2026 Digital Marketing Strategies for Travel
Speaker: Matt, CEO & Head Strategist at TravelTractions
The Big Picture Shift
The traditional marketing funnel is dead or dying. In 2026, it's not a question of whether to use AI — it's about how well you execute it. The global AI market is hitting $11 billion by end of year, and more than 70% of consumers are now trusting AI to help book and plan their holidays. If you're not optimizing for AI, you don't exist.
From SEO to GEO (Generative Engine Optimization)
Short, generic keywords are no longer the standard. They're being replaced by long-tail keywords and conversational queries inside AI engines. Google's AI Overviews now summarize and deliver information to users without them ever visiting a website — this is the zero-click era.
This doesn't mean abandoning your website. It means optimizing it so AI can crawl, understand, and surface it in answers. The shift is from SEO to GEO — Generative Engine Optimization.
Structured Data & Schema
Structured data is your best friend right now. Schema helps crawlers pull the most important information from your site — especially prices and reviews. With 20% of mobile searches now being voice search, FAQ schema covering your pros, cons, USPs, and general business info helps AI engines understand and accurately represent your business.
Content: Information Gain & EEAT
People don't want long-form essays. They want short, concise, well-formatted information — written either for humans or structured for AI to relay. To stay discoverable, your content needs information gain, meaning it adds something not already widely available on the internet. Pulling from Wikipedia or recycling other blog posts won't cut it.
EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) is the new currency. Practical ways to demonstrate it include using your own photography and video instead of stock images, writing in first-person, and speaking from direct experience.
Social Proof & User-Generated Content
92% of people trust word of mouth over advertising. Gen Z and Millennials are especially motivated by social proof — sharing the experience is part of the experience. The 80/20 rule applies: 20% content creation, 80% promotion.
Short-form video on Instagram and TikTok performs well. Bundling that content into ads or stories amplifies reach. Micro-influencers outperform celebrities for niche travel audiences — their followers are more targeted and engaged. Consider offering access during low season to content creators who pitch you, since they often produce professional-quality content for both their audience and yours.
Community as a Competitive Moat
In 2026, community is a moat. It can live in WhatsApp groups, Facebook groups, or behind your Instagram. Simple tactics include photographing guests, sending them their photos, adding them to a WhatsApp or Facebook group, and getting them on your email list. The goal is camaraderie and ongoing connection — not just a one-time transaction.
Google Business Profile
Your Google Business Profile is now essentially your website. It has become a critical part of the digital marketing funnel for travel businesses. Keep it fully optimized, respond to reviews, encourage keyword-rich reviews where possible, and prioritize guest photos — Google gives these preference over professional or stock imagery.
Mobile First
More than 70% of traffic is on mobile, and Google now indexes mobile first — it largely ignores your desktop site. Mobile optimization is no longer optional. Bookings via mobile are increasing steadily, so the entire user experience from discovery to checkout needs to work seamlessly on a phone.
High Tech + High Touch
People want fast, tech-enabled responses — but they still want human connection. AI chatbots are great for handling common inquiries quickly, but 61% of people still want to speak to a human for complex support. AI can't show empathy or handle a travel emergency at 3 a.m. Don't fully replace humans with automation. The winning formula is: technology for speed, humans for depth.
Contactless and seamless experiences (digital room keys, mobile check-in) are no longer impressive features — they're baseline expectations.
Practical Next Steps
Start by Googling your destination or product and seeing what shows up. Note where AI is pulling its sources from — often Reddit, Quora, YouTube, or social media. Reach out to those sources and see if you can be included. Audit the gap between your current tech stack and your competitors'. Focus on local storytelling — neighborhood-level narratives resonate. If your business has a sustainability angle, make it part of your core messaging, as eco-friendly travel is a growing search and buying signal.
Do not delay. Even updating your Google Business Profile today is a meaningful first step.