Creating impactful marketing that turns interest into action is no easy feat. At this year’s British Tourism & Travel Show, Catherine Warrilow, Founder of The Plot, will be sharing her expertise in the session, ‘Trigger Thinking: Shut Up and Take My Money’ on Wednesday 19 March, 12:45 – 1:10pm in the Keynote Theatre.
We caught up with Catherine to learn more about her insights on brand strategy, the travel industry, and what attendees can gain from her talk.
Introducing Catherine Warrilow
Catherine is a brand strategist specialising in travel, tourism, and experiences. With years of experience helping attractions, destinations, and travel tech brands stand out and create growth, Catherine is known for sorting out the messy middle between what businesses do and what their customers actually want. From TripAdvisor to Eureka!, Sykes Cottages to Hard Rock, Catherine is recognised for blending psychology with creativity and teaching brands how to unlock the hidden triggers that drive action.
Can you tell us more about your business and what it does?
“I write brand strategies for visitor attractions, experiences, days out, destinations, and travel tech brands. I help businesses figure out the messy middle bit between what they do and what their customer actually wants.”
What are the most rewarding and challenging aspects of your job?
“The most rewarding is delivering workshops for teams and seeing those ‘oh my word’ moments when people see an opportunity for the first time or find a new way to connect the dots. And of course, the chance to travel to some incredible cities around the world.
“The challenges are probably the speed at which opportunities ebb and flow. You’ve got to be permanently motivated by and engaged with changing consumer trends, limitations, and opportunities.”
What’s the best advice you’ve received, and what’s your biggest takeaway from this year?
“I’ve been lucky to have some extraordinary mentors over the years, and I’ve learned so much about coaching and encouraging people to think beyond the norms. The best piece of advice has probably been based on the hero, villain, guide methodology – the customer is always the hero, you are always the guide, and the villain is anything that comes between the two.
As for my biggest takeaway? That British tourism has really bounced into 2025, despite challenges – people are eagerly seeking out brand new experiences, and brands are delivering the most imaginative solutions.”
What are you most looking forward to discovering or experiencing at BTTS 2025?
“New developments in immersive experiences, especially around making art accessible. Also, shining a light on lesser-known destinations and meeting new connections.”
Why do you think BTTS is a must-attend event for those who organise group travel?
“The strength of its reputation is driven by the type of people who attend. The event provides huge value – people come well-prepared and ready to make invaluable new relationships and partnerships.”
What can visitors expect to learn or experience from your session that will benefit their business or organisation?
“I’m going to give people a totally different perspective on how and why people buy – and why they don’t. It will change how you look at B2C (and B2B) communications entirely – shifting it from an internally focused exercise to one that is wholly consumer-facing.”
Based on your area of expertise, what advice would you give tour operators and group travel organisers to benefit their businesses or organisations?
“Talk to your customer more. Ask them questions that will help you reach and engage people more authentically.”
What are the biggest challenges and opportunities for the group tourism industry today?
“Spending habits continue to fluctuate, so presenting the value you offer in a quick and engaging way is incredibly important.
“The biggest opportunities are revisiting holiday styles that we’ve lost touch with – like rail holidays.”
What do you see as key tourism trends for 2025 and beyond?
“They change so fast and vary so much across different demographics. I think people are keen to explore the UK more, weather depending! Also, as the blur between work and life continues, we’ll see more collaborative, purpose-driven breaks integrating with work life.”
“How do we showcase a distinct personality and still remain professional? “It’s about knowing who you are, what you stand for, and how you communicate. Personality should feel like a natural extension of your brand – not a forced attempt to be ‘fun.’ When it’s rooted in authenticity, professionalism and personality go hand in hand.”
Catherine’s session will provide actionable strategies and relatable examples to inspire fresh approaches to marketing. Get ready to rethink your brand strategy and spark those irresistible ‘I need to go there’ moments. You can view the full programme here.
Register for free to join the conversation on 19 March at 12:45pm, and gain valuable takeaways to drive action in your marketing strategy.
