Sarah Mackenzie | Travel Massive

About me

Hi, I'm Sarah.

I'm a travel marketer, content creator and Head of Content for Allera Marketing, a specialist marketing agency working with hotels, destinations and tourism businesses across Scotland and beyond.

My day-to-day work focuses on helping hospitality brands tell better stories online, from social media and content marketing to PR and SEO. One of the projects I'm particularly proud of is our work with Loch Melfort Hotel in Argyll, which has been recognised as part of VisitScotland's social media best practice case studies.

Alongside my agency work, I create travel content through my own channels, including SarahScotland and MyVeggieTravels, where I share destination guides, hidden gems, food experiences and travel inspiration. My content has evolved from a personal passion for 'off-the-beaten-track' and foodie travel into a monetised platform reaching travellers across TikTok and social media.

Having visited more than 40 countries, I'm especially interested in authentic local experiences, lesser-known destinations, sustainable tourism and the stories that connect people with places.

Always happy to connect with fellow travel professionals, creators, tourism businesses and destination marketers.

Why did you join the community?

Q&A

I'm looking to connect with other people working across the travel industry, from creators and marketers to tourism organisations and hospitality businesses. Travel is constantly evolving, and I enjoy learning how others are approaching content, destination marketing and visitor engagement. I'm also always interested in sharing ideas, building new connections and supporting the wider travel community.

What is your favorite travel destination?

Q&A

Cusco, Peru, was one of my all time favourite spots. The history, teamed with the local culture, kept me busy for weeks.

Where do you dream of traveling to?

Q&A

Japan and Yunnan, China are both big locations on my list.

What was your first travel job?

Q&A

Working for a Thai travel agency, selling tours, transfers, hotel bookings and providing recommendations.

What do you want to learn more about?

Q&A

I'm keen to connect with SEO and content professionals who are actively exploring the impact of AI on search.
Much of my recent work has focused on GEO for tourism and hospitality brands, and I'm particularly interested in learning how others are adapting their strategies for AI-powered search, recommendation engines and large language models.
I'd love to hear what's working, what isn't, and how people are measuring success in what is still a rapidly changing space.