Chaired by Derry Green, founder of The Secret Garden Glamping, the session brought together leaders from hospitality, digital engagement and visitor technology to explore how authenticity, creativity and intelligent use of data can transform marketing performance.

Green opened the discussion with a reminder that brand lives far beyond logos and colour palettes.

“When you think about the last holiday you went on, you’re not going to remember the colour of the curtains,” he said, “but you are going to remember those little touch points that are well thought through during your stay.”

That idea, that brand is built through experience, became the foundation of the conversation.

Trust, storytelling and emotional connection

Natalie Neve of Sykes Holiday Cottages emphasised the importance of trust in today’s visitor economy. “Trust is key,” she explained. “Having authenticity and really having a story for your brand.”

In an increasingly competitive landscape, audiences are drawn to transparency, sustainability and the human story behind a business. Data plays a crucial role here. By understanding customer behaviour and preferences, operators can refine their messaging, tailor offers and communicate in ways that resonate with clearly defined segments.

Brand, the panel agreed, is your promise. When expectations align with delivery, loyalty follows.

Technology as a loyalty engine

Martin Howe of Dapper Labs Ltd explored the role of immersive experiences and digital innovation in strengthening brand engagement, while Hamish Vader from ROLLER demonstrated how integrated guest platforms can bring marketing and operations together.

From streamlined booking systems to personalised communication and automated feedback loops, technology allows operators to move beyond one-off transactions and build long-term relationships. When data, ticketing and customer insight are integrated,

businesses can anticipate needs, personalise journeys and improve retention. Technology is not just an operational tool, it is a brand-building asset.

Designing experiences that resonate

Across the discussion, the importance of experience-led design was emphasised. Every touchpoint, from website and social media to on-site welcome and post-visit communication, should feel seamless and aligned with the brand story.

Content was described as “currency” in modern marketing. Compelling visuals, authentic storytelling and strong social engagement bring destinations to life before guests even arrive. Collaboration with partners, influencers and regional networks can further amplify reach.

Perhaps most importantly, the panel highlighted the role of people. Staff are brand ambassadors, and empowering them to embody company values is critical to delivering consistency.

The session concluded with a simple but powerful takeaway: successful visitor brands blend creativity with data, authenticity with innovation, and storytelling with measurable performance, always keeping the guest experience at the centre of every decision.

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