From AI-driven search tools to purpose-led journeys and the rise of wellness-focused getaways, the way people plan, book, and experience travel is changing dramatically. For travel brands, the key to success in 2026 won’t just be offering incredible experiences… How will your brand integrate these travel trends into your 2026 strategy?
The New Era of Travel Searching
Holiday inspiration is no longer limited to Instagram reels or TikTok scrolls. Travellers are now asking AI to plan their journeys, and tools like ChatGPT and Perplexity are becoming trusted digital advisors. ABTA research shows that AI-powered travel planning has doubled in the past year. In fact, one in twelve travellers now relies on AI for travel inspiration.
Even major travel player Expedia has gone further by integrating ChatGPT into its app. Users can start conversational searches and receive tailored recommendations for destinations, transport, and itinerary ideas.
To stay visible, travel brands must optimise website content for AI search. This includes geo-targeted itineraries and conversational phrasing that mirrors natural user intent. Ranking on Google alone is no longer enough. Your content must appear in AI-generated recommendations across blogs, videos, images, and social feeds.
Brands that build AI visibility and support it with GEO-targeted PR – press coverage, features, and immersive media placements – will stand out. When your brand appears at the exact moment a traveller is exploring options, you increase reach, relevance, and conversion in an AI-driven world.
Transformational Purpose-Led Travel
Travellers are no longer just seeking a break – they want trips that matter. From cultural immersion to emotional rejuvenation, the rise of purpose-driven travel reflects a desire for experiences that align with personal values. Hilton’s 2026 Trends Report calls it the “whycation”: travel motivated by connection, restoration, and meaningful experiences.
Holidaymakers are asking deeper questions: Who benefits from my visit? What story will this trip tell? Does it reflect my values? Trips combining adventure with mindfulness, such as multi-day hikes, digital detoxes, or community-focused experiences, are increasingly popular.
For brands, the challenge is not just creating purposeful experiences, but communicating them in the language audiences understand. Many consumers still search using sustainable travel terminology, even if a brand’s offering is broader or more transformational. The key is to bridge the gap between search habits and your true purpose-led identity:
- Think in themes, not itineraries. It’s not about rewriting your entire offering; it’s about framing experiences in ways that resonate with values and motivations.
- Highlight alignment over logistics. Purpose-driven travellers care about why a trip exists, who it supports, and the impact it creates. Less about schedules, more about meaning.
- Craft stories that inspire. Experiences should be presented as transformative journeys, emphasising the emotional and social benefits, not just the practical details.
Strategic communications, including immersive press trips, digital storytelling, and targeted media coverage, can amplify these stories. By connecting your purpose-driven offerings with the audiences seeking them, brands can turn potential travellers into engaged advocates who are not just booking a trip, but buying into a meaningful experience.
Glowcations: Wellness Travel Redefined
Glowcations, the next evolution of wellness trips, combine spa luxury, beauty rituals, and cutting-edge wellness treatments that leave travellers visibly renewed. Imagine journeys to South Korea for the ultimate glass skin, Paris for French pharmacy treasures, or Italy for restorative spa escapes.
The real opportunity lies in reaching audiences who may not yet know they want a glowcation. Readers of beauty or wellness magazines, for example, may not think about travel when flipping through their favourite pages, but putting your brand in front of them creates desire and inspiration in an entirely new market.
Wellness experiences no longer need to be limited to traditional spas or retreats. Hotels, resorts, and even urban destinations can tap into this trend by highlighting yours or local spa amenities, fitness facilities, and wellness-focused programming.
This trend is an opportunity to reframe your brand for an audience that may never have considered you as part of a wellness journey. By thoughtfully connecting travel offerings to wellness themes and promoting them across both travel and lifestyle, beauty, and wellness media, brands can unlock entirely new audiences.
The result? Glowcationers discover transformative experiences they didn’t know they were seeking, and your brand becomes part of a movement that is both aspirational and highly shareable. Integrated PR, content, and digital strategies make this possible, connecting your story to audiences across multiple touchpoints and ensuring your wellness positioning resonates widely.
Seamless Storytelling is the Future for Travel Brands
In 2026, fragmented campaigns just won’t cut it. Travellers encounter brands across multiple channels – social media, search engines, press articles, and digital platforms – and they expect a consistent, compelling story wherever they find you. Success comes from strategically weaving PR, digital, and social efforts together, creating an experience that feels seamless, intentional, and impactful.
Integrated campaigns amplify reach and credibility. Paid and organic digital content can spark awareness, while PR placements build trust and authority, working together to guide travellers from inspiration to booking. When every channel tells the same story with aligned messaging, brands increase visibility and capture hearts and imaginations.
Thoughtful integration also maximises ROI, turning each campaign element into part of a cohesive ecosystem. In 2026, the brands that will stand out are those that see the bigger picture, ensuring every touchpoint reinforces the same narrative and delivers a memorable, high-impact experience.
More From Us:
Stay ahead in 2026 with insights and strategies that turn trends into bookings:
- Turn Wanderlust into Bookings with TikTok Travel Ads
- The Importance of TikTok for Travel Brands
- Why Effective Travel PR Must Be More Than Press Trips
- Luxury Travel: Stand Out From Competitors and Attract New Customers
Want to elevate your brand for the new era of travel? Contact our team of specialists who can help you craft integrated PR and digital campaigns that reach the right audiences, amplify your story, and deliver measurable impact.
Or, get in touch directly at hello@thephagroup.com, and we’ll get back to you within 24 hours.