Perhaps I can help. Around 80 senior travel marketers recently gathered for the first Travel Marketing Huddle.
It was organised by the Daily Telegraph and our travel marketing collective Llama, to consider what’s influencing customers in a world that refuses to slow down.
Panellists and speakers included dnata Travel Group UK chief executive Lesley Rollo, Visit Jersey chief executive Tricia Warwick and TikTok’s head of travel Hannah Bennett, among others, dug into and debated what’s coming next for travel marketing.
So here’s what I think it all means for agents, and what I think they can learn.
Marketing – more than just a tactical sales tool
The Huddle reinforced the undeniable power of effective marketing in influencing customer holiday decisions. And, in addition, the importance of crafting compelling narratives over time that inspire customers – and secure their loyalty – rather than simply battering them with offers or discounts.
The brands winning today aren’t just showcasing destinations with stylised imagery; they’re crafting narratives that connect, engage and convert.
Authenticity key in a constantly changing landscape
Marketing moves quickly, but what doesn’t change is the principle of authenticity. Consumers are saturated with information, so brands that are truthful, consistent and genuine in their messaging win.
Travellers are savvy and can easily spot inauthenticity. Trust, and repeat custom, is built through honest messaging, consistent actions and delivering on promises. No gimmicks, no fluff.
Don’t let you head rule your heart, or your heart rule your head
Whatever their size, travel brands now have access to more data than ever. Dnata’s Rollo made the point that it’s possible to "over-analyse", and that marketers should have the courage to "overrule your head with your heart". In a world of metrics and analytics, it’s vital not to lose sight of the human element and the power of intuition.
Marketing is your engine room – you have to keep investing
Rollo also stressed the fundamental importance of marketing across all of dnata Travel Group’s brands, characterising it as the business’s "engine room". But engines need fuel to run, and careful care to do so effectively.
Her commitment to continued investment in marketing, even during hard times, underscores its critical importance for driving business growth and success in the travel sector.
Don’t underestimate the power of customer recognition
Another key takeaway was the importance of recognising and thanking customers for their bookings. In a world of automated processes, a personal touch can go a long way in building customer relationships and fostering loyalty.
A simple "thank you", or a personalised reward, can make a significant difference to whether your agency will see that customer next time – and can be a great way to circumvent rising customer acquisition costs.
Lean in to macro trends which reinforce your differentiators
Visit Jersey’s Warwick explained how the growing "set-jetting" trend, which sees travellers take inspiration for their holidays from their favourite films or TV shows, is giving her destination a competitive advantage in 2025 as the classic series Bergerac returns to our screens.
Set exclusively in Jersey, it gives the tourist board the chance to leverage the programme as a vehicle for authentic exposure, provides opportunities to reach new demographics across multiple channels, and fosters long-term tourism growth as the show gets aired across global markets via streaming services.
Agents and travel marketers should study macro trends and think about how they can be applied, authentically, to what they do as a way to amplify what makes them different.
Use technology to complement the human touch
AI and social media are cost-effective and universally accessible tools that any travel brand, regardless of size, can use to complement the personal relationships they have with their customers. TikTok, influencers, and increasingly, AI-driven platforms, are enabling agents and brands to hyper-personalise how they communicate and build relationships with customers, and are rewriting the playbook.
But research conducted by The Telegraph for the Huddle showed half of all consumers still prefer to use agents for both researching and booking their holiday. So adopting a strategy that blends technology with a human or high street presence can bring together the best of both worlds.
Moreover, bringing together the physical – a tourist board like Visit Jersey – and the digital – TikTok – emphasised the "no one-size-fits-all" adage still holds true. Brands and agents should listen to what their customers want and fit their channel strategy around those needs, not try to do the opposite.
The Huddle made one thing clear: influence isn’t just about selling. It’s about guiding, inspiring and earning trust. Get that right, and conversions will follow.
Andrew Shelton has nearly 30 years’ travel industry experience with the likes of British Airways, Virgin Holidays, Cheapflights and Netflights. He is a founding member of the Llama collective of travel marketing specialists, helping brands all over the world to sharpen their marketing.
