In the travel industry, most storytelling happens before the trip: glossy campaigns, perfectly timed influencer posts, and carefully worded press releases. But there’s a missing piece in most travel PR strategies, what happens after the journey ends?
The truth is, the real story begins once the traveller comes home.
The way someone talks about a destination, in conversations, Instagram captions and Reels, TikTok’s, or shared photos, becomes part of that place’s public narrative. These post-trip stories often carry more weight than any ad or article. They’re personal. Authentic. And they spread.
For any travel PR agency serious about building long-term brand equity, this moment is a missed opportunity. Too often, we focus on pre-trip buzz and ‘in-the-moment’ content, but overlook the most valuable form of publicity: word-of-mouth!
This is where the smartest travel brands are shifting focus. They’re designing more experiences that live on in memory, and making it easy for travellers to share those memories meaningfully. This is modern travel storytelling. And it’s the foundation of truly effective travel PR.
Helping travellers tell better stories, and ensuring those stories align with brand values, is the new frontier. It’s not just about visibility; it’s about resonance.
At Wanderlust Union, we’re a travel PR agency that believes the most powerful campaign doesn’t end at check-out. It lives in the stories your guests tell next.
