Clarity, credibility or chaos: Winning travel marketing in 2026, with Matthew Gardiner | 007

In this episode, Matthew Gardiner, fractional CMO and former marketing leader at International Airlines Group (British Airways and Iberia), explains why most travel brands are still optimising for a funnel that no longer exists — and what needs to change as AI reshapes discovery, trust, and conversion.Matthew breaks down how travel planning is shifting from a linear journey into a conversational experience, where AI compresses inspiration, research, and booking into a single interaction. He explores what it takes for brands to be surfaced and recommended in these environments, why clarity of positioning and credibility signals matter more than ever, and how structured content influences visibility in AI-led journeys. He also explains why the biggest barrier to conversion is no longer inspiration but confidence, and how reducing decision friction can unlock significant commercial impact.The conversation also tackles one of the most persistent challenges in marketing: the perceived trade-off between brand and performance. Matthew argues that this is a false choice, outlining how brand investment acts as a multiplier for performance efficiency, and why many travel brands are underinvesting at a critical moment of market change. He also shares the signals CMOs should track to demonstrate brand impact, and what separates the teams that will adapt from those that won’t.This episode is essential listening for CMOs and marketing leaders in travel and ecommerce who want to understand how AI is changing search behaviour, how to stay visible in a world of conversational discovery, and how to build a marketing system that drives both demand and conversion.Matthew Gardiner is a fractional marketing leader and growth partner to travel brands and destinations. He has led global marketing functions within FTSE 100 organisations, including International Airlines Group, and advises businesses on brand strategy, performance marketing, and growth in rapidly evolving digital environments.Flipping the Playbook is a podcast for CMOs in enterprise businesses, featuring conversations with marketing leaders who are challenging conventional thinking and navigating the transformation of marketing.Hosted by: Reza Moaiandinhttps://salt.agency/contact/Guest: Matthew Gardinerhttps://www.linkedin.com/in/matthewgardiner/