PR Budgeting for 2026: Top Strategies for Travel Brands

The travel industry is facing tighter consumer budgets, new technologies changing how people plan their trips, and ongoing shifts in how audiences discover and trust brands. Add in economic uncertainty and the rise of artificial intelligence (AI), and it’s clear that simply rolling over last year’s budget won’t do.

So where should you focus your spend in 2026? The answer lies in investing in the things you can control, such as your content, your database, and your audience relationships, while making sure your brand remains visible and credible in a world where AI is rewriting the rules of search and discovery.

Here’s our guide to smart PR budgeting for 2026, with practical tips and examples to help travel brands navigate what’s ahead.

1. AI is reshaping search and discovery
Tools like ChatGPT and Google’s AI Overviews are becoming part of everyday travel planning. Instead of broad searches like “best Greek islands”, travellers are asking very specific questions such as “which Greek island is best for families with teenagers in July”.

The problem? AI often gives answers directly, meaning fewer clicks through to websites. A SEMrush study found that AI-driven search could outpace traditional search traffic by 2028, with changes already visible in 2025. That means brands relying only on SEO or paid search risk becoming invisible.

2. Paid media is less controllable
Platforms like Google Ads and Meta are increasingly automated. AI already handles bidding and placement better than most humans, but that makes paid media a “black box” with less transparency and less control. For travel brands under pressure, over-reliance on PPC is a risky strategy.

3. Consumer spending is shifting
Despite ongoing economic concerns, global leisure travel spending is forecast to grow around 8% annually over the next five years (BCG). But travellers are seeking value: shorter breaks, more regional trips, and brands that deliver authentic and meaningful experiences.

With so much outside uncertainty, 2026 is the year to double down on your owned assets – the channels and content you control.

Your database and newsletters
Newsletters remain one of the most reliable and cost-effective ways to reach travellers. They allow you to build direct relationships with your audience, segment by interest, and create automated journeys that nudge people from dreaming to booking. A well-nurtured database is a buffer against unpredictable algorithms.

Your website and content
Content is no longer about chasing keywords. It’s about creating stories and resources that can answer the kinds of natural language queries AI is surfacing. This is sometimes called AEO (Answer Engine Optimisation) or GEO (Generative Engine Optimisation).

For example:

• FAQs structured around traveller questions such as “what is the best time to visit Costa Rica with children”
• Original content that AI cannot replicate, like destination surveys, unique photography or behind-the-scenes stories
• Evergreen guides that are regularly updated to stay accurate and relevant

Brands that treat content as an asset rather than a cost will be better positioned to stay visible in search, social and AI-driven recommendations.

Your sustainability story
Travellers, especially younger audiences, continue to prioritise sustainability. But new UK and EU rules are tightening up on greenwashing, so vague or exaggerated claims can backfire. Instead, budget for clear, evidence-based communications. Share measurable progress, highlight partnerships, and use PR to translate complex initiatives into relatable stories.

While some channels are becoming less reliable, PR remains one of the most resilient. Here’s why:

• Authority and trust: mentions in outlets like The Times, The Guardian or National Geographic act as signals of credibility. These references don’t just influence readers, they also feed into how AI models assess which brands to showcase, meaning great quality mentions get you into the likes of ChatGPT.
   
• Quality over quantity: a few well-placed, meaningful stories can outweigh dozens of low-value mentions. Think in terms of depth and authority rather than volume.
   
• Relationships, not press lists: journalists are looking for fresh angles and trusted sources. Building long-term relationships is an investment that pays back in coverage and credibility.

For example, a destination that invests in original research, say a survey on how Gen Z is planning adventure travel, has a strong hook for journalists. That story can appear in top-tier media, boost brand visibility, and later be repurposed for newsletters, blogs, and social channels.

Some areas are worth keeping in your mix, but not over-investing in:

• Paid search: use it tactically to support campaigns, but don’t rely on it for brand discovery.
• Traditional keyword SEO: optimise technically, but prioritise authority-building content and natural language formats.
• Influencer partnerships: with AI able to mimic influencer content, authenticity is what cuts through. Look beyond reach alone: whether it’s established voices or micro-influencers, the key is alignment.

Every travel brand has different priorities, so there’s no one-size-fits-all formula for how to divide your marketing spend. A luxury resort will need to budget differently from a tour operator or a regional DMO. But the fundamentals are clear: PR, content marketing, and owned channels should be at the heart of your 2026 plan.

That means investing in high-quality PR that builds authority and credibility in trusted media. These mentions don’t just influence travellers directly, they also feed into how AI models like ChatGPT decide which brands to surface. Alongside this, a robust content strategy keeps your brand discoverable, with a focus on evergreen guides, research-led stories, and formats that answer the kinds of natural language questions people are now typing into AI and search engines. And then there’s your owned content – your database, newsletters, loyalty programmes and website – which remains your most reliable and cost-effective channel. These are the assets you control, regardless of how algorithms or platforms shift.

Just as important is how you measure success. We can’t keep using traffic as the main yardstick. Traffic is down, and it is not coming back in the same way, so clinging to pageviews or clicks as your core KPI is a recipe for frustration. Instead, brands need to adapt to new forms of measurement – for example, tracking where and how often your brand is cited in reputable media, or whether you are appearing in ChatGPT responses and AI search results. That requires a PR partner who understands how to track those signals and tie them back to visibility and reputation, not just old-school metrics.

In 2026, the brands that win will be those who focus their budgets on PR, content, and owned assets, while updating their KPIs to reflect how travellers actually find and trust information today.

Budgeting in 2026 is not about cutting back, but about spending smarter. By focusing on what you can control – your database, your content, your brand voice – you’ll be more resilient to platform changes and better placed to stay visible in an AI-driven landscape.

PR remains your most powerful tool for building trust and authority, and it is increasingly the key to helping your brand show up in the answers travellers see. 

If you invest in strong foundations now, your brand will not only weather the uncertainty of 2026, it will be ready to thrive in the years ahead.