ITTN caught up with travel tech trailblazer Sally Bunnell, FOUNDER and CEO of leading video booking travel tech app NaviSavi, which is urging tourism organisations to rethink their digital marketing strategies by focusing on local content and giving back to the communities in which they operate.
In an industry where ethical tech practices are often overlooked, NaviSavi is stepping up to support local economies through its innovative app technology.
As the tourism sector evolves towards more environmentally and community-conscious practices, NaviSavi is leading the charge by combining authentic, unedited user and business-generated content with a mission to support local communities and promote sustainable tourism.
NaviSavi’s B2C app is also providing B2B video libraries and an interactive feed, allowing users to browse destinations, sample experiences, and plan their trips. By focusing on shorter supply chains and a circular economic model, NaviSavi aims to transform how travellers discover and experience destinations.
The app ensures that the first step of any journey feels more like an adventure than homework, thanks to its strictly authentic content. With 4,000 app users, many of whom are local content creators, and a library of 100,000 videos a new digital marketing approach has been created.
A seasoned traveller with experiences in 113 countries, Sally was inspired to create NaviSavi after noticing the discrepancies between advertised travel experiences and reality.
With over 15 years as a Senior Vice President at a record label and more than 1 billion cumulative YouTube views for her directed and produced content, Sally has a proven track record in creating and marketing short-form video content for Millennials, Gen X, and Gen Z.
The visionary behind NaviSavi, brings a wealth of experience and passion to the company.
Recognised as one of the Top 12 TechStars for under-represented (a distinction awarded to only 2% of applicants) and listed among ASTA Top 6 Entrepreneurs of the Year, she is a trailblazer in the travel tech industry.
Named one of the “Young Industry Leaders in Travel” on Phocuswright’s annual Top 30 List, Sally frequently speaks on industry panels about topics such as short-form UGC video, remote work, and solo female travel. Her leadership continues to drive NaviSavi’s mission to revolutionise travel content and booking experiences.
Can you tell us about the product in simple terms?
“NaviSavi is a short-form video platform that’s changing how travel businesses engage with their customers. We provide companies with instant access to authentic, user-generated travel videos that inspire and convert. Instead of spending time and money creating content or negotiating with influencers, businesses can tap into our library of 125,000 geolocated videos from over 180 countries—uploaded by real travellers.
“These videos don’t just look great; they perform better too. Our content drives 4x more click-throughs than professional videos and cuts customer acquisition costs in half. It’s an easy, affordable way for businesses to use authentic content that resonates with their audience and boosts sales. And for travellers and creators, NaviSavi is a platform to share their experiences, earn money, and plan and book their travels in a single platform.”
Is it affordable / accessible to small business owners?
“Yes, NaviSavi is very affordable and accessible for small businesses. Our video clips start at just $20, with flexible pricing options, including monthly subscriptions starting at $500 for 30 clips, for those looking to drive sales and boost their online presence. Through our self-serving content licensing portal, businesses can instantly download geolocated videos, making it easy to access high-quality content without the hefty costs of traditional production.
“Small business owners can also promote their services for free on our platform by contributing videos, reaching a wider audience at no extra cost. NaviSavi offers various business packages, allowing small businesses to use the app for video submissions, marketing purposes, holiday bookings, in-app advertising, and even personalised content creator services to fit their unique needs.”
Is it raw content or finished product that can be accessed? Or both?
“NaviSavi offers both raw and finished content. Our platform primarily provides access to raw, unedited, user-generated content (UGC) that’s highly geo-located and themed, giving businesses authentic footage ready to use. For example, we’ve handled briefs from tour operators who needed video assets for 50 individual hotels in one city, while combining our library’s assets, to deliver a total of 350 videos.
“For brands looking for more refined content, we also offer a full production package. Customers can request bespoke campaigns created by our network of 5000 users to meet specific needs, ensuring you get exactly the content you’re looking for, whether it’s raw authenticity or a polished final product.”
It says it’s bookable videos—who is the trip bookable with? Is it an affiliate link on your side or does the user add their affiliate link?
“For our travellers (B2C), NaviSavi functions as a video-based OTA, allowing travellers to book trips directly through the videos featured on our platform. This includes inventory like flights, cruises, and tours, even those not showcased in our video library. Businesses can easily become part of our booking system by submitting their listings and a few videos, and we offer lower commission rates than other major platforms.
“We also partner with major online travel companies like Booking.com to provide additional booking options that aren’t available directly through our system.
“For our business customers (B2B), NaviSavi provides flexibility with booking links. Businesses licensing our videos can either remove the booking links, white-label our embedded links to align with their branding, or use NaviSavi’s integrated booking system. This gives businesses complete control to offer seamless, customised bookings directly from the videos.”
With stats like 60% of people now being influenced to book based on what they see on social media, do you see this model as the future of travel booking patterns?
“Absolutely. With 60% of people now influenced by what they see on social media when making travel decisions, this model represents the future of travel booking. Younger, tech-savvy audiences like Millennials, Gen Z, and Gen Alpha are gaining disposable income, and they trust authentic, user-generated content (UGC) far more than traditional marketing.
“NaviSavi stands out by offering travellers a true ‘first-person perspective’ through unedited, real travel videos. This shift in consumer behaviour, towards trusting what they see from their peers, positions NaviSavi as a leader in shaping the evolution of how travel is discovered and booked.”
