One story at a time: How FINN Partners is redefining travel marketing

In an industry as dynamic and competitive as global Travel & Tourism, staying ahead is about setting trends. FINN Partners has mastered this art, redefining how travel brands communicate with the world. But what’s the secret to its success?

“It’s our global reach, values-driven culture, sustainability commitment, impactful storytelling, and strong media partnerships,” says Debbie Flynn, Managing Partner, Global Travel Practice Leader, FINN Partners. These pillars have positioned it as a leader in travel communications, working across four continents to craft narratives that resonate globally. But beyond just telling stories, FINN Partners is actively shaping the future of travel marketing, ensuring brands stay relevant in an era of rapid change.

“Our organisational culture is rooted in positivity, embodied in our motto ‘Work Hard, Play Nice.’ This ethos shapes every aspect of our operations and client interactions, creating an environment where innovation and collaboration thrive. Also, sustainability sits at the core of our business and this cross-practice expertise has ensured that we can advise our travel clients with deep expertise from the ever-changing regulations on “green washing” to impactful and community-led storytelling that maximises social impact,” adds Debbie.

Adapting to an industry in flux

The pandemic was a game-changer for the Travel sector. The old ways of doing business no longer applied. Travellers today are defined more by their mindset than by demographics, and digital integration is no longer optional, it is essential.

FINN Partners has embraced this shift, using its digital transformation journey to sharpen insights into travellers’ evolving expectations. With AI-driven personalisation now a key player in travel marketing, the firm helps brands navigate this space while ensuring one consistent message across all digital platforms.  

And it is not just about digital. The agency’s global intelligence team constantly tracks emerging trends, producing reports such as China’s Women in Charge and The Future of Indian Travellers, offering deep insights into the world’s fastest-growing travel communities. Another key area of focus is wellness tourism, a sector predicted to surpass USD 1 trillion globally this year. FINN’s latest research explores this transformative trend, helping brands align their strategies with what travellers want today.

A campaign with impact: The brave hearts of Ukraine

Among FINN Partners’ most powerful initiatives is a campaign that transcends travel—it is about resilience, hope, and the enduring spirit of a nation. In March 2024, as media attention shifted away from the war in Ukraine, FINN Partners launched We Are Here: Brave Hearts of Ukraine, a pro bono campaign for the State Agency for Tourism Development of Ukraine.

Inspired by President Volodymyr Zelensky’s iconic “We are all here” video from the night of the Russian invasion, the campaign showcased the resilience of Ukraine’s Tourism sector, preparing for a future beyond war. The emotionally compelling film, unveiled at the ITB global travel trade event, reignited media interest, secured aid and tourism recovery contracts, and reminded the world that Ukraine is still here, waiting to welcome visitors when peace prevails.

How small businesses can stand out

For small and medium-sized enterprises (SMEs), marketing can be a daunting challenge. Limited budgets and stretched resources make it difficult to compete with industry giants. Yet, FINN Partners has proved that smart storytelling can level the playing field.

“Quality over quantity is key,” Debbie advises. “We focus on impactful storytelling and try to work with freelancers, ensuring that one trip can generate at least three media features and be amplified across social channels.”

Take Z Hotels, for example. When they launched their first London hotel in 2011, FINN Partners helped craft their unique brand story, converting old office buildings into high-quality, affordable luxury hotels. By positioning the founder as an industry leader and emphasising the value their brand brought to the market, it secured media coverage that fuelled their growth. Today, Z Hotels owns 14 properties across the UK, thanks in part to a communications strategy that evolved alongside their expansion.

“At FINN, we have always believed that every client, regardless of size, is an extension of our team. This approach is especially valuable for smaller businesses, particularly during times of crisis. As a global agency, we also provide access to cutting-edge digital tools and research, resources that smaller businesses might not otherwise afford,” says Debbie.

Emerging trends: How SMEs can stay ahead

Sustainability and experiential travel are no longer niche concepts, they are the future. And for SMEs, these trends present incredible opportunities. Consumers today want travel experiences that make a difference. They seek local interactions, sustainable tourism, and authentic connections with destinations.  

A strong brand narrative and messaging framework are essential. Destination Management Organisations seek to fill market gaps by promoting unique offerings that give their destination a competitive edge or align with evolving consumer demands.

“An omnichannel approach ensures that both consumers and businesses clearly understand the company’s values and tone. Leveraging customer stories, testimonials, and case studies further reinforces the company’s credibility. The key to success lies in communicating all these elements creatively and compellingly to engage and captivate audiences,” says Debbie.

FINN Partners actively integrates SMEs into global travel storytelling, ensuring that their unique offerings, whether it is a boutique hotel, a community-led tour, or a local cooking class, get the recognition they deserve.

Award recognition is another strategy. “Many more award categories now exist for SMEs, offering them global visibility. Even being shortlisted can put a business on the map,” says Debbie.

The power of collaboration: SMEs and industry giants

In today’s travel ecosystem, collaboration is key. Large industry players are constantly seeking innovative SME products that add value to their offerings. For smaller businesses, staying ahead of trends and integrating insights from global industry conferences can open doors to partnerships that drive growth.

This symbiotic relationship is about business as well as values. Consumers increasingly favour brands that support local communities, and major corporations recognise that working with SMEs enhances their credibility and impact.

The future of travel communications

Looking ahead, FINN Partners is committed to shaping the next era of travel communications. The agency’s influence extends beyond campaigns, it plays key advisory roles in major global organisations, from the World Sustainable Hospitality Alliance to the World Experience Organization. “We actively participate in speaking engagements to share our expertise and dedicate a portion of our time to pro bono clients where we can make a meaningful impact,” says Debbie.

FINN Partners is also developing proprietary tools like SustainImpact, a suite of diagnostic services designed to help businesses refine and strengthen their sustainability strategies. Its mission is to ensure that more than selling destinations, travel marketing is about driving meaningful impact.

In a world where attention is fleeting, the brands that stand out are the ones that tell compelling, authentic stories. FINN Partners is helping businesses communicate and connect, inspire, and make a difference. For SMEs, the future of travel belongs to those who embrace change, leverage their uniqueness, and tell their stories with purpose.

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