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Blanca's avatar

In luxury travel, we used to rely on social media engagement as a proxy for relevance,what people loved, what was trending, where they wanted to go. But lately, that “signal” feels useless. Some posts go viral and bring nothing but fake inquiries and spam leads. Others barely register but convert into real clients. It’s exhausting trying to tell the difference.

I agree digital ID might be part of the answer, but there’s a cultural catch. Many of my clients value anonymity and discretion. They don’t want their identity “verified” just to engage. Maybe the solution is layered: verified systems for business-critical decisions, pseudonymous spaces for exploration. But we need some kind of standard soon, or the whole ecosystem collapses under the weight of its own noise.

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Roberto Ferraro's avatar

what an interesting article Rita, and yes I guess that until a "verification system" is put into place, we'll have to live wth the increasing number of bots..

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