four distinct categories and share strategies for travel marketers to connect with potential travelers.

Key points covered:

1. Digital Content Strategy
2. Social Media's Influence
3. Creating Shareable Experiences
4. Addressing All Stages of the Travel Journey

Eric and Sara emphasize the importance of word-of-mouth marketing alongside digital strategies and discuss how smaller organizations without dedicated content teams can create effective social media content. They also highlight AI's growing role in helping travelers discover new destinations based on their preferences and interests.

Get the Snapchat study here