Marketing history is strewn with the debris from brands crashing as they sought to expand outside their country of origin. Sometimes it's the actual brand name itself; in most instances, the failures are a result of misunderstandings; or misreading of other cultures, traditions and even body language.
Knowledge is power, as the saying goes. If you're serious about marketing to vacation travel influencers, it helps to get serious about understanding their mindsets.
A growing audience warrants attention from travel brands.