Digital PR tips for businesses in the travel industry

The global travel industry really is a massive sector. It contributes around $10.9 trillion to global GDP and is incredibly diverse, including tour operators, travel agents, airlines, cruise lines, and more. It should come as no surprise, then, that it’s also one of the most competitive industries in the world. And when you’re vying for custom against hundreds - if not thousands - of similar brands and operators, how on earth are you meant to stand out online?! 

No matter the generation - Gen Z, millennials, Gen X, or baby boomers - people tend to do their due diligence before booking a trip. Whether it’s a staycation or a holiday abroad, they’ll spend time researching travel companies, flight operators, hotels, and tour providers before deciding where to go, how to get there, where to stay, and what to do. Travel decisions are rarely made on a whim - which is why, when people are researching online, your brand needs to be front and centre so that you can establish trust and become part of their consideration set early on.

A well-planned digital PR strategy can help with this in a few different ways. Not only does it put your brand in front of different audiences across different corners of the internet - boosting visibility and increasing the chances of reaching potential customers - but it also builds authority and trust in your product or service. The more people see your brand mentioned in credible, high-authority publications and online media, the more likely they are to view you as a trusted choice and ultimately convert, either then and there, or at some point down the line. 

Building trust in your brand has also never been more important when you consider the digital landscape that we’re operating in in 2025, particularly with regards to generative AI and LLMs. When people are searching online for credible information, tools like Google’s AI Overviews are summarising content from across the web to present quick, concise answers. For travel brands, this means your presence in trusted publications can directly influence whether or not you’re featured in these AI-generated summaries, and ultimately whether you’re put in front of thousands of visitors or not.

If your brand is consistently mentioned in reputable travel content like news stories, round-ups, and reviews, you’re far more likely to be pulled into these AI overviews and recommended to users. It’s this visibility that drives decision-making, so being part of that all important answer box could be the difference between someone booking with you or with a competitor.

All well and good, but now you’re probably wondering “ok, so how do we actually implement digital PR tactics to start earning high-quality coverage, build backlinks, and boost our brand’s digital presence?” Lucky for you, we’re a generous bunch here at Motive, so read on for six free digital PR tips tailored specifically for travel brands.

What’s in this article:

• Why should travel brands consider digital PR?
• How can travel brands use PR to stay visible in AI-powered search?
• Six digital PR tips for travel brands
• Key takeaways

Why should travel brands consider digital PR?

As mentioned above, travel brands need to stand out in what is possibly one of the most crowded global markets. Luckily, digital PR offers a way to do just that.

A strong digital PR strategy helps travel companies increase visibility online by securing coverage in high-authority publications that potential customers know and trust. This not only raises brand awareness across a wider audience but also builds credibility and authority - vital when travellers are researching where to go, where to stay, and what to do.

Travel is not only a hugely competitive market but also one of the biggest categories in the national consumer press. Most major publications have dedicated travel editors and entire sections devoted to travel content, and it remains one of the most popular and frequently visited sections by readers.

A good example of how PR can support travel brands is our work with luggage shipping firm MyBaggage. As a result of our ‘Bottled Air’ campaign, organic traffic to the site more than doubled, and the domain also began ranking for a broader set of keywords which significantly boosted its visibility in search.

It’s also worth mentioning that with travel-related news constantly breaking - from emerging travel trends to destination updates and travel regulations - there are countless opportunities for newsjacking and reactive PR. Travel brands that can quickly respond to these stories and tie their messaging into trending topics stand a better chance of securing valuable media coverage and engaging with audiences when interest is at its peak.

So, digital PR is essential for travel brands aiming to stay ahead. Beyond boosting brand awareness, it secures valuable media coverage and quality backlinks that enhance SEO, drive referral traffic, and build long-term trust.

How can travel brands use PR to stay visible in AI-powered search?

AI and LLM tools like Google’s AI Overviews and ChatGPT summarise information from across the web, so being featured in trusted travel content can directly influence your brand’s presence in these quick, answer-driven formats. So, digital PR isn’t just about traditional media mentions and backlinks anymore - it’s about shaping the narrative that potential customers see first. 

When people search for answers to relevant travel questions and queries, LLM tools create AI-generated summaries and recommendations based on trusted, high-authority sources. That means if your brand is regularly featured in respected travel publications or cited in expert commentary, you’re more likely to be surfaced in AI-driven search results - even when users aren’t specifically searching for you.

LLMs are trained on vast amounts of publicly available text from the internet, including news articles, blogs, and authoritative websites. That means the more your brand is mentioned in high-quality, trusted sources, the more likely it is to inform the outputs of these AI tools. For travel brands, this makes digital PR more important than ever. It’s not just about link-building or brand awareness anymore - it’s about feeding the systems that influence how travellers discover and decide. 

