Travel planning looks completely different from what it did even a year ago. I’m seeing more people pull out their phones and ask ChatGPT or Perplexity for weekend getaway ideas instead of scrolling through Instagram for inspiration. They’re comparing hotels, activities, and restaurants right there in the chat, and they want answers that actually match what they’re looking for, not generic suggestions.
This shift is forcing everyone in tourism and hospitality to rethink what “good marketing” actually means. If you’re still banking on SEO rankings, beautiful social posts, and aspirational content that doesn’t connect to bookings, you’re going to struggle. The way people discover and book travel has fundamentally changed, and there are some digital marketing trends in tourism you can’t afford to ignore. NextGen Destination Marketing just put together a solid breakdown of seven digital marketing trends redefining tourism and hospitality this year, and honestly, it’s one of the more useful things I’ve read lately if you need a clear action plan. For more information: digital marketing trends tourism 2026
The 7 trends you actually need to pay attention to
Here’s what the guide covers and why each one should be on your radar right now.
AI-native travel marketing and trip planning
People aren’t searching and browsing anymore – they’re asking and deciding. If your property details aren’t structured in a way that AI can actually read and understand, you’re going to get skipped over when someone asks for itinerary recommendations. Simple as that.
GEO and AI-powered discovery
Generative Engine Optimisation is the new frontier. It’s about making sure you show up when someone asks their AI assistant, “Where should I stay in Charleston?” or “What’s good for a long weekend in the mountains?” Your content needs to answer real questions with specific, helpful details, not just keywords stuffed into vague descriptions.
Privacy-first travel marketing
Third-party cookies are basically dead. The guide hammers home the importance of building your own first-party data through bookings, loyalty programs, email lists, and giving people actual value in exchange for their information. No more relying on retargeting pixels to do all the heavy lifting.
Shoppable content and travel retail media
Beautiful inspiration that doesn’t lead to a booking is just a leak in your funnel. The guide talks about connecting content directly to action, whether that’s video with booking links, shoppable posts, or showing up on travel retail media platforms where people are already comparing options.
Community-led growth
Travellers trust other travellers way more than they trust your marketing. Niche communities, partnerships with creators who actually align with your brand, and turning your own team into ambassadors aren’t just nice-to-haves. They’re long-term demand drivers that outlast any single campaign.
Trust, authenticity, and reputation
Your reviews matter. Your consistency across platforms matters. How quickly you respond matters. And here’s the kicker: all of this influences not just potential guests, but also how AI systems decide whether to recommend you. If your info is outdated or inconsistent, you’re working against yourself.
Experience-led growth and hyper-personalised journeys
Guests expect personalisation before they even arrive, during their stay, and after they leave. The guide shows how to blend digital tools like pre-arrival messaging and mobile check-in with genuine human hospitality without making it feel robotic or impersonal.
Why this guide is actually worth your time
I appreciate that this isn’t just another trend list thrown together for clicks. It tackles the real issue: competition has shifted from “who ranks highest” to “who gets recommended,” and that comes down to having clear information, properly structured content, and fewer barriers between discovery and booking.
The guide also includes some helpful visuals that’ll make it easier to explain these shifts to your team or stakeholders, plus a practical FAQ section for smaller operators who might be wondering where the hell to even start.
