Business Travel Show Europe: turning an industry event into a year-round conversation
We’ve handled the PR and communications for Business Travel Show Europe for over 20 years. We know the show, its audience and the corporate travel industry inside out.
But knowing a client well doesn’t mean rolling out the same campaign every year. Quite the opposite. Our job is to keep finding new stories, new voices and new ways to make Europe’s leading corporate travel event feel relevant.
For 2026, we wanted to grow the show’s visibility across multiple audiences while turning two days at ExceL London into a conversation that could begin months beforehand - and continue long after the doors closed.
What we did
We built one connected PR and social campaign combining:
Proprietary buyer research and news-led PR
Expert commentary from corporate travel buyers
Thought leadership, innovation and industry insight
Pre-planned social interviews with buyers, exhibitors and speakers
Agile, people-led content produced live from the show
Reactive Reels tapping into topical moments, from the (boiling hot!) weather, to transport disruption to the World Cup
We evolved the show’s annual buyer survey to reflect the wider news agenda, uncovering enough compelling stories to create six press releases - twice the number originally planned.
We also put more corporate travel buyers at the heart of the campaign, using their expertise in interviews, media content and commentary. This didn’t just generate coverage; it showed that Business Travel Show Europe is where the industry’s most knowledgeable and influential people come together.
The results
Without increasing the budget from the previous year, our campaign delivered significant year-on-year growth across both PR and social media:
202 pieces of media coverage - up 8% on 2025
406 million potential PR reach
129,200 hours of earned audience attention
£3.1 million online Attention Cost Estimate
54,097 LinkedIn impressions - up 48.7%
Instagram engagement up 76%
Follower growth of 20.1% across LinkedIn and Instagram
Overall social engagement up 34.8%
Organic LinkedIn impressions 153.5% higher than sponsored activity
But some of the campaign’s most valuable content hasn’t finished working yet.
Across two very busy show days, our five-person team filmed and transcribed 37 testimonials from the people who make the event what it is. That gives us a bank of genuine advocacy to use throughout the year - extending the value of the 2026 show while already building excitement for 2027.
Twenty-three years into our relationship with Business Travel Show Europe, we’re not running out of things to say - we’re finding better ways to say them.
