Bangkok, Thailand, May 12, 2025 / TRAVELINDEX / The TDM C-Suite Travel Trade Global Summit 2025 at the Montien Hotel Surawong in Bangkok stood out during one of the busiest weeks for professionals in the hotel and tourism industry. Amidst numerous high-profile events vying for the attention of industry leaders, Travel Daily Media delivered an exceptional event: executives, content creators, and lecturers from across the Asia-Pacific region experienced an inspiring and impactful day filled with strategic insights.

And while AI and analytics dominated much of the agenda, one of the most human – and probably also most practical – sessions took place in the afternoon: “Welcome to the social media of Generation Z: You need to be where your potential customers are.”

Moderated by Timothy Hughes, Vice President of Corporate Development at Agoda, the panel featured three outstanding creatives – Sam Tyler, Bella Pawita and Mike Yu – in an open and fast-paced discussion about what it takes to capture and retain the attention of Generation Z travelers.

From free stays to strategic storytelling

Gone are the days when you could trade a free night for a few tagged posts. Today's content creators are co-creators, collaborating with hotels to develop messages that resonate with their audience.

“Hotels never actually ask me for statistics,” said Mike. “They simply like my style—and that freedom is better.” Bella, who was crowned Miss Global Thailand 2025, explained that she often asks what features a hotel would like to highlight—such as an infinity pool or a signature dish—but insists on staying true to her personal brand. “If the vibe isn’t right, it doesn’t work,” she said. “The public can sense that.”

What attracts attention – and what captivates it

Sam Tyler didn't hesitate: "Relevant content attracts attention. Content is time-sensitive. And there's a tendency to blame the algorithm, when in reality, creatives need to analyze what works and adapt accordingly."

The panelists agreed: platforms shape the tone of interaction. Mike prefers YouTube because of its emotional depth and lower editing pressure. Bella feels comfortable on Instagram, where visual content encourages interaction. Sam uses YouTube, TikTok, and Instagram and observed: “TikTok comments consist mainly of emojis. YouTube comments can be entire paragraphs. That says it all about the target audience.”

User-generated content, crisis content, and AI support

The discussion shifted to user-generated content (UGC) and how hotels can incentivize it – simple things like offering a free drink to guests who post and link their experiences.

Bella reported that her posts following the recent earthquake had led to interview requests from CNN, BBC, and other international media outlets. Social media, Bella said, could become a credible source of information in times of crisis.

The group also acknowledged the growing importance of AI: “It increases efficiency—especially when writing screenplays,” said Bella. “I use it to write emails,” added Mike. “It’s great for brainstorming,” said Sam. “But you still need your own voice. Your own voice.”

Finally, each influencer gave advice that hotels could implement immediately:

Mike: "Understand your market." Bella: "Understand your niche – and stay true to your values." Sam: "Review your content, read the comments, and adjust it."

Where conversations become catalysts

In a week packed with events vying for attention, the TDM C-Suite Travel Trade Global Summit 2025 stood out – not only for the quality of its speakers, but also for its ability to bring together the right players. By connecting creatives, hoteliers, technology leaders, and educators, Travel Daily Media created more than just a conference – it provided a catalyst for industry-wide realignment.

One message resonated throughout the day: it's not about having an AI strategy, but about using AI as the foundation for your existing strategy. The same applies to social media, storytelling, and service. The companies that will shape the future of the hotel industry are those that are willing to rethink their approach – and not just refine existing methods.

Sam Tyler – British content creator based in Thailand, known for his cinematic travelogues and honest hotel reviews.

Bella Pawita – Miss Global Thailand 2025 and influencer with a background in economics and psychology. Known for stylish and meaningful travel and fashion content.

Mike Yu – a French-Chinese travel journalist who focuses on emotional storytelling through identity, culture, and connection.

By Dr. Scott Michael Smith, Assumption University Thailand