In our latest WiT Studio interview, we sat down with Brandon Ehrhardt, VP of Marketing at Expedia Group, to explore some of the biggest forces shaping traveler behaviour today. As AI floods the world with endless content, Brandon posed a simple but sharp reminder: authenticity still wins.
“Just because you can bulk create content or creatives doesn’t mean more is necessarily better,” he noted, warning that brands risk sliding into what he calls “AI slop.” So what does it take to build a memorable brand in 2026 – one that cuts through noise, stays human and still scales? And as travellers fragment across more channels, languages and subcultures, how should brands evolve their storytelling to stay relevant?
We also dug into some of Expedia Group’s newly released Unpacked 2026 insights – from the booming rise of sports tourism to the surprising staying power of set-jetting. But with contrasting trends like quiet countryside “readaways” growing alongside high-energy travel, how do brands decide where to focus? And more importantly, can you stay local, bespoke and culturally tuned without losing scale?
Finally, we touched on the harder questions like overtourism, sustainability and the evolving skill set marketers will need in the next decade. Brandon hinted at early data from Expedia’s “Smart Travel Health Check” with WTTC, an initiative designed to raise awareness of how tourism impacts local communities. Looking ahead, he believes the future marketer isn’t replaced by AI but amplified by it. So how will creative teams reinvent themselves? Which capabilities are underdeveloped today but will be essential tomorrow? And how can brands ensure AI strengthens, not dilutes, the human connection travelers crave?
Key Takeaways:
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Authenticity is emerging as the defining brand differentiator—AI is powerful, but “AI slop” erodes connection.
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Sports tourism is booming because it offers cultural immersion, not just entertainment.
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Set-jetting has become a lasting trend, inspiring travelers directly from their screens.
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Over-tourism requires industry-wide responsibility, and Expedia’s new “Smart Travel Health Check” aims to spotlight pressure points.
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The future marketer will be a human generalist empowered—and expanded—by AI, not replaced by it.
