Outlier

Your customer's motivation to visit is your crisis insurance

Why your customer’s intent is the single best predictor of how fast your tourism business will recover from the next shock

Jun 4 • Edmund Morris

2

3

May 2026

Right now, someone is editing you out of their holiday photos

Why tourists want to avoid being around other tourists.

May 21 • Edmund Morris

7

3

March 2026

How to stay one step ahead of overtourism

3 risks and 3 opportunities that travel operators, hotels and DMCs can act on right now.

Mar 16 • Edmund Morris

2

1

Nobody wants to go where everyone else is going

Crowds are becoming a defining problem for travel and tourism.

Mar 4 • Edmund Morris

177

53

26

February 2026

Think sustainability doesn't sell? Hold my beer.

What the travel industry can learn from the extraordinary rise of craft beer.

Feb 12 • Edmund Morris

2

2

May 2025

Will Venice always be popular?

What the travel industry can learn from black swans and Karl Popper.

May 8, 2025 • Edmund Morris

9

1

3

April 2025

Why consumers have never really bought into corporate sustainability claims

And what it says about the recent backlash to sustainability marketing

Apr 23, 2025 • Edmund Morris

5

1

Tourism isn't slowing down. It's accelerating.

Amidst the concerns over uncertainty in travel and tourism, data tells a very different story around what's about to happen next.

Apr 2, 2025 • Edmund Morris

6

1

March 2025

Can the Louvre build its way out of overtourism?

What the world's most famous art gallery are doing about crowds.

Mar 18, 2025 • Edmund Morris

1

1

How the Mona Lisa Became the Most Disappointing Attraction in the World.

Part I: A Cautionary Tale for Overtourism

Mar 10, 2025 • Edmund Morris

9

February 2025

Why queues on Everest are a sign that travel might be about to change forever

Far from being at peak tourism, this is really just the beginning

Feb 12, 2025 • Edmund Morris

4

1

January 2025