In a world of endless options and shrinking attention spans, the travel brands that win are those that make people feel something. Claire Robinson, Creative Director at Mirror Mirror Creative, will show how emotional storytelling consistently outperforms logic-heavy messaging.
Why emotional marketing matters
Facts don’t drive decisions – feelings do. IPA research shows that emotional campaigns and marketing generate double the business impact of logic-heavy messaging. For travel brands, this means the key to unlocking desire, trust, and loyalty lies in emotional resonance over functional features.
Claire’s session will explore how travel brands can market in a way that reflects the real needs and motivations of customers, sharing real insights, examples, and practical tools to craft marketing that makes people feel something. Attendees will gain tools to drive more bookings, build loyalty, and turn passengers into passionate advocates in an experience-first economy.
Introducing Claire Robinson
Claire is a multi-award-winning copywriter, creative and travel content creator. With over 20 years’ experience in creative agencies serving hospitality, FMCG, fashion and not-for-profit brands, she’s helped some of the UK’s leading names create impactful multi-channel marketing and campaigns that move people to book.
Now as co-founder and Creative Director of Mirror Mirror – a boutique hospitality marketing agency – she’s helping independent businesses in the sector sharpen their online and offline communications, so that they don’t pour precious budget down the drain on ineffective activity.
Can you tell us more about your business and what it does?
Claire: “We’re a ‘micro’ creative agency that turns strategic intelligence into creative magic to give brands staying power. Our work persuades, encourages and motivates people to book a room, reserve a table, buy a ticket and order another.”
What are the most rewarding and challenging aspects of your job?
Claire: “Most rewarding is two-fold: first, seeing our client light up when we give them a creative idea that really captures the magic of their business, and the second is when the work is out there in the world, bringing in tangible results!”
What’s the best advice you’ve been given, and what’s your key takeaway of the year so far?
Claire: “The best advice I’ve been given? Write hot, edit cold!
With the rise of AI, it’s now more important than ever to show the imperfect, human-side of your brand!”
What are you most looking forward to at BTTS 2026, and why do you think it’s a must-attend event for those who organise group travel?
Claire: “Hearing from industry specialists and seeing the exciting new developments and offerings in group travel. The sheer size of the event means you’re sure to find something or meet someone who be a positive influence on your business.”
What can visitors expect to learn from your session, and what advice would you give tour operators and group travel organisers?
Claire: “Visitors will learn how to use emotion in your marketing and advertising to leapfrog the competition. My advice would be, firstly, have a human, credible ‘reason for being’ at the heart of your brand – aka: a brand story. Secondly, do not rely on AI to tell this story or come up with this story for you.”
What are the biggest challenges and opportunities facing the group tourism industry today?
Claire: “In a world where there is SO much choice for consumers, you really have to provide emotional value to people and make yourself meaningful in their lives if you want to be the first choice.
Travellers increasingly want meaningful shared experiences, not just sightseeing. So, there’s a real opportunity for the industry to add more niche and small-scale tours that focus on connections to satisfy this. Also, sustainability is a must to lean into.”
What do you see as key tourism trends for 2026 and beyond?
Claire: “The key one I think will be anti-digital: so travel and experiences that keep you off your phone and travel that connects you to your ancestry and roots (as a way of grounding in an always-on world).”
How do you create a brand that people choose instinctively?
Claire: “You focus on the brain that decides, not the one that explains.”
Make your marketing more emotional at BTTS 2026
Claire’s session on emotional storytelling will provide practical insights that can help travel businesses drive more bookings and build customer loyalty. While you’re there, explore over 200 exhibitors showcasing destinations, attractions, accommodation, and tourism services to discover new products, find inspiration for group tours, and build valuable connections.
Don’t miss the chance to hear from Claire and other industry experts at BTTS 2026 on 19 March at NEC Birmingham. Register for free today and discover how to make your marketing more impactful.