event10 November nest_clock_farsight_analog03:00pm-03:50pm pin_drop Hall #2 language English

The New Herd: how the new travel tribes form, move, and make choices

Travel choices never really arise on their own. They spread through imitation, trust, and a sense of belonging: in social networks, small groups, shared passions, and rituals that transform an interest into a community.

Featuring Mark Earls, one of the most influential scholars of collective behavior and the dynamics of influence, the panel focuses on the “herd”: what guides people not as isolated targets, but as groups in motion. Why do people choose the same destinations? How do new desires, codes, and habits take hold? And how can brands and regions become part of these conversations rather than merely observing them?

Sara Wilson, founder of SW Projects and creator of the “digital campfires” concept, brings her expertise as someone who studies and builds identity-based communities capable of generating attention, relevance, and loyalty. Francesco D’Orazio, Founder & CEO of Pulsar, demonstrates how audience intelligence can analyze conversations, weak signals, and cultural micro-affinities, identifying trends before they become apparent.

A comparison to move beyond segmentation and toward a deeper understanding of people: not just who travels, but with whom they identify, who inspires them, and why they decide to travel.