Travel is booming again, but it’s not without challenges. Holidays at home are thriving, while overseas trips face higher costs and new rules. On top of that, travellers are asking tougher questions about the environment. The good news? The industry is adapting fast, with smarter tech, greener choices and more interest in local, authentic experiences.
So how can travel brands cut through? The answer is good PR—telling the right stories, in the right way. Here are six ways to do it:
1. Show You’re Serious About Sustainability
Travellers want to know their trips don’t cost the earth.
- Share how you cut carbon, support local people or use eco-friendly buildings.
- Pitch these stories to travel and lifestyle press.
- Team up with charities or green certifications to prove credibility.
Example: “Our eco-lodges use 40% less water—raising the bar for greener stays.”
2. Make Tech Feel Human
AI and apps can feel cold unless you bring them to life.
- Tell real stories of how your tech made a trip smoother.
- Share leadership insights that show innovation with a human touch.
- Speak at travel events to shape the conversation.
Example: “Our AI concierge turned a stressful layover into a smooth journey.”
3. Celebrate Local Experiences
Travellers want more than sightseeing—they want connection.
- Pitch stories about hidden gems and community-led adventures.
- Partner with local influencers who can tell authentic stories.
- Create content around food, culture and off-the-beaten-path places.
Example: “Five forgotten towns our travellers are helping bring back to life.”
4. Be Quick on the News
Travel rules and climate issues change fast.
- Offer helpful commentary when new visa fees or weather events hit headlines.
- Share practical solutions like flexible booking.
- Use data to back up your points.
Example: “With visa costs rising, here’s how we’re keeping U.S. trips affordable.”
5. Tell Stories That Build Loyalty
Price matters, but trust and connection matter more.
- Highlight loyal guests and families who return year after year.
- Share community or charity work your brand supports.
- Focus on belonging, care and well-being.
Example: “Why our 10,000th guest chose us for their big celebration.”
6. Own the Niche Trends
From wellness breaks to bleisure (business + leisure) trips, niche markets are growing.
- Wellness resorts: pitch to health and lifestyle outlets.
- Crypto-friendly hotels: talk to finance and travel press.
- Bleisure hotels and airlines: connect with business media.
Example: “Why crypto-travellers are shaping the future of luxury stays.”In short: PR is about turning big industry shifts into stories people care about. Brands that show they’re sustainable, authentic and people-focused will stand out—and win lasting loyalty.
