Shows
Kerrie McCallum discusses travel media trends and challenges
Kerrie McCallum discusses travel trends and balancing print and digital media in her role at News Corp Australia
Kerrie McCallum discusses travel trends and balancing print and digital media in her role at News Corp Australia
– Kerrie McCallum oversees travel, food, and health brands, benefiting from insights across multiple interlinked categories.
– She highlights the importance of using both print and digital media together for optimal client results.
Kerrie McCallum says media success depends on the business model behind each brand.
While taste.com.au focuses on advertising revenue and direct traffic, other News Corp Australia brands prioritise subscriptions and audience engagement across the wider network.
As editor-in-chief of Escape and head of News Corp Australia’s travel, food and health portfolio, McCallum says print remains a trusted “anchor” for travel, with the strongest client results coming from integrated print and digital campaigns.
She also stresses the importance of protecting editorial credibility by carefully managing sponsored travel and ensuring balanced reviews.
News Corp has also been trialling an AI assistant called Sky, with data showing 40 per cent of users download AI generated itineraries.
However, most travellers still use AI for research and planning before relying on human experts to complete their bookings.
Meanwhile, favourable exchange rates and global uncertainty are driving more Australians towards destinations such as Japan, Vietnam and South Korea, while domestic travel continues to benefit during periods of geopolitical instability.
