The body content of your post goes here. To edit this text, click on it and delete this default text and start typing your own or paste your own from a different soFrom cutting-edge travel tech platforms and trusted protection schemes to specialist tour operators and consortia leading the way in their markets, this industry is full of stories worth shouting about.
And yet, many of the most brilliant businesses in the travel trade are still struggling with one key challenge: exposure.
They have the product. They have the credibility. What they don't have is the visibility, the positioning or the consistent industry presence that gets them into the right conversations, in front of the right people.
At The Travel Vox, we see this all the time.
You might be:
- Securing high-value partnerships and delivering exceptional results, yet still flying under the radar when it comes to media coverage.
- Building world-class tools that only a fraction of the industry knows about.
- Shaping conversations behind closed doors but not being recognised as a thought leader.
So, what can you do if you’re brilliant at what you do – but not enough people are seeing it?
1. Start with clarity
It all begins with your message.
Take a step back and ask yourself:
- Can I explain what we do in one sentence?
- Would someone outside my business immediately understand our value?
- Are our strengths obvious and compelling, or buried in technicalities and jargon?
Clarity builds confidence, both internally and externally. It shapes how your team talks about the business, how your customers understand you, and how journalists, partners and peers engage with what you do.
At The Travel Vox, we help our clients tighten and sharpen their messaging so it's not just accurate—it's powerful. We identify the hooks, the headlines, the human stories, and the industry insights that create impact.
2. Define your audience and objectives
Too often, businesses know they want "more exposure" but haven’t defined what success actually looks like. Exposure for the sake of it isn’t the goal.
Ask yourself:
- Who do we want to influence? Buyers? Partners? Investors? Media?
- Where do they go for information?
- What do we want them to know, believe, or do as a result of seeing us?
Clear objectives help shape the right PR strategy. A travel tech provider breaking into the UK needs something very different to a protection scheme trying to build consumer confidence. We work with clients to tailor the entire communications plan around who they want to reach and what they want to achieve.
3. Show up consistently
PR is not a one-hit wonder. Visibility is built over time through consistent presence, positioning and participation.
That means:
- Being quoted in key trade publications
- Contributing op-eds and expert insight pieces
- Speaking at events and taking part in panel discussions
- Hosting or attending industry roundtables
- Sharing news and thought leadership on LinkedIn and other owned channels
If you're only visible when you have something to sell, you're missing the chance to build trust before you're needed. We help our clients become familiar, credible voices in the industry, long before the pitch.
4. Own your expertise
If you're a travel trade business doing great work, you're sitting on more insight than you probably realise. That insight is gold.
We help clients transform their expertise into content that builds authority:
- Insight-driven articles
- Commentary on industry developments
- Reports or whitepapers
- Tips, trends and tactical advice
This kind of content doesn't just fill a blog. It fuels media outreach, social content, event speaking, and wider campaigns that keep your voice relevant.
5. Build the right media relationships
One of the most overlooked aspects of PR is that it's not just about blasting press releases. It's about relationships.
At The Travel Vox, we maintain long-standing relationships with the most relevant editors, journalists, and content leads across the travel trade press. We know what they need, how they work, and how to pitch stories they actually want to run.
We also know the difference between a story and a sales pitch. We help clients build trust with the media, so when you do have news, the door is already open.
6. Invest in your reputation
Reputation is a long game. If you're serious about becoming a recognised, respected, and sought-after name in the travel trade, you need to treat PR as a core part of your business strategy—not a nice-to-have.
That might mean:
- Creating a rolling PR plan with regular campaign moments
- Setting clear KPIs for coverage, engagement, and reach
- Allocating budget to make sure the work gets done
We act as an extension of your team, keeping the momentum going even when you're busy delivering the work. Because that's often when PR matters most.
What makes The Travel Vox different?
We only work with travel trade businesses. That gives us:
- Deep insight into the industry landscape
- Instant understanding of your business model and challenges
- The ability to translate complexity into clarity
- A focused, no-fluff approach to building influence where it counts
Whether you're a fast-growing travel tech company, a long-established DMC, a trade body, or a niche operator with a unique story to tell, we help you get seen, get heard, and get ahead.
Final word: Be bold, be visible
If you’re doing good work but staying quiet, someone else will fill the space. The businesses that win in this industry aren't just the best at what they do—they're the ones who make sure people know it.
One of our Strategic Roadmap sessions could be a great place to start. These one-day sessions are designed to give you a fresh perspective, clarity of message, and a sharper communications strategy—often in just a few hours. Sometimes all it takes is an outside view, a strategic reset, and the right questions to unlock the direction you’ve been looking for.
We're here to help you do exactly that.
Let’s turn your brilliance into influence.. The businesses that win in this industry aren't just the best at what they do—they're the ones who make sure people know it.
We're here to help you do exactly that.
Let’s turn your brilliance into influence. Contact our expert team for a chat.
