The global traveller is back and with expectations higher than ever

The global traveller is back, but their expectations have changed. The focus is no longer on just getting people to destinations but on offering personalised, smooth, and genuine experiences. Travel brands like Marriott, Airbnb, and Delta Airlines are adjusting their PR and marketing efforts to meet these demands. The brands that succeed will be those that understand and respond to travellers’ needs with clear communication and relevant storytelling.

Personalisation is essential

Today’s travellers expect more than generic marketing. They want messages and offers that match their specific preferences and interests. To deliver this, travel public relations teams must use data and insights to craft targeted messages that connect with different traveller groups. Personalisation means understanding why people travel and what they want from their trips.

Effective PR strategies use data from social listening and customer feedback to tell stories that resonate. Whether promoting sustainable travel options or luxury stays, tailored messages break through the noise and connect with the audience. Marriott’s loyalty programs and Airbnb’s custom experiences show how personalisation works in practice.

Personalisation also extends beyond messaging to the actual travel experience. Travellers expect brands to anticipate their needs and provide customised offers or services. This requires travel marketers to collaborate closely with customer service and digital teams to ensure that the messaging reflects the reality of the service. When personalisation is authentic and consistent, it deepens customer loyalty and drives repeat business.

Smooth experiences build trust

Travellers expect every step of their journey to be easy and hassle-free. From booking to check-in and arrival, the experience needs to be consistent and reliable. PR and marketing teams play a key role in creating this smooth journey by providing clear, timely updates and anticipating traveller questions.

Communication that is clear and consistent builds trust. Sharing updates on safety rules or travel delays helps travellers feel confident in their plans. Digital tools like apps and chatbots also support seamless communication. Delta Airlines is an example of a company that uses clear communication and technology to keep travellers informed and supported. A smooth experience keeps travellers loyal and reduces frustration.

This seamless experience must also be maintained across multiple platforms and devices. Travellers expect to move effortlessly from social media inspiration to booking websites to mobile apps without disruption or contradictory information. Ensuring this consistency requires tight integration between PR, marketing, and technology teams. When all parts of the brand deliver a unified experience, travellers are more likely to recommend and return to the brand.

Authenticity matters

Travellers want real stories and genuine experiences. They are less interested in polished marketing and more drawn to honest, transparent communication. Travel PR professionals should focus on telling authentic stories about local culture, real travellers, and meaningful moments.

This means being truthful and transparent in messaging. Including voices of travellers and local communities helps create trust and credibility. Authenticity also ties into the growing demand for responsible travel. PR efforts that highlight a brand’s commitment to sustainability and social responsibility meet traveller expectations and build a strong reputation.

Authenticity also involves engaging with audiences in two-way conversations rather than simply broadcasting messages. Social media platforms offer opportunities for brands to listen to travellers’ feedback and respond thoughtfully. This builds a sense of community and belonging, which enhances brand loyalty.

Changing PR strategies for today’s traveller

Travel brands need to rethink their PR and marketing approaches. Traditional advertising alone is no longer enough. Brands must use a mix of earned media, influencer partnerships, social media engagement, and interactive content.

Earned media, like editorial coverage and third-party endorsements, builds credibility that ads cannot match. Influencers who genuinely align with a brand’s values help reach the right audiences authentically. Social media allows brands to engage directly with travellers by answering questions and sharing user content. This creates loyal followers who promote the brand.

Innovative content like virtual reality tours and behind-the-scenes videos bring destinations to life and help travellers plan their trips. This kind of storytelling increases interest and encourages bookings.

In addition, the speed of news cycles and traveller expectations means PR teams must be ready to respond quickly to changing conditions. Whether it is a sudden travel restriction or emerging health guidelines, clear and timely communication is critical to maintaining trust and protecting brand reputation.

The global traveller is back but with higher expectations. Personalisation, smooth experiences, and authenticity are now essential for effective travel public relations. Brands that focus on these areas will build stronger connections, earn trust, and inspire loyalty. Travel PR must deliver clear, relevant stories and experiences that match what today’s travellers want.

Ronn Torossian is the founder and chairman of 5W Public Relations, one of the largest independently-owned PR firms in the United States. 5WPR has been named as a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year.