Mumbrella Travel Marketing Summit

The moments that move us: how journalism shapes where Australians travel next

ThinkNewsBrands was proud to partner with Mumbrella for the Travel Marketing Summit, bringing CEO Vanessa Lyons to the stage alongside Seven West Media Chief Sales Officer Brent Stewart to explore why trusted journalism plays such a powerful role in shaping where Australians choose to travel.

Held at Crown Sydney on 27 August, the Summit brought together marketers, storytellers and innovators shaping how travel brands connect with the modern traveller, with an impressive line-up of speakers including Beckons CEO Michael Crawford, Cathay Pacific Airways General Manager Brand, Insights and Marketing Communications Edward Bell, Accor Plus CEO Emilie Couton, Brand Gold Coast CEO Todd Babiak and Intrepid Head of Global Brand Marketing Angela Chen.

Lyons and Stewart shared their perspective on the true drivers of travel demand, highlighting that inspiration rarely begins at the point of booking. Long before a traveller compares airfares, a destination has often already been chosen, sparked by a news story, a piece of destination journalism or a cultural moment encountered well before the search begins.

The pair also spoke to the growing importance of trust in an increasingly noisy media environment. While influencers and algorithmic feeds can spark an idea, credible journalism is what gives travellers the confidence to act on it, helping audiences move from inspiration to decision. It was a timely reminder for the room of the vital role quality journalism plays in shaping not just where people travel, but whether they travel there at all — and why this matters for brands.