Business Travel Show Europe 2025 - a year-round PR and social success story
Business Travel Show Europe is the leading event for the corporate travel industry in Europe. For its 2025 edition, the challenge was to maintain year-round brand presence, increase international media coverage and drive engagement from exhibitors, buyers and media partners in an increasingly competitive events landscape.
Our Approach
Big Top designed and delivered a fully integrated PR and social media campaign. The focus was on collaboration, consistency and creativity:
Year-round presence across LinkedIn and Instagram, blending scheduled content with reactive coverage.
Video-first strategy, building a bank of exhibitor and buyer testimonials with Shoutout Social.
Exhibitor and speaker engagement, spotlighting thought leadership and supporting them to create shareable content.
Buyer insight survey refresh, adding topical questions to spark coverage and qualify Business Travel Show Europe as a trusted source of industry insight.
Media partnership optimisation, ensuring partners had exclusive hooks to drive impact and reach.
Buyer vetting process, ensuring applications were rigorously checked so that the show attracted senior corporate travel decision-makers.
Results
Social media: A balanced campaign of reels, carousels, stories and UGC kept the community active and exhibitors engaged. Many exhibitors arrived at the show with content plans ready, knowing their materials would be picked up and reshared.
PR coverage: We secured high-quality coverage across global and European trade and business titles, including The Telegraph, Business Travel News Europe, Breaking Travel News, PhocusWire, HR Director and M&IT. New European titles such as Voyage D’Affaires, Travel Tomorrow and Travel Talk extended the show’s international profile.
Video content: 31 pre-show videos and quotes were sourced, delivering authentic voices and previews to build anticipation.
Buyer engagement: Over 1,000 buyer applications were vetted, ensuring that supplier visitors were redirected to the paid ticket options - the show continued to attract top-tier corporate buyers from organisations such as Jaguar Land Rover, Technip Energies, Accenture, Visa, British Council, SHELL and many more.
Media attendance: 55 journalists pre-registered, with 34 attending on site, including high-profile travel journalist Simon Calder.
Impact
The integrated campaign ensured Business Travel Show Europe 2025 was seen, heard and shared across multiple channels. From exhibitors reporting stronger social strategies, to media partners extending the show’s share of voice across Europe, the results reinforced Business Travel Show Europe’s position as the must-attend event for corporate travel.
“We came with a full social plan because we knew the show’s social media team would be all over it.”
– Marta Diniz Clemente, Social Media Manager, TravelPerk
“Big Top isn’t a supplier; they’re part of the team! We’ve worked with them for many years and each year they bring the ideas, energy and support to help us reach our goals. Could not recommend them highly enough – they’re superstars!”
– Jonathan Carter-Chapman, Marketing Director, Northstar Travel Group
We’re proud of what we achieved together in 2025, especially following the debut Business Travel Show Asia Pacific - and we can’t wait to do it all again, even bigger and better in 2026! Plus, we’ll be at Business Travel Show America in October – can't wait!