Earning Priority: The Critical Role of Messaging for B2B Travel Tech

Innovation alone is no longer enough in the crowded landscape of B2B travel technology. Even the most groundbreaking solutions can struggle to gain traction if they don’t make it to the top of decision-makers’ priorities.

“Honestly, there’s no one in the market with a solution like ours. We are the only company addressing the industry’s challenges in our unique way, so we really don’t have any direct competitors.”

Does this sound familiar?

We hear this from B2B tech companies, often followed by, “But we’re not generating the leads or seeing the interest we expected.”

The real competition isn’t just about who has the most advanced technology—it’s about earning a place in your buyer's mind, standing out amidst competing demands, and getting your message across in a way that cuts through the noise.

If your company believes it has no competitors, think again. Today, you’re not just competing against similar technologies. You’re battling for attention, budget, and urgency within your customer’s organization—which today requires more than a great product. It needs compelling, clear, and targeted messaging that resonates with decision-makers, showing them why they can’t afford to wait.

The Battle for Buyer Attention

 First, B2B travel tech companies must discard the idea that they have no competitors. No company operates without some form of competition.

Airlines, for instance, might assume that being the sole carrier flying to a destination gives them an uncontested space. But they still compete for passengers’ disposable income, whether against a new sofa, a TV, or even nights out with friends.

This is even more evident in the businesses that serve airlines—travel technology providers. Like airlines with exclusive routes, these companies may not face a direct competitor with the same offering. Instead, they compete for a slice of an airline’s technology budget or priority within that budget. Upgrading an existing platform might “crowd out” a truly innovative solution simply because it holds more immediate appeal.

Prioritizing What Matters: Urgency and Impact

Strong messaging and a well-planned communications strategy can shift decision-makers prioritization of technology solutions. Effective messaging highlights the tangible impact of a solution and stresses the urgency of adopting it, typically by detailing the scale of the challenge it solves. A solid communications strategy ensures that the message reaches the right decision-makers.

This is easier said than done. Shaping a solution’s perceived impact and urgency is possible but requires a rare combination of skills. Those skilled in communication often lack the specialized knowledge or authority to impress and influence the target audience.

Similarly, internal teams may struggle to understand how various stakeholders think, let alone translate solution benefits into language that resonates with each group. Even if a company assembles a team with the right expertise, it often lacks the resources to create and distribute content that serves two purposes: it reaches the target audience and resonates with them.

In other words, the people best suited to developing cutting-edge solutions aren’t usually best equipped to craft the right message, produce high-quality content, and deliver it effectively.

Partnering with Industry Experts

This is where specialized agencies like THINKINK come in. For over 20 years, we’ve helped travel technology companies enhance their visibility and build stronger messaging by understanding how their solutions impact their target audiences. We also focus on the specific challenges and priorities of decision-makers within those organizations.

With deep media and industry relationships, we ensure that our clients’ messages resonate, creating content that both educates and influences.

In the fierce competition for priority, the right message isn’t just an advantage—it’s the difference between being noticed and overlooked. Partnering with experts who know how to position your innovation ensures you don’t just compete—you rise to the top, so you’re the first in line for that contract.