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Makoto Rheault-Kihara, VP of Growth at Hopper: Data is powerful, but so is taste
In this episode, we’re talking to Makoto Rheault-Kihara, VP of Growth at Hopper. Marketing in the travel industry is changing in more ways than one. Leaders are looking into streamlining the travel booking process as much as possible. This means using every tool to their advantage, including AI.
The travel marketing world has exploded with possibilities now that AI has been introduced to the industry. Internal teams and external partners are working on streamlining the travel booking process across all platforms, and in Makoto’s opinion, that means relying on the engineering team as much as you rely on your marketing team for growth. And while many companies have tried wrapping ChatGPT-like tools into itinerary builders, the results are still very surface-level compared to what customers want to see. Makoto says that whoever can deliver end-to-end, bookable experiences that are actually better than current methods will significantly shift the market.
This isn’t to say that Makoto and his team rely on data alone. He states early on in the episode that there’s such a thing as being too data-driven and that the best marketing strategies aren’t created by algorithms. While data can be a great tool to steer teams in the right direction, there has to be room for intuition, taste, and originality.
Tune into Makoto’s episode to hear more about the future of travel and how you and your team can benefit from leaning on your engineers a bit more.
Guest-at-a-Glance
💡 Name: Makoto Rheault-Kihara
💡What they do: VP of Growth
💡Company: Hopper
💡 Where to find them: LinkedIn
Key Insights
Data Is Powerful, But So Is Taste
In an era where marketing is becoming increasingly more data-led, it's easy to lose sight of intuition. To keep this intuition at the forefront of their creative teams minds, Hopper has engineered their marketing as 80% data-driven and 20% decisiveness - based on experience, taste, and bold ideas. Marketers should feel empowered to make judgment calls, not just follow the numbers. That balance is what sets great campaigns apart from the forgettable ones.
The AI Race in Travel Is Just Getting Started
AI is looking like the solution to streamlining travel booking across all platforms. And while many companies are experimenting with AI-generated itineraries, most are scratching the surface. Customers are looking for something deeper. Whoever can create an AI solution that actually improves and simplifies the trip planning experience will own a huge slice of the market. And so far, no one has cracked the code yet.
Personalization Works Better Than Generic Gifts
When it comes to getting a foot in the door, effort matters. One of Makoto’s most memorable pitches wasn’t flashy; it was thoughtful. A short video, a personalized message, and a name handwritten on a whiteboard were all it took to stand out. Why? That pitch showed Makoto that he took the time to understand his business, knew that his company could solve Makoto’s problem, and went beyond a one-size-fits-all approach. If you're trying to break through the noise, get specific and get personal.
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By YouShouldTalkToIn this episode, we’re talking to Makoto Rheault-Kihara, VP of Growth at Hopper. Marketing in the travel industry is changing in more ways than one. Leaders are looking into streamlining the travel booking process as much as possible. This means using every tool to their advantage, including AI.
The travel marketing world has exploded with possibilities now that AI has been introduced to the industry. Internal teams and external partners are working on streamlining the travel booking process across all platforms, and in Makoto’s opinion, that means relying on the engineering team as much as you rely on your marketing team for growth. And while many companies have tried wrapping ChatGPT-like tools into itinerary builders, the results are still very surface-level compared to what customers want to see. Makoto says that whoever can deliver end-to-end, bookable experiences that are actually better than current methods will significantly shift the market.
This isn’t to say that Makoto and his team rely on data alone. He states early on in the episode that there’s such a thing as being too data-driven and that the best marketing strategies aren’t created by algorithms. While data can be a great tool to steer teams in the right direction, there has to be room for intuition, taste, and originality.
Tune into Makoto’s episode to hear more about the future of travel and how you and your team can benefit from leaning on your engineers a bit more.
Guest-at-a-Glance
💡 Name: Makoto Rheault-Kihara
💡What they do: VP of Growth
💡Company: Hopper
💡 Where to find them: LinkedIn
Key Insights
Data Is Powerful, But So Is Taste
In an era where marketing is becoming increasingly more data-led, it's easy to lose sight of intuition. To keep this intuition at the forefront of their creative teams minds, Hopper has engineered their marketing as 80% data-driven and 20% decisiveness - based on experience, taste, and bold ideas. Marketers should feel empowered to make judgment calls, not just follow the numbers. That balance is what sets great campaigns apart from the forgettable ones.
The AI Race in Travel Is Just Getting Started
AI is looking like the solution to streamlining travel booking across all platforms. And while many companies are experimenting with AI-generated itineraries, most are scratching the surface. Customers are looking for something deeper. Whoever can create an AI solution that actually improves and simplifies the trip planning experience will own a huge slice of the market. And so far, no one has cracked the code yet.
Personalization Works Better Than Generic Gifts
When it comes to getting a foot in the door, effort matters. One of Makoto’s most memorable pitches wasn’t flashy; it was thoughtful. A short video, a personalized message, and a name handwritten on a whiteboard were all it took to stand out. Why? That pitch showed Makoto that he took the time to understand his business, knew that his company could solve Makoto’s problem, and went beyond a one-size-fits-all approach. If you're trying to break through the noise, get specific and get personal.