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Strategic Branding in Tourism

Jamie-Lee Abtar
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actionable branding tools tourism
AI
Airbnb branding case study
audience relevance in travel marketing
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Branding
branding playbook for travel industry
Brands
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Communications
competitive tourism landscape
cultural insights for global travellers
customer journey tourism
destination branding frameworks
digital branding for tourism
Digital Marketing
elevate brand credibility travel
emerging tourism trends
emotional storytelling travel brands
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Expedia marketing insights
future of travel branding
global tourism brand expansion
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global travel competition strategy
global traveller insights
Hospitality
how to build a travel brand
Influencer Marketing
international tourism marketing
Intrepid Travel brand strategy
Jamie-Lee Abtar
Kogan Page
marketing strategy for travel professionals
mid-career marketer development
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PR
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Tourism
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Travel
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travel experience design
travel industry marketing
travel sector branding best practices

Product details

  • ISBN 9781398623729
  • Dimensions: 156 x 234mm
  • Publication Date: 03 Apr 2026
  • Publisher: Kogan Page Ltd
  • Publication City/Country: GB
  • Product Form: Hardback
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Description

Build a brand strategy that cuts through global competition and elevates your impact in the fast-changing travel industry.

Strategic Branding in Tourism is a practical guide for mid to senior career marketers, travel and hospitality marketing professionals who want to develop distinctive brands, strengthen professional credibility and apply proven frameworks that drive measurable growth. As traveller expectations evolve and global markets expand, this book shows how to implement brand principles that optimize positioning, storytelling and partnerships at scale.

Written by industry expert Jamie-Lee Abtar, the book takes you behind the scenes of successful brand transformations and demonstrates how leading travel companies adapt to shifting consumer needs. Through detailed chapters, real-world examples and actionable tools, you'll learn how to apply strategic models that support stronger decision making and long-term brand performance.

You'll learn how to:
- Apply brand strategy frameworks to sharpen positioning and audience relevance
- Develop authentic storytelling that builds trust and emotional connection
- Implement partnership strategies to expand reach and increase brand value
- Optimize your brand for diverse global travellers and emerging market trends
- Use real-world examples to strengthen your expertise and advance your career

With insights from brands including Airbnb, Expedia and Intrepid Travel, this book helps you craft a compelling value proposition and implement a brand strategy that performs in a competitive and rapidly evolving tourism landscape.

Themes include: brand strategy, tourism marketing, storytelling, global consumer trends, partnership development, differentiation frameworks
About Jamie-Lee Abtar
Jamie-Lee Abtar is a strategic brand builder and senior marketing leader with over 15 years' experience helping travel, leisure and hospitality brands elevate their identity and drive sustainable commercial growth. Her career spans tourism boards, tour operators, agencies and global campaigns, giving her a rare cross-industry perspective on what truly moves travelers from interest to action. Based in London, UK, Jamie-Lee Abtar is the Brand & Strategy Director at Mirabelle Communications, where she works with travel and hospitality brands to develop clear positioning, compelling storytelling and long-term commercial growth.

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