Six digital PR tips for travel brands

The travel space is massive, and people don’t book holidays on a whim. They research, they compare, and they take their time. So if you want your brand to be in the running, you need to show up early and make a good impression. When done well, digital PR can get your name in front of the right people, earn coverage in top titles, and help you climb the search rankings too.

Here are five tips to help travel brands stand out with smart, search-friendly PR.

1. Create content that travellers actually want to read

It’s really important to be authentic with your brand voice and the content you share. While it’s tempting to focus on promos, wider marketing campaigns, and what your business generally needs or is focused on, readers will only stick around if what you’re saying offers real value to them. A little rule we like to follow when brainstorming and vetting ideas is: does it entertain, inspire, or surprise? If the answer is ‘no’ to all three, bin it.

2. Jump on trending travel news - fast

New airport rules? Visa changes? Holiday hotspots suddenly trending? When travel news breaks, timing is everything. Reacting quickly with expert commentary or useful updates can get your brand in front of journalists and audiences when they’re actively looking for insight. Being one of the first to provide valuable input positions your brand as relevant, reliable, and informed. You can find out more about newsjacking and how to do it successfully here. 

To carve out a great reactive strategy that works, use tools like Google Trends or keyword research platforms to track what people are searching for in real time, and regularly monitor travel news sections across top publications for inspiration. The faster you jump on a story with something useful to say, the more likely you are to earn coverage that boosts visibility - and potentially gets picked up by AI-generated search summaries too.

3. Establish relationships with key journalists

Getting coverage isn’t just about a great story - it’s also about creating a bulletproof media list and sending it to the right person. Building strong relationships with travel journalists, editors, and freelancers can massively increase your chances of securing repeat coverage. These are the people writing about airlines, holiday trends, destination guides and travel regulations day in, day out - and they’re always on the lookout for expert insights and fresh angles.

So it’s vital to take the time to understand who covers what. Follow them on social media, read their work, and engage with it authentically. When you pitch, tailor your emails to show you know what they write about and how your story fits. Over time, you’ll likely become a go-to contact - especially if you’re quick, reliable and helpful when they need a quote in a hurry. All of this will help contribute towards you becoming a real thought leader in your industry. 

4. Consider key dates and timeliness

Seasonality is everything in travel, so building campaigns around key dates and planning ahead is essential. Think school holidays, bank holidays, major sporting events, and even quirky awareness days that tie into your niche - these are all opportunities to launch PR activity when interest (and media appetite) is naturally higher.

It’s also crucial to be mindful of seasons around the world when planning content and PR stories. For example, pushing Caribbean holidays during hurricane season, or promoting European ski breaks in the middle of July, is unlikely to resonate - and could even damage your credibility. Align your content with what’s realistically bookable and desirable at the time of launch to maximise both media interest and audience engagement.

Journalists often work several weeks or even months in advance for seasonal roundups or destination features, so timing your outreach right can make all the difference. Use forward features, social listening, and search data to guide your timing.

5. Use data to tell unique stories

Travel is FULL of numbers - flight times, weather patterns, hotel prices, traveller reviews, safety scores - and journalists love data-led insights they can build a story around. Whether you use internal booking data, third-party stats, or commission surveys, using data creatively can help your brand cut through the noise by offering something genuinely interesting and new. Just make sure it’s relevant, robust, and presented in a way that’s easy to digest.

6. Don’t underestimate the power of travel trade press

While national and lifestyle coverage is great for visibility, the travel trade press can be just as valuable - especially if you’re looking to build credibility within the industry and reach decision makers. 

Titles like Travel Trade Gazette (TTG), Travel Weekly, and Business Traveller UK are read by agents, tour operators, airline execs, hotel groups and other key players. Journalists at these outlets are always looking for stories about new routes, booking trends, company milestones, expert insight, or opinion pieces on the state of the industry.

So don’t overlook them in your PR strategy. Trade coverage might not always come with a juicy backlink, but it can open doors, build trust, and help position your brand as a serious player in the travel space.

Key takeaways

1. The travel press is packed with opportunity. Most major publications have dedicated travel editors and regularly cover holiday trends, destinations, and industry updates - making them ideal targets for brand exposure.
2. Getting featured in trusted travel media builds real-world credibility. Readers rely on expert recommendations and round-ups when researching trips, so regular coverage can directly influence booking decisions.
3. Being visible in online travel content helps you surface in AI search. Tools like Google’s AI Overviews pull from high-authority travel articles, so mentions in these pieces can boost your presence in answer boxes.
4. Trade titles are just as valuable as national media. Outlets like TTG, Travel Weekly, and Business Traveller are read by key industry decision-makers, making them essential for building brand authority behind the scenes.
5. Timing your story around the travel media cycle is crucial. Journalists plan seasonal content months in advance, so knowing when and what to pitch gives your brand a much better shot at landing coverage.

Want help getting your travel brand seen in the press? Get in touch - we’d love to help. Or, if you want to see what we’ve already done for other travel clients, check out our latest case studies.

© MOTIVE