Social Media & AI Masterclass with HX Expeditions’ Josh Pizey: Storytelling, Smart Hacks and the Power of AI

Recently , the Expedition Cruise Network hosted a dynamic and thought-provoking Social Media & AI Masterclass with Josh Pizey, Global Head of Social at HX Expeditions.

Josh leads HX’s global social strategy and has spent his career at the intersection of storytelling, brand engagement, and digital innovation. From travel and cruise to FMCG and automotive, he’s seen first-hand how fast the social landscape moves—and how powerful it can be when used strategically.

Winning on Social Doesn’t Mean Being Everywhere

One of Josh’s early messages to attendees was clear: you don’t have to dominate every platform to succeed. Even the biggest travel brands focus their energy where it matters most. “Winning on social isn’t about being everywhere,” he explained. “It’s about being intentional. Identify what you need social to do for your business—and build your strategy around that.”

He also highlighted the importance of clear calls to action at different stages of the customer journey, from sparking inspiration to nurturing leads and driving community engagement.

Stories That Stop the Scroll

Josh described storytelling as the “secret sauce” of social media. Drawing on examples from inside and outside travel, he explained how traditional narratives don’t always work on platforms where attention spans are shrinking.

“You have three seconds to give people a reason to stay,” he said. “That’s how fast Meta measures it. That’s how fast audiences decide.”

Rather than holding the ‘big moment’ for the end, he encouraged travel brands to front-load the story—showing the magic first, then layering in depth.

Rethinking Algorithms and Reach

The conversation also tackled one of the most common frustrations: organic reach. Josh was frank about the challenges, but also optimistic. “The feed isn’t dead,” he said, countering a popular industry myth. “It’s just harder. But there are smart ways to work with it—not against it.”

He teased several clever hacks for increasing visibility, from strategic partnerships and shared reach to community group engagement and tactical boosts that don’t require huge budgets.

Generative AI: A Practical Ally

In the final part of the masterclass, Josh shared how his team at HX uses generative AI tools to streamline workflows and free up time for creativity—from content ideation and research to writing compelling captions.

“AI isn’t here to replace us,” he said. “It’s a tool. It helps us spend less time on the admin and more time on the storytelling.”

He also shared simple but effective ways to write better prompts and refine outputs, making AI a valuable ally rather than an intimidating mystery.

Why It Matters for the Travel Trade

For travel advisors and operators in the expedition cruise space, social media is more than just a marketing channel—it’s a powerful way to inspire travellers, build trust, and create meaningful engagement long before a voyage begins.