Every year, the Trafalgar Unlocked Awards is an invitation for our past guests from around the world to share moments that moved, delighted or changed them on their travels with us. And each year, our dedicated team of judges battle through tears and laughter to select – from thousands of stories – a handful of winning entrants to join us on a once-in-a-lifetime, winners-only tour. But what exactly makes a Trafalgar Unlocked Awards entry stand out from the crowd?
To find out, we sat down to chat with Jamie Fisher, Head of Marketing & Campaigns for Trafalgar, and one of our Trafalgar Unlocked Awards judges. From what makes a story sparkle to the kinds of photos that really bring a memory to life, Jamie shares his insider tips for crafting an entry that could just unlock your next adventure.
Hi Jamie, give us a brief summary of the Trafalgar Unlocked Awards
“The Trafalgar Unlocked awards is a program that we run for our past guests to submit their favorite memory from a Trafalgar tour, and they have the opportunity to win a place on an exclusive winners-only trip with us.”
The Trafalgar Unlocked Awards are all about celebrating the personal stories that come from exploring the world with us. Whether it’s a magical moment you’ll never forget, a new friendship formed on tour, or a place that touched your heart, it’s these memories that we love to honor — and reward.
What kind of thing are you looking for in entries?
“The best entries are the ones that make us feel something. We like to see guests bringing a personal perspective on a destination or an experience into their story.“
The best entries are the ones that feel genuine and personal. Jamie and the judging panel aren’t looking for “perfect” writing — they’re looking for stories that come from the heart, that capture the spirit of travel and the power of connecting with people and places.
How long should an entry be?
“We have short entries, we have long entries…there is no specific right or wrong in terms of the length of the entry. It’s down to your personal preference. What works best for you when you’re telling us about your moment. So, some people are more visual; they’ll provide rich photos or videos, supporting those with a sentence or two to give them context. And then we also have other guests who provide longer written entries that are in depth, telling us more about their experience. It’s completely down to the individual, and we like to see that individuality.“
You don’t need to write an essay to make an impact. Just tell a vivid, meaningful story through pictures, words (or both!)
What kind of pictures should an entry contain?
“Your Trafalgar Unlocked Awards entry doesn’t necessarily need to be just pictures. We have people that submit vlog style entries, and we also have written entries, and all of those carry their own worth. I think the most important thing is that we are provided with the context behind an image or a video. Often, we will receive an entry where perhaps it isn’t clear what the story is behind the photo. So we like it if we get that written story, even if it’s a sentence or two, that gives us the context – it’s important that we’ve got enough to go on for the judging. So provide us with photos or videos, and think if we have got enough there to really be able to tell what that moment was about for you, and what was unique about it.”
Do the stories need to be really deep or emotional?
“They don’t need to be deep and emotional. It’s important for us that we are able to make a human connection with the guest that’s making the entry. So, when making a submission, it’s great to see some form of human connection in the moment that you’re telling us about. Tell us about how you felt in that moment, or another guest that you’ve met, or someone that you traveled with that you had a moment together with. We’re not necessarily looking for really deep emotional response, but it is good for us feel something and have those human responses as as a judging panel.”
While some winning entries are deeply moving, Jamie says it’s just as powerful to share a lighthearted moment, a funny encounter, or an unexpected adventure. The most important thing is authenticity — telling the story that feels true to you.
Can you think back to any standout entries or winners?
“There was a particular Trafalgar Unlocked Awards entry last year from a past guest of ours called Josephine. When she submitted her entry, she created a video but also provided a text entry that gave context to the video. We don’t get a huge amount of videos, and we do really like to see them because ultimately we get to feel like we’re part of the trip with the guest. What was particularly special about Josephine’s entry was that she told us the pre-trip context as to why she chose her tour with Trafalgar, and why Italy. She was retracing heritage, following her roots from her paternal side of the family, and in doing so she let us into the emotions that she felt on tour. She also told us about how she was recently divorced, and had chosen to take this trip on her own to reconnect with herself – which connected with us as a judging panel. This complimented the video format that she’d submitted, letting us really follow her journey. She told us about the places that were being shown in her video, about why she was traveling with Trafalgar specifically, why she’d chosen the destination she was in, and then how that met her expectations. We got an insight into her emotional response to all of these experiences and the places that she got to visit.“
Hearing about past standout stories is a great reminder that every travel memory — big or small — has the potential to be unforgettable. From surprising acts of kindness to spontaneous adventures, it’s these unique moments that capture the judges’ hearts.
Why is the prize an exclusive winners trip?
“The prize is an exclusive winners trip because we like to take the opportunity to reward those past guests of ours and say thank you for being with Trafalgar. And we also want to provide them the opportunity to connect with each other as brand fans of Trafalgar, as people that are enthusiastic about travel. We love that, and that’s what it’s all about.”
At Trafalgar, travel is more than just visiting a place — it’s about meaningful experiences that stay with you long after you return home. Gifting a trip is our way of saying thank you to our incredible guests who inspire us with their stories year after year.
Finally, is there anything you want to say to upcoming entrants?
“Go with what works for you in terms of the format of your Trafalgar Unlocked Awards entry, providing whatever it is that makes your story unique. Whether that is video, imagery, a long piece of writing, whatever you feel suits you. I think the key is that we have that understanding of what was special for you on your travel moment with us. And I think on top of that, the other thing that is important is to understand why you chose Trafalgar and why you went with guided travel as your travel choice. We want to understand where that decision came from, and what you loved about it.”
If you’re thinking about entering, Jamie’s advice is simple: just go for it! Share your story, be yourself, and don’t overthink it. You never know — the moment that meant the most to you could inspire us all.