Independent travellers already account for more than $11 billion in global spend, yet they remain one of the most underserved segments in travel. This article explores how shifting behaviours, growing demand, and rising expectations are reshaping the industry, and why “programmatic travel with human override” will become the model for capturing this opportunity and building deeper, more profitable customer relationships.

SEAM has turned one. In the past 12 months we’ve worked across retail, SaaS, MarTech, private equity, media agencies and travel. The biggest lesson? Businesses don’t need more jargon. They need sharper thinking, faster execution and commercial impact.

AI hasn’t just changed the tools. It has changed the structure of modern marketing teams. In 2025, you may not need a full-time CMO or a 10-person team. This blog breaks down which roles are being replaced, reshaped, or rising in value, and what smart companies are doing instead. Leaner teams. Smarter tools. More impact

AI is surpassing human emotional intelligence in business, enhancing customer service, marketing, and retention like never before.