Pensara: Crafting purposeful stories that shape travel marketing

In an age of endless scrolling, where stunning travel imagery floods our feeds, what truly makes us stop, think, and engage? That was the question that fuelled the creation of Pensara, a travel and tourism marketing agency that has set itself apart not just through creativity but by infusing purpose and strategic thinking into every piece of content. Founded with the vision of creating content that is both visually striking and deeply impactful, Pensara has grown into a powerhouse in travel marketing.

The birth of a vision

“When we founded Pensara, our vision was to create content with purpose, content that makes people stop, think, and act. The inspiration came from a frustration with the travel marketing landscape, where aesthetic perfection often overshadowed storytelling. The name ‘Pensara’ itself, derived from the Spanish word for ‘he or she will think,’ embodies the agency’s philosophy: content should evoke emotions and leave a lasting impact, not just be another pretty image on a screen,” explains Nick Evans, Managing Partner at Pensara.

From its inception, Pensara has been about striking a balance between creativity and effectiveness, blending storytelling with science. This approach ensures that every campaign doesn’t just look good but drives real outcomes, whether in the form of bookings, loyalty, or engagement.

Though the company started as a social-first agency, it has since evolved into a full-fledged multi-platform storytelling powerhouse, working across broadcast, digital campaigns, brand films, and omni-channel narratives. “However, one thing has remained constant, the commitment to pushing the travel sector forward by championing innovation and smart storytelling,” says Nick.

Breaking the mold: What sets Pensara apart

Standing out in the highly competitive travel marketing space is not easy, but Pensara has managed to do it through a combination of strategy, specialisation, and a deep commitment to quality.

1) Challenging the status quo

With co-founders from different backgrounds, one in marketing and the other in production and the influencer space, Pensara has always questioned outdated marketing processes while retaining those that truly matter. This has allowed them to blend creativity with technology, optimising both their storytelling and operational efficiency.

2) Specialising instead of generalising

While many agencies try to be everything to everyone, Pensara focussed on travel, hospitality, and lifestyle from the outset. This specialisation enabled them to build deep industry expertise and gain a reputation as the go-to agency in this niche.

3) Prioritising sustainable growth

In a world where many businesses chase rapid expansion, Pensara took a quality-first approach, ensuring that every project aligned with their values. They remained selective about partnerships to maintain the high standards their clients had come to expect.

4) Science meets storytelling

Pensara’s ‘science to storytelling’ philosophy ensures that every campaign is backed by strategy, research, and behavioural insights, making their content not just engaging, but also effective.

5) Radical collaboration

Pensara embeds itself into the mission of its clients, fostering long-term partnerships rather than one-off engagements. “A great friend of mine, Dr. Eric Solomon, speaks about the power of radical collaboration, and that philosophy has been hugely influential for us,” Nick shares.

Winning strategies for SMEs in travel marketing

For small and medium-sized enterprises (SMEs) looking to gain visibility in travel marketing, the challenge often lies in competing against bigger brands with larger budgets. But, Pensara believes SMEs have unique advantages that can help them stand out.

1) Collaboration is key

“The travel and tourism sector thrives on partnerships,” Nick emphasises. Collaborating with other businesses, industry stakeholders, and destination marketing organizations (DMOs) extends reach and builds credibility. A powerful example of this is Visit SLO CAL, a destination that successfully embraced collaboration over competition. By bringing local businesses and agencies together, they created a unified brand identity that benefited the entire region.

2) Build strong industry relationships

Travel is an industry driven by people and connections. Attending industry events, engaging in conversations, and leveraging platforms like Together in Travel and Hablo can create opportunities that wouldn’t be possible through advertising alone.

3) Authenticity over budget

“You don’t need the biggest budget to stand out,” Nick advises. Instead, businesses should focus on telling a clear, compelling story and staying consistent in their messaging. Authenticity resonates far more than expensive marketing campaigns.

Helping small businesses thrive

From mentorship and open conversations to participating in industry panels and providing guidance to emerging businesses, Pensara believes in paying forward the support they once received. They also stress that supporting small businesses is about preserving the unique, local essence that makes travel special.

“The Travel & Tourism sector is built on people and places, and supporting the small businesses that make destinations special feels like a privilege,” Nick says.

For SMEs eyeing global markets, the two biggest challenges are reach and cultural understanding.

• Leverage Partnerships for international reach: When paid media budgets are limited, SMEs can participate in cooperative campaigns led by DMOs, which help them access international audiences they wouldn’t be able to reach alone.

• Data-driven marketing: Many SMEs assume that what works for their domestic audience will work internationally. However, regional preferences vary greatly. Leveraging traveller behaviour studies, market reports, and trend analysis can help businesses tailor their messaging effectively.

• Embrace AI and translation tools: With AI-powered translation tools evolving rapidly, language barriers no longer need to be a roadblock. While human nuance remains essential, AI can make content more accessible across global markets.

To truly connect with international travellers, cultural sensitivity is non-negotiable. Pensara encourages businesses to:

• Listen and learn about different cultures before marketing to them.

• Stay flexible and human in their branding, rather than relying on rigid playbooks.

• Engage with local voices to ensure content feels authentic and respectful.

“In the travel sector, we are surrounded by diverse voices and perspectives every day. That diversity is a gift—lean into it,” says Nick.

For businesses looking to attract travellers beyond their home markets, Pensara distills its advice into four key steps:

1) Identify the right markets – Not every international audience is a fit. Focus on the markets with the strongest potential.

2) Understand your audience deeply – Go beyond demographics. Learn about their travel habits, values, and desires.

3) Clarify your unique selling proposition – What makes your brand special? Ensure your messaging reflects this consistently.

4) Refine and adapt – International marketing is an evolving process. Use data, feedback, and testing to adjust your strategy continuously.

“You don’t need to be the biggest brand to make an impact globally. You just need to know who you are and tell your story well,” says Nick.

Pensara’s journey proves that success in travel marketing is about impact. In a world overwhelmed with content, only those who tell authentic, strategic, and emotionally resonant stories will truly connect with audiences.  

For SMEs, the takeaway is that success is about carving a space that is uniquely yours, built on collaboration, strategy, and purpose. Because at the end of the day, travel is about the stories that make us stop, think, and feel. And those who master that storytelling will lead the future of travel marketing.

‍