Travel & Hospitality Roundtable: Who Shapes Brand Perception Today- Brands, Guests, or Creators?

In this month’s Travel & Hospitality Roundtable, we’re discussing a question many brands are actively thinking about: who has the greatest influence on brand perception today—your organization, your guests, or the creators sharing their experiences online?

From guest reviews and social media commentary to influencer partnerships and user-generated content, brand narratives are increasingly shaped by voices outside the organization. While this creates opportunities for authentic engagement and broader reach, it also introduces new challenges around consistency, control, and reputation management. This discussion will focus on how travel and hospitality brands are navigating this evolving landscape, balancing brand storytelling with guest feedback and creator influence.

This session is not a webinar. It’s an open, peer-led conversation created for communications, PR, marketing, digital, and brand professionals across travel, tourism, and hospitality who want a space to share experiences, compare approaches, and learn how others are adapting.

We’ll Discuss

• How guest reviews, social content, and creator partnerships influence brand perception
• What role brands can realistically play in shaping online narratives
• How teams balance brand voice with user-generated content and creator storytelling
• What challenges arise when brand perception is influenced by multiple external voices
• How monitoring and insights help teams understand shifts in sentiment and reputation

This roundtable is part of Meltwater’s Industry Circles program—client-only spaces inside mCommunity where professionals in similar sectors connect, collaborate, and learn how others are using Meltwater to solve real-world challenges in their day-to-day roles.

This session has limited availability, and registration will close once all 35 seats have been filled.