European destinations endorse Reykjavík declaration to put communities at the heart of Europe’s tourism future

The European Travel Commission (ETC) has today presented the Reykjavík Declaration “Tourism for Europe, Europe for Tourism”, a joint commitment by its 35 member national tourism organisations to place communities and residents at the heart of Europe’s tourism future. Signed during ETC’s 110th General Meeting in Iceland, the declaration outlines a shared vision for tourism that enriches local life, regenerates destinations, and safeguards Europe’s cultural and natural heritage.

The Friction Guests Never Tell You About but Always Punish Your Hotel

Guests used to tell us when something went wrong. They complained at the desk. They called from the room. They filled out comment cards with neat handwriting and detailed grievances. Even if the stay was less than perfect, they gave the hotel a fair chance to fix it before passing judgment. That era is over. Something fundamental has shifted not loudly, but silently, and most hotels still haven’t caught up.

The Friction Guests Never Tell You About but Always Punish Your Hotel

Guests used to tell us when something went wrong. They complained at the desk. They called from the room. They filled out comment cards with neat handwriting and detailed grievances. Even if the stay was less than perfect, they gave the hotel a fair chance to fix it before passing judgment. That era is over. Something fundamental has shifted not loudly, but silently, and most hotels still haven’t caught up.

Culture First, Not Campaign First: Inside Arlo’s Social Strategy

I had the opportunity to sit down with Dino Jevric, Arlo’s Social Media Manager, to discuss how the brand is taking a different path on Instagram at a time when many hotels still use social mainly to push rates and packages. Arlo is treating the platform less like a sales channel and more like an extension of the guest experience, curating its feed as a living diary of hotel life and neighbourhood energy. The aim is simple but ambitious: make people feel like they are already there, before they have even booked.

Culture First, Not Campaign First: Inside Arlo’s Social Strategy

I had the opportunity to sit down with Dino Jevric, Arlo’s Social Media Manager, to discuss how the brand is taking a different path on Instagram at a time when many hotels still use social mainly to push rates and packages. Arlo is treating the platform less like a sales channel and more like an extension of the guest experience, curating its feed as a living diary of hotel life and neighbourhood energy. The aim is simple but ambitious: make people feel like they are already there, before they have even booked.