The motivation behind travel has changed, says Ivy Esquero, director of integrated marketing, sales, and product enablement at Hilton Hotels. Ahead of the inaugural Spikes Asia Academy, a three-day (four-hour/day immersive bootcamp from September 14-16, 2022) called The Next, launched by Spikes Asia, the region s oldest and most prestigious award for creative advertising, the marketer from Hilton shares her insights and approaches the hotel used to pivot with new creative strategies and attract customers during the peak of the pandemic. Esquero talks to Campaign Asia-Pacific about the need to future-proof the industry "because nothing will be the same again."