Llama's 2025: Strategy remains King.
As 2025 closes its chapter, we at Llama find ourselves reflecting not just on the past twelve months, but on what it means to enter our third year of business. In an industry that constantly pivots, hitting that three-year mark feels significant—a sign that our foundational belief in the power of clear strategy.
The truth about the third year is this: the initial, adrenaline-fueled novelty has worn off. This is the year where you stop chasing shiny objects and double down on your core purpose. You’ve learned what truly moves the needle, and for us, that meant an even fiercer commitment to helping brands and destinations create and execute within a clear framework.
We’re frank about this: we continue to see that the brands with clarity on why they exist and where they are heading simply do a whole lot better. Our mission, therefore, continues to be to ensure everyone is clear about that final destination, and that all the great work being done, actually ladders up to that overarching business goal.
Spotlight on Strategy and Client Success
2025 was defined by the incredible variety and quality of the strategic challenges our clients brought us. It’s genuinely inspiring to work with partners who are brave enough to ask the big questions.
A major highlight was seeing clients embark on exciting new chapters. We continue to work closely with Advantage Travel Partnership, supporting them as they unveiled their bold new brand positioning—a testament to their foresight and commitment to future-proofing their value proposition.
We also navigated new growth territories, celebrating the success of Secret Trips, who deservedly won the Best Owned Media Award for their outstanding Website and Magazine content at the Travel Marketing Awards. Their growth is a clear reflection of a strategy built on powerful, resonant storytelling.
And our work with Visit Jersey enters an exciting new phase at the end of this year, focusing on building clarity for sustained growth, which culminated in the launch of a new brand positioning just last week.
These successes underscore our philosophy: the most creative and impactful work is born from a robust, well-defined strategy.
New Partners and Expanding Networks
This year also saw us significantly expand our presence and influence through collaborative initiatives. We were thrilled to launch Marketing Huddles with The Telegraph Media Group, starting with an inaugural launch huddle and then drilling down into sector-specific focuses on aviation and cruise. These events are vital for bringing together the sharpest minds to candidly discuss the complex strategic challenges facing the travel industry.
Finally, the expansion of TraMP (Travel Marketing Professionals) took a major step forward as we worked even closer with the CIM Travel Group. Our involvement in the Travel Marketing Awards continues to be a point of pride. Seeing the awards grow again in both attendees and entrants is brilliant; it signals a healthy, competitive, and innovative sector.
We are incredibly excited about the new events we’ll be announcing for 2026, which will further cement TraMP’s role as the essential networking and professional development group for the industry’s marketing thinkers.
The Road Ahead.
As we look to 2026, we’re ready to help even more brands stop asking "What should we do next?" and start asking the fundamental question: "Where are we truly going, and is everything we are doing aligned to get us there?
