Why Are the World's Biggest Brands Serving Coffee? | Travel Unpacked Newsletter

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Editor’s Pick 🌟

Brands Are Missing 87% of YouTube's True Impact? 😵

New research reveals that brands scaling Google's YouTube and Demand Gen budgets are growing 32% faster in 2025. So, why aren't more brands prioritizing these high-impact campaigns?

Fospha's analysis of over $500M in ad spend uncovers why businesses mis-measure YouTube and how to accurately track the impact of Google’s upper-funnel channels.

Get the full research and a step-by-step guide to maximizing these channels for your brand here.

Sector Spotlight 🎥

OUTDOOR GEAR MARKET

Patagonia Challenged: Discover the Organized Durability of Kitworks Adventure Duffel

The Kitworks Adventure Duffel challenges Patagonia's Black Hole with its modular design, offering internal attachment rails to customize organization for travel. This feature caters to consumers valuing order, providing flexibility and functionality through removable dividers and multiple carry options, crucial for marketing professionals emphasizing product differentiation.

TRAVEL RETAIL GROWTH

Travel Retail Market Set for $153 Billion Growth by 2030 with Gen Z Influence

The travel retail market is expected to grow from $95.5 billion in 2024 to $153.3 billion by 2030, driven by the rise of digital integration, personalized experiences, and changing traveler demographics, especially Millennials and Gen Z.

Marketers should note the importance of premium brand strategies and the evolving consumer preferences, which demand eco-conscious and experiential offerings. This growth offers substantial opportunities for brands to engage with a high-value audience in travel hubs.

TRAVEL EXPERIENCES

Backroads Introduces Dynamic Luxury Adventures for 30s and 40s Travelers

DESTINATION MARKETING

Canada's Tourism Campaign Emphasizes Authenticity With "Canada, Naturally" Brand Strategy

Destination Canada's "Canada, naturally." campaign counters over-produced travel content by focusing on authentic, unfiltered moments, offering marketing professionals fresh language and strategies for genuine client engagement.

Leveraging real-time experiences and unstaged imagery, this approach aligns with a growing consumer demand for authenticity, positioning Canada as a top destination while supporting sustainable tourism practices.

Influencer Corner 📢

Upcoming Events📅

Marketing Measurement Takes the Spotlight at Cannes Lions 2025

Cannes Lions is no longer just about creativity — this year, marketing measurement is stepping into the spotlight.

If you’re heading to the Croisette and want to cut through the noise on what’s really working in digital, Fospha is the team to speak to. From breakthrough research to real-world results, we’re helping brands make every marketing pound count.

👉 Book a meeting with Fospha

Optimization Hub ⚙️

MULTI-CHANNEL MARKETING

Goal-Oriented Marketing Drives Effective Multi-Channel Strategies for Enhanced Results

Goal-oriented marketing enhances multi-channel coordination by aligning with business objectives, such as increased ROI, rather than focusing on individual channels. Notable examples like Blenders Eyewear and SwimOutlet demonstrate improved conversion rates and revenue through effective channel orchestration and AI-driven personalization. Emphasizing goals first ensures optimized resource allocation and a comprehensive marketing approach.

SOCIAL MEDIA MARKETING

Meta Advantage Unveils AI-Driven Tools for Better Paid Social Campaigns

Meta Advantage offers AI-powered tools for digital advertising, enhancing efficiency with features like Advantage Placements and Shopping Campaigns. However, certain tools, such as Advantage Creative and Budget Allocation, require manual oversight to maintain brand consistency and strategic balance. Advertisers must strategically blend automation with manual control for optimal performance.

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