The rapid advancement of technology is transforming how the hospitality and tourism industries connect with customers. Today’s travelers no longer rely solely on traditional channels when searching for accommodation or services. Their decisions are increasingly influenced by digital content, social media, online reviews, destination imagery, and the brand stories they encounter every day.
In this evolving landscape, technology offers businesses powerful new communication tools. At the same time, it raises an important question: How can a brand tell its story in a way that stands out among thousands of competing messages?
This will be one of the key topics explored by Tracie May - PR, Marketing, Communications Executive & Brand Ambassador at Oriental Media and TravelThru - at HORECFEX VIETNAM 2026.
With more than 27 years of experience across PR, marketing, communications, magazine publishing, event production, and international content creation, Tracie May brings a multidimensional perspective on how brands are built, communicated, and remembered.
Her extensive experience across hospitality, tourism, F&B, fashion, beauty, and luxury lifestyle has given her a deep understanding of the relationship between a product, the experience it delivers, and the image a business wants to communicate to the market.
The value of her session goes beyond introducing the latest communication trends. More importantly, she will explore how businesses can leverage content, imagery, social media, and brand storytelling to create meaningful differentiation, particularly at a time when travelers have more choices than ever and increasingly shorter attention spans.
Drawing on her practical experience, Tracie May will offer valuable perspectives on how a hotel, restaurant, or destination can evolve from simply providing a service into becoming a distinctive brand with personality, emotional appeal, and the ability to build long-term relationships with customers.
These insights are particularly relevant for businesses seeking to reach international markets, strengthen destination branding, or improve their communication performance across digital platforms.
Her session at HORECFEX VIETNAM 2026 is therefore not only for marketing professionals. Hotel managers, tourism businesses, F&B operators, and brand development teams can also gain practical insights into how they tell their stories, engage customers, and strengthen their position in an increasingly competitive market.
In an industry where the guest experience often begins long before travelers arrive at a destination, Tracie May’s perspective will help participants understand why communication is no longer simply about promotion. It has become an essential part of creating, communicating, and sustaining brand value.