Writing for breakingtravelnews.com, Dream Plan Go president Scott Severson claimed that traditional online marketing methods for the travel industry were broken and no longer effective. That needn't be a concern, though, as content marketing was hailed as “the solution”. Severson said that much marketing spend on the travel industry is spent at the bottom of the funnel – when users have already chosen a destination and maybe even an agent, but need the extra push into finally making a booking. This is deemed ineffective, though, as all the marketing messages are the same, regardless of the business from which they actually come.