Look beyond the idyllic images of deserted beaches, the giddy-in-love honeymooners, the plush hotel suites, and you’ll find a diverse range of audiences, unique strategies to engage with each, and innovative creative solutions — all the thinking that truly drives sales in this ultra-competitive industry. Picture-perfect images are table stakes. The people making these purchasing decisions might be all smiles on their Instagram feeds, but they take their travel plans — whether for pleasure or business — very seriously.