No Filter Needed: Gen Z Influencers Tell Hotels What Really Works
Bangkok, Thailand, May 12, 2025 / TRAVELINDEX / The TDM C-Suite Travel Trade Global Summit 2025, held at the Montien Hotel Surawong in Bangkok, stood out during one of the busiest weeks for hospitality and tourism professionals. With multiple high-profile events competing for the attention of industry leaders, Travel Daily Media delivered—assembling executives, content creators, and educators from across the Asia-Pacific region for a bold, high-impact day of insight and strategy.
And while AI and analytics dominated much of the agenda, one of the most human—and arguably most actionable—sessions came in the afternoon: “Welcome to the Social Media of Gen Z: You Got to Be Where Your Potential Customers Are.”
Moderated by Timothy Hughes, Vice President of Corporate Development at Agoda, the panel featured three standout creators—Sam Tyler, Bella Pawita, and Mike Yu—in a candid, quick-moving discussion about what it takes to capture and convert attention from Gen Z travelers.
From Free Stays to Strategic Storytelling
Gone are the days of exchanging a free night for a few tagged posts. Today’s content creators are co-creators, partnering with hotels to shape messaging that resonates.
“Hotels haven’t really asked me for stats,” Mike said. “They just like my style—and that freedom is better.” Bella, crowned Miss Global Thailand 2025, explained that she’ll often ask what features a hotel wants to highlight—say, an infinity pool or signature dish—but insists on staying true to her personal brand.“If the vibe doesn’t match, it won’t land,” she said. “Your audience can feel that.”
What Gets Eyeballs—and What Keeps Them
Sam Tyler didn’t hesitate: “Relevant content gets eyeballs. Content is time-sensitive. And there’s a tendency to blame the algorithm, when actually, creators need to look at what’s working and adapt.”
The panelists agreed: platforms shape the tone of interaction. Mike prefers YouTube for emotional depth and less editing pressure. Bella thrives on Instagram, where visuals drive engagement. Sam uses YouTube, TikTok and Instagram, and noted: “TikTok comments are mostly emojis. YouTube comments may be full paragraphs. That tells you everything about the audience.”
UGC, Crisis Content & AI Support
The discussion shifted to user-generated content (UGC) and how hotels can incentivize it—simple things like a free drink for guests who post and tag their experience.
Bella shared that her posts following a recent earthquake led to interview requests from CNN, BBC, and other global media. Social media, she said, can become a credible information hub in a crisis.
The group also acknowledged the growing role of AI: “It improves efficiency—especially writing scripts,” said Bella. “I use it to write emails,” added Mike. “It’s great for brainstorming,” Sam said. “But you still need a voice. Your voice.”
Monday Morning Moves
To close, each influencer offered advice hotels could act on immediately:
Mike: “Understand your market.”
Bella: “Understand your niche—and stick to your values.”
Sam: “Review your content, read the comments, and adjust.”
Where Conversations Become Catalysts
In a week packed with events competing for attention, the TDM C-Suite Travel Trade Global Summit 2025 stood out—not just for the quality of its speakers, but for its ability to bring the right people together. By bridging creators, hoteliers, tech leaders, and educators, Travel Daily Media curated more than a conference—it delivered a catalyst for industry-wide reinvention.
One message echoed throughout the day: it’s not about having an AI strategy—it’s about using AI to power your strategy. The same could be said for social media, storytelling, or service. The organizations that will lead hospitality forward are the ones willing to rethink—not just refine.
Meet the Panelists
Sam Tyler– British content creator based in Thailand, known for cinematic travel storytelling and honest hotel reviews.
Bella Pawita– Miss Global Thailand 2025 and influencer with a background in economics and psychology. Known for stylish and purpose-driven travel and fashion content.
Mike Yu– French-Chinese travel creator focused on emotional storytelling through identity, culture, and connection.
By Dr. Scott Michael Smith, Assumption University Thailand
