Our Take: September 2026
Your monthly round-up of the biggest travel marketing trends, media moves, and PR stories worth knowing about.
Insights
With decades of experience and expertise, we’re always ahead of the crowd. Read the latest news and insights from our specialist travel PR, content and audience team.
What the Latest ASA Rulings Mean for Travel Marketing: "Eco" Just Got Expensive
On 9 September, the ASA published three rulings at once, all pointing to the same wording problem across three very different travel brands: Thomas Cook, loveholidays and DialAFlight.
Do you know your AI Share of Voice? The Visibility Metric Every Travel Brand Needs
For years, the question every hotel and travel brand asked its marketing team was simple: where do we rank?
ChatGPT Ads Are Here. Here's What Travel Brands Should Actually Do About Them
For years, ChatGPT had no advertising on it whatsoever. That changed in 2026.
10 US Media Trends Every Travel Brand Needs to Know
What we learnt during our US Media Roadshow across 85+ meetings with America's leading travel journalists.
What Netflix's Publisher Deals Mean for Travel Brands And The Future of AI
Netflix has traditionally been the place people go to watch films, documentaries and television series.
How Hotels Can Get More Value From Press Trips
Press trips remain one of the most powerful ways for hotels to build awareness, credibility and high-quality third-party content.
The New Role of Influencer Marketing in Travel: From Inspiration to Conversion
When we wrote about influencer marketing back in 2023, the industry was asking a very different question.
Travellers Are Booking Later. Here's What Hotel Brands Should Do About It
Why late-booking behaviour is a marketing challenge, not just a revenue management problem.
Why Brand Awareness Doesn’t Always Lead to Bookings
Travel brands today are more visible than ever before. There’s more content, more campaign activity and more competition for attention across every channel. Yet despite this increase in visibility, many brands still struggle to generate meaningful commercial growth.
Why PR Matters More Than Ever in the Age of AI Search
Travel brands are entering a new era of discovery, one where being searchable is no longer the same as being visible.
The Hardest Part Of Marketing Right Now Isn’t Execution, It’s Decision-Making
It’s become harder than ever to make confident marketing decisions. Travel brands are operating against a backdrop of shifting geopolitics, rising cost of living pressures, and tighter budgets, all while traveller behaviour continues to evolve. Demand is less predictable, booking windows are changing, and expectations around value are higher than ever.
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