Untangling Tourism Tech — Podcast
13 October 2025
Forget the doom-scrolling whispers that “social media is dead.” In Social Media’s AI Glow-Up, Fabienne and Liz argue the opposite: social media is getting its biggest upgrade yet — and for tourism businesses, that’s powerful.
In this post, we unpack what that glow-up looks like, how AI is shifting what “good social” means, and practical strategies you can use today to stay visible, trusted, and compelling.
A “glow-up” is a transformation — a makeover from basic to brilliant. That’s exactly what’s happening to social media right now:
Here’s what the podcast reveals about how AI is rewriting the social media rulebook:
AI is reading metadata, engagement patterns, context — not just labels. Your posts need to send strong signals (topic clarity, sentiment, relevance) to get surfaced.
Instagram posts, Reddit threads, Facebook communities — they’re becoming ingredients in AI’s answers. That means your social media can influence not just clicks, but AI-powered discovery itself.
Polished, perfect posts are less important than posts that feel alive. Your captions, voice, tone must breathe authenticity, vulnerability, story.
The most powerful impact isn’t from pushing content to everyone. You;ll want to influence inside tight circles, in comment threads, in DMs, with repeat fans who share your vibe.
Let’s cut to the chase. Here are five plug-and-play social strategies inspired by the episode:
| Strategy | What to do | Why it matters |
|---|---|---|
| Use real voices | Share behind-the-scenes, team stories, guest reactions | Human signals trigger AI to favour authentic content |
| Join conversations, don’t just post | Reply in niche groups, comment on Reddit threads, collaborate with micro-influencers | Signals you’re part of a network, not broadcasting |
| Recycle context, not content | Turn one experience into 3 formats: short video, quote carousel, community Q&A | Efficiency + consistency = algorithmic favour |
| Test micro content formats | Polls, short clips, quick stories, audio snippets | More chances to hit “micro engagement” that AI tracks |
| Build signature style | A recurring structure, voice pattern or visual motif | Gives your content recognisability in algorithmic chaos |
You don’t need a massive following to win at AI-powered social. In fact:
Absolutely. AI may be changing how people find information, but social media is still where travellers connect emotionally with brands. In fact, AI tools now use social signals: like reviews, comments and community discussions to help decide which businesses are most trusted and relevant.
AI is analysing behaviour and sentiment to decide what content gets seen. For tourism operators, that means platforms like Instagram, Facebook and even Reddit are now feeding directly into AI-powered search results. The focus is shifting from quantity to authenticity : your real stories, guest experiences, and community interactions matter most.
Post content that AI can’t fake:your local knowledge, personality, and guest experiences. Think short videos, behind-the-scenes moments, FAQs, and genuine storytelling. Keep it consistent and connected to your brand’s purpose.
Start small:
Use AI tools like ChatGPT or Canva’s Magic Write to save time creating captions and ideas.
Plan your content around 3–5 clear content pillars.
Join public discussions (like Facebook groups or Reddit threads) about your destination — it boosts your authority in both search and social.
No – AI is reshaping it, not replacing it. Social media is now part of the AI ecosystem, where authentic human content helps feed smarter algorithms. The businesses that adapt by posting consistently and connecting genuinely will actually benefit from this change.
It depends on your audience. Instagram and Facebook still drive bookings and brand awareness, while TikTok captures discovery and inspiration. Reddit and Google Business Profile are becoming powerful for credibility and local insights, especially as AI tools rely more on real discussions.
Consistency beats frequency. Two to three quality posts a week — backed by clear content pillars and community engagement — will outperform sporadic posting. Think of it as training the algorithm to recognise your voice and trust your consistency.
The free Pocket Rocket app gives you a personal AI marketing coach, website audit, weekly action plans and 5-minute tips. Built for tourism operators.
Get access to all our training, coaching, and tools built for tourism operators who want to grow with confidence.
Explore membership
