Luxury travel sells a feeling, not a product. As content demands on marketing teams continue to grow, travel brands face an increasingly complex challenge: how do you produce more while preserving the exclusivity, authenticity, and emotional resonance that defines a high-end brand?
For Jacada Travel, one of the world’s leading luxury travel companies, the challenge runs deeper still. Operating at the intersection of luxury and sustainable tourism, their team has had to find a way to tell both stories at once, and make sustainability feel like a natural, aspirational part of the luxury experience rather than a compromise of it.
In this session, Marketing Director Jessie Brechin-Leman joins Canto’s Roxanne Lewington to share how Jacada has redefined its content approach: from reframing sustainability as “Positive Impact” to scaling personalised storytelling with smart asset management, and the lessons other travel and hospitality marketers can take from their journey.
In this session, you’ll discover:
- How Jacada reframed sustainability as “Positive Impact” to make responsible travel feel like a natural extension of the luxury experience
- Why video storytelling has become central to their strategy, and how it helps travellers envision themselves in the experience before they book
- How hyper-personalised content keeps the right story in front of the right audience, without diluting the brand
- The content management workflows behind Jacada’s approach, from asset organisation and usage rights to distribution across PR agencies and platforms