They Loved Your Pitch. So Why Did the Travel Brand Say No?

What creators should know about timing, approvals, decision-makers and the surprisingly complicated machinery behind a travel partnership.

I was nodding along the whole time Martinique Lewis was speaking at TBEX recently.

One of the things that stuck with me was the importance of treating your work as a creator like a business. Because there is also a business operating on the other side of every pitch you send.

And that side can be surprisingly complicated.

I've spent more than 17 years working in travel PR and marketing, both in-house and agency-side, and today I advise travel brands while also working as a travel advisor and creator myself. I've been on pretty much every side of this conversation.

I've also been on the receiving end of some really great pitches.

Smart concept. Beautiful media kit. Thoughtful connection to the brand. Clear deliverables. The creator has done their homework, and I genuinely think, This could be really good.

And sometimes I still have to say no.

Or, perhaps even more frustratingly: maybe.

There's a significant gap between what creators see when they pitch a travel brand and what may actually be happening behind the scenes.

Understanding some of that machinery can make you much better at getting to yes.

It can also help you recognize when "no" really means "not this way, not right now."

A great idea is only one piece of the decision.

When I receive a partnership proposal, I'm evaluating the creator and the concept. But depending on the client, there could be a dozen other questions happening behind the scenes.

Is there budget?

Whose budget would this actually come from?

Is this PR, marketing, social, affiliate or e-commerce?

Has this year's creator budget already been allocated?

Is the timing right?

Does someone else need to approve it?

Is the person you're pitching even the person who can say yes?

The person reading your email may absolutely love your idea and still need to get five other people to love it too.

Know what you're actually asking for.

Pure editorial and a paid creator activation are not the same request.

If you're a journalist traveling on assignment, that's generally a media request.

If you're asking for hosted accommodations in exchange for social coverage, we're moving into creator/influencer territory.

If you're proposing guaranteed content, licensing, affiliate links, advertising, dedicated posts or a package of deliverables for a fee, that's increasingly a marketing activation.

Inside some companies, those requests may be handled by completely different people, departments or even agencies.

At smaller companies, I might advise across all of them.

At a larger organization, the publicist you're emailing may genuinely think you're fantastic but have absolutely no authority over the budget or partnership you're asking for.

That distinction matters.

Find the person who can actually say yes.

Here's another wrinkle creators don't always see: the agency representing a brand may not represent everything.

An agency might handle the U.S. but not Europe. Or North America but not another market.

They may handle traditional media relations but not influencer partnerships. Another agency could oversee social. Affiliate may sit with e-commerce. Paid creator partnerships could be controlled by an internal marketing team.

So before interpreting a "no" as this brand isn't interested, figure out whether you're actually talking to the person who can make the decision you're asking them to make.

And if you don't know, ask.

Is this something you handle, or is there someone else on the team I should speak with?

That's a completely reasonable professional question.

This is also why your professional community matters.

Ask your peers.

Go to industry events.

Build relationships with publicists before you need something from them.

Participate in creator communities. Pay attention when someone changes agencies or moves in-house. Follow the people doing interesting work in your corner of the industry.

The goal isn't to collect contacts so you can extract something from them later.

It's to become part of the community and its mindshare.

Because sometimes you need to be able to text someone and ask:

Who actually handles creator partnerships for this brand?

Have you worked with this hotel before?

Does their U.S. agency handle paid partnerships or just editorial?

I'm getting sent in circles. Does anyone know the right person?

Someone in your network may save you three weeks of emailing the wrong inbox.

And someday, you'll be the person who knows the answer for them.

That's one of the reasons I continue to prioritize professional events like TBEX after nearly two decades in this industry. Of course there are panels, appointments and formal networking. But some of the most valuable information comes from the conversations happening in the hallway, over coffee or at dinner.

Relationships don't just create opportunities. They help you understand where the opportunities actually live.

Make it easier for someone to find a version of "yes."

This is where a little flexibility can completely change the conversation.

Instead of sending a proposal as a take-it-or-leave-it transaction, give the person you're pitching something to work with.

I have flexibility on dates if another time of year is easier.

If the full partnership isn't possible, I'm happy to discuss what might work.

I realize this may require approval from another department. I'm happy to speak with whoever handles paid partnerships.

If this needs to fall into next year's budget, my timing is flexible.

Those sentences tell me something beyond your follower count.

They tell me you understand how business works.

And please don't lead with a blanket, What's your budget?

Companies don't generally hand someone they just met a number and invite them to spend it.

Come with an idea. Explain what you're proposing. Show what you bring to the table. Give them an understanding of what you're requesting.

Then have a conversation.

Give people enough time.

This is another part of the process creators don't always see.

I can send an excellent proposal to a client immediately.

The client may need to discuss it internally.

Someone else may need to bring it to leadership.

Marketing may need to confirm budget.

Another department may need to weigh in.

And the one person who needs to sign off might currently have an out-of-office message on.

Meanwhile, you're thinking: Why are they ghosting me?

Actual ghosting isn't professional. A quick "we're still working on it" takes very little effort.

But if you're asking a company to make a meaningful investment, build decision-making time into your pitch.

Better yet, ask:

What's your typical approval process for something like this?

Is there a timeline I should be aware of?

Understanding the process gives you far more useful information than assuming silence means rejection.

The bigger the ask, the more you need to prove.

If we've never worked together and you're asking a brand to invest significantly in you or your idea, you're asking them to make a bet.

Make the bet feel intelligent.

Show previous partnerships.

Show what you produced.

Show audience engagement, not just audience size.

Show results when you have them.

Show that people trust your recommendations.

And present yourself professionally.

A clear email, thoughtful proposal, strong media kit, functioning website and genuine understanding of the brand all make a difference.

So does your reputation.

Because the first partnership isn't really the goal.

The second one is.

"No" is information.

If you genuinely want to work with a brand, don't automatically treat a decline as the end of the relationship.

Sometimes the timing is wrong.

Sometimes the budget is already committed.

Sometimes you're talking to the wrong department.

Sometimes the company has completely different priorities at that moment.

Sometimes they like you but need to see more.

And sometimes, yes, you're simply not the right fit.

There can be enormous value in responding:

Totally understand. Is it timing, budget or fit? I'd love to keep you in mind for something that aligns better down the road.

Now you've opened a conversation instead of ending a relationship.

Because one of the most important things I've learned from sitting on this side of the inbox is this:

Most good PR people want to find a way to say yes.

Give us something we can work with.

Do your homework. Understand what you're asking for. Find the right decision-maker. Build flexibility into your proposal. Give people time. Be part of the professional community around you.

And recognize that there may be ten decisions happening behind the one email you receive.

If the answer is still no?

Be someone we're excited to call when the answer can be yes.