We know the best ideas come from collaboration—buy why? How? Here, we explore the many-sided answer to those and other questions about the relationships within our industry.
If you went to a doctor and said you had a headache and needed a prescription, they wouldn’t just hand over the medication. A good doctor would ask why—what’s causing the headache? Is it stress, dehydration, or something more serious? Without understanding the root cause, the treatment is just a temporary fix.
For decades, the travel industry was built around movement—more destinations, more bookings, more things to do. But a growing number of travelers are rejecting that pace and redefining what it means to take time off. The slowcation—travel centered on extended stays, local immersion, and emotional clarity—is becoming a powerful signal that today’s guest is no longer looking to escape life, but to engage with it differently.
Marketers love numbers. They make us feel in control—like we can quantify success, prove impact, and optimize for the future. But what if we’re measuring the wrong things? Brands have clung to surface-level metrics like impressions, reach, and engagement for years to gauge marketing effectiveness. These numbers look great in a report, but when it comes to driving real business results (sales, market share, customer lifetime value) many brands are flying blind.
In the world of marketing, Q4 is the reigning monarch—a time when brands clamor for attention, vying for a piece of the record-breaking $271.58 billion spent on holiday advertising in 2023, a figure likely exceeded this year due to increasing consumer demand and market dynamics. The stakes are high, competition fierce, and rewards tangible: immediate clicks, conversions, and sales.
In the fast-paced world of creative agencies, sometimes the most effective way to move an idea forward is to turn it completely around.
Travel is evolving—but are brands keeping up? We uncovered key differences between what travelers want and how the industry markets to them. Get the insights.
At SPARK, we understand the vital role art and culture play in shaping identities, communities and the overall traveler experience. Living and working in Florida means we are familiar with the threats of hurricanes and extreme weather, yet each storm season brings an intensifying sense of urgency.
Historically, Olympic coverage was a one-way communication channel dominated by networks like NBC or the BBC, which dictated what audiences saw. While this approach was practical, it also created a distance between athletes and fans. The introduction of UGC, however, has bridged this gap.
With over 150 million users in the country, a potential ban of TikTok in the U.S. has raised significant concern among users and the creative industry.
In today's hospitality landscape, where consumers are presented with an ever-expanding number of choices, the power of a strong brand cannot be understated. Branding is more than just logos and slogans; it's a comprehensive strategy that defines and communicates the essence of a hotel's values, promises, and experiences to potential guests.
The impact of increased travel advisories cannot be overstated. They directly influence consumer behavior and shape perceptions of destinations. For DMOs, the task is doubly challenging. They find themselves in a delicate balancing act - promoting the allure of their destinations while assuring potential visitors of their safety.
As both brands and agencies continue to look at the best ways to reach travelers in a post-COVID era, it brings into focus an often-overlooked group that deserves our long overdue time and attention: travelers with disabilities.
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