When you get to the ripe young age of 20, you’re bound to collect lots of stories – not only about the past but lessons for the future.
As WiT marks its 20th year in 2025, we turn the spotlight on our community, our tribe pioneers and leaders, to tell their stories and share their views on the evolution of online travel and technology.
We ask them to look back on the past and their early days, reflect on the present and why this moment is pivotal for online travel and get them to imagine the future, the next 20.
This special WiT Studio series, “Conversations On Turning 20”, is the collective story of WiT.
As a Chinese saying goes, 以古为鉴，可以知兴替
“By using history as a mirror, one can understand the rise and fall of things.”
Episode 14: Morris Sim, Co-founder, Circos Brand Karma
What happens when the early dreams of social media collide with today’s digital bubbles?
Morris Sim, a pioneer in social travel marketing and entrepreneur-turned-educator – he and co-founders Mario Jobbe and George Mitchell founded Circos Brand Karma in 2006, the early days of the social age – reflects on lessons from the past and challenges for the future – in tech, in travel, and in society itself.
Curious about how travel can rescue us from digital echo chambers? How is entrepreneurship evolving in the age of AI? And why hospitality needs to urgently rethink its future? Watch the full conversation with Morris Sim, who’s currently executive director of Montara Hospitality, acts as advisor to hospitality brands and coaches students in entrepreneurship in Taiwan. It’s a mix of sharp insight, personal storytelling, and thoughtful optimism for a better travel world.
Here’s a sneak peek at what you’ll discover:
Early Days of Brand Karma: Betting on Reviews Before They Were Cool
- Morris shares how Brand Karma was built on the belief that travellers would trust peer reviews over glossy ads.
- Quote: “We thought hoteliers needed to know what travellers were really saying about them online — not just what magazines wrote.”
Christmas Eve Crisis: When a Lawsuit Threatened It All
- The behind-the-scenes story of receiving a legal cease-and-desist letter from a giant review site… on Christmas Eve.
- Quote: “You think your whole future is gone in that moment. But you learn: every obstacle can be creatively navigated.”
Social Media’s Dark Turn: From Democratization to Division
- How today’s algorithms create echo chambers — and why the real danger is self-imposed firewalls.
- Quote: “Nations don’t need to build firewalls anymore. People are building their own through social media tunneling.”
Travel: The Last True Catalyst for Discovery
- Even in a world of personalized feeds and AI, physical travel remains the best way to burst bubbles.
- Quote: “You can watch a vlogger’s itinerary on YouTube — but when you’re actually there, unexpected moments broaden your world.
Will Travel Become Champagne Bubbles?
- The future might not be about breaking big bubbles but navigating many tiny bubbles of experiences.
- Quote: “Think of life as champagne — lots of tiny bubbles, each one offering a different discovery.
Where Did All the Hospitality Talent Go?
- A heartfelt call to reimagine careers in travel and hospitality to make them appealing again post-COVID.
- Quote: “The industry is under-staffed everywhere. Robots can’t replace warmth — we need real people, and real careers.”
New Luxury, New Travellers
- Rising trends of quiet luxury — quality over flash — and younger entrepreneurs redefining success in hospitality.
- Quote: “People today want meaning — not just margins. It’s about craft, service, and experiences that matter.”
