Beyond the likes: How SMEs can rewrite the rules of travel marketing

In the fast-paced, ever-evolving world of travel marketing, it is easy to lose sight of what truly matters: people. Yet for Pensara, that human connection is the foundation of every campaign they create. Their work goes beyond promoting places, and it sparks emotion, builds community, and reshapes the way people experience travel. Whether it is redefining luxury in Italy with IC Bellagio or bringing Virgin Atlantic’s sustainable aviation efforts to life, Pensara is setting a new standard for how travel brands connect with the world.

Turning moments into movements

Pensara’s partnership with Virgin Atlantic is a case study in what happens when marketing dares to lead with meaning. For example, Flight100, the world’s first transatlantic flight powered entirely by sustainable aviation fuel. Pensara captured the historic moment not just through lenses and lighting, but with storytelling that made people care. And when the airline championed accessibility by teaming up with the England Deaf Rugby team, Pensara amplified that message with the empathy and impact it deserved.

Their ‘Red Spirit’ series, now 50 episodes strong, embodies this ethos. “We’ve been able to help tell that story in powerful, multi-faceted ways to develop a brand narrative that feels personal, purposeful, and unforgettable,” says Nick Evans, Managing Partner at Pensara.

Selling Italy, not just the dream

Working with IC Bellagio, Pensara helped reframe what luxury travel in Italy looks like. “We helped them refine and elevate their brand narrative, translating their culture into something visual, interactive, and deeply human,” says Nick. They make destinations feel like people you want to know, not just places you want to visit.

Putting communities on the map

Pensara’s collaboration with Visit SLO CAL is another standout. Through sharp social strategy and creative development, they gave locals a renewed sense of pride. It is a reminder that destination marketing is not just about metrics but about meaning. “We helped shape a lesser-known county brand in a way that feels meaningful and recognisable to the community itself,” explains Nick.

Pensara defines success not just by likes or views. In fact, they see those as shallow waters unless backed by real engagement such as shares, saves, click-throughs, and above all, sentiment. “Inspiring thought and emotion sits at the heart of what we do, so understanding how a campaign made people feel and subsequently act is incredibly important,” Nick says. They measure success by the ripple effect of the user-generated content, the conversations sparked, and the broader movement ignited by a single well-told story.

Biggest mistakes SMEs make and how to fix them

Pensara has worked with enough SMEs to know where many go wrong. Here are the biggest pitfalls:

• Chasing every trend: Just because it is viral does not mean it aligns with your brand.

• Quantity over quality: Do not post just to stay active. Every piece of content should have a purpose.

• Ignoring your audience: Create for them, not for yourself. Build personas, study your data, and stay curious.

• Neglecting your own people: Employee-generated content is powerful, relatable, and cost-effective.

• Lack of a structured plan: Without a strategy, you are just reacting, not storytelling.

The SMEs should start with clear objectives, let them guide everything, build messaging pillars, post with purpose, and engage with intention.

Tailoring the message without losing humanity

Whether speaking to consumers (B2C), businesses (B2B), or governments (B2G), one principle remains the same that you are still talking to people. For B2C, emotion is everything, so inspire, inform, and connect. For B2B, clarity matters; hence, use real voices, share meaningful insights, and make business content enjoyable. For B2G, show alignment with policy goals and community impact. Therefore, be concise, purposeful, and informed.

Nick’s playbook for a successful social-first strategy is refreshingly grounded:

• Define your purpose, whether it is awareness, conversions, or community.

• Create key messaging pillars as they are your content compass.

• Prioritise value and post only when you have something meaningful to share.

• Engage as social media is a two-way street to interact, collaborate, and respond.

• Stay consistent as it beats frequency.

• Test, learn, and adapt as the landscape changes, so should your approach.

“Don’t panic if engagement is slow. Social media now influences SEO and discoverability. That reel from last month might bring you bookings next quarter,” says Nick.

Driving conversions in a world of scroll fatigue

While short-form still dominates, long-form is making a comeback. Nick points to platforms like TikTok and Instagram extending their video lengths and to brands like Hilton proving that storytelling with depth works.

“To convert, content needs both inspiration and information. Give users the dream and the ‘how.’ Make the booking process look not just easy, but irresistible. Use your people for employee-generated content is highly effective. It shows personality, builds trust, and creates a sense of connection. And most importantly, guide your audience with clear CTAs,” says Nick.

The future is human, sustainable, and searchable

Here is the future of travel marketing:

• People want experiences, so show the feeling of travel.

• Products must reflect values. Sustainability, inclusivity, and community impact are not optional anymore. Pensara leads by example as they have gone carbon-neutral.

• Platforms are evolving into search engines. SEO for social is the new frontier. Use keywords, hashtags, and smart captions, and embrace AI as a strategic advantage.

Video content is one of the most powerful ways to bring travel stories to life, and SMEs do not need big budgets to make a big impact. Smartphones allow for quick, authentic content creation that connects emotionally with audiences. With a clear idea of the story, audience, and desired action, even simple footage can become compelling. Free or low-cost editing tools like CapCut, Canva, and InShot help polish these clips with music, captions, and transitions.

“Another trend that is growing is the importance of audio. Not long ago, most people consumed social content on mute. Now, users engage with audio on. Whether it is thoughtful voiceovers, ambient sounds, or carefully chosen music, audio and sound design need to be part of your planning process to elevate storytelling and engagement,” says Nick.

AI is another game-changer for SMEs looking to compete globally. Tools like AI-powered translation are breaking language barriers, allowing businesses to communicate with international travellers in ways previously out of reach. Generative AI can also support brainstorming, content planning, and drafting tasks. These tools free up time and energy for small teams to focus on what matters most.

Ultimately, video, audio, and AI should be seen as enablers for human creativity. The most resonant travel marketing is rooted in authenticity, empathy, and connection. SMEs that embrace these tools while staying true to their voice have the power to stand out and thrive in a competitive landscape.

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