Ready, set, takeoff! The annual Digital Travel Summit hosted by WBR hosted on the sunny shoreside of San Diego. Social Native’s CEO, David Shadpour, took the stage to lead a profound discussion focused on the effects of social commerce in the travel industry, joined by prominent leaders of the travel industry including Kristina Arrieta (MGM Resorts International), Lisa Jordan (Red Roof Inn), Marissa Fortson (AvantStay), Astrid Emmanuelli Ruiz (Discover Puerto Rico).

The group sat down to discuss how their respective brands create engaging and authentic content to drive value to consumers, from connecting to audiences via UGC and influencer content and leveraging their authentic voices to support their brands’ mission.

Astrid of Discover Puerto Rico offered her take on the way social transformation has impacted her brand, “Social transformation not only echoes a change in our culture, but also a required change in the way we think. In Discover Puerto Rico, social media… it’s not an afterthought, it’s not something that is simply woven into the fabric of the idea, but we actually use social as an aide to lead the efforts that we in campaigns or activations.” Further noting the importance of staying connected to travelers through social media and how it provides a quick and easy way for travelers to stay well-informed before their visit to Puerto Rico, especially in recent times where travelers could find rules and regulations prior to entering the island.

Watch the Q&A on-demand for full social commerce insights!