What Is Travel PR?
Travel PR isn’t advertising. It’s not a paid placement or a sponsored post. It’s the strategic practice of earning media coverage, building credibility, and shaping how travelers discover and trust your brand—without paying for the spotlight.
In an industry where 82% of travelers trust editorial content and influencer recommendations over traditional ads, according to a 2024 Skift report, PR has become the difference between brands that get noticed and brands that get booked.
But here’s the challenge: journalist response rates are at a historic low. Only 3% of pitches receive coverage, according to Newspress’s 2026 travel media visibility report. That means most travel brands are shouting into the void, while a select few are earning placements in Condé Nast Traveler, Travel + Leisure, and The New York Times.
So what separates the two? Strategy. Storytelling. And a Travel PR Agency approach built for how people actually search, share, and book travel today.
Earn coverage that compounds into bookings
Percepture blends senior-only travel PR with digital strategy and AI workflows so your placements do more than look good. They build authority in the exact places travelers (and AI assistants) trust.
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Since 2004, built for high-trust categories Not a junior desk. A senior bench supporting execution, relationships, and measurable outcomes.
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Real travel PR relationships Every PR specialist has 10+ years experience, with mature editor and newsroom relationships.
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Two-track content: media + search We write for journalists and we publish to win SEO + AI Search visibility, so coverage keeps working.
What Travel PR Actually Includes
Travel PR is more than press releases. It’s a multi-channel discipline that combines media relations, content strategy, influencer partnerships, and crisis management to build long-term brand authority.
Here’s what it covers:
Earned Media Coverage
This is the core of travel PR. It’s about securing placements in trusted publications—both traditional outlets like Forbes and digital-first platforms like Lonely Planet. Unlike paid ads, earned media carries editorial credibility. When a journalist writes about your destination or hotel, readers trust it more than a banner ad.
Media Relations and Press Trips
Strong relationships with travel editors and journalists are essential. Press trips, also called FAM (familiarization) trips, give media firsthand experience with your brand. These immersive experiences often result in feature stories, photo essays, and long-form content that drives awareness and bookings.
Influencer Collaborations
One in three Brits get their travel inspiration from social media, according to a 2025 Jet2 survey. Influencer partnerships allow travel brands to tap into engaged audiences and create authentic, shareable content. When done right, influencer campaigns build trust and drive direct bookings.
Content Creation and Storytelling
Quality content supports every aspect of PR. Blog posts, destination guides, videos, and behind-the-scenes social media travel agency help brands meet travelers where they are—whether that’s Google, Instagram, or TikTok. Content also supports Enterprise SEO Agencies, helping attract organic traffic and building long-term digital visibility.
Crisis Communication
The travel industry is vulnerable to sudden disruption—weather events, political unrest, pandemics. A crisis communication plan ensures brands can respond quickly, clearly, and with empathy to protect reputation and maintain traveler confidence. In fact, 81% of consumers say trust is a deal breaker in their purchase decisions, according to ABTA.
Digital PR and Social Media Campaigns
Digital PR agencies help travel brands earn attention organically through shareable, interactive, and measurable content. Whether it’s a data-driven story that lands national press or a viral TikTok trend, digital PR and social media work together to build credibility and drive visibility.
Why Travel PR Works (And Why Ads Don’t Cut It Anymore)
Advertising tells people what you want them to know. PR earns their trust by letting someone else tell your story.
Here’s why that matters:
Credibility beats promotion. When a journalist or influencer recommends your brand, it carries more weight than a paid ad. Readers know the difference and they respond accordingly.
Search engines reward earned media. Google’s algorithms prioritize authoritative, trustworthy content. Backlinks from high-authority publications like The Guardian or Travel Weekly signal to search engines that your brand is credible. That boosts your rankings and helps you appear in AI-powered search results.
PR compounds over time. A single feature in a top-tier publication can drive traffic, backlinks, and brand awareness for months or even years. Unlike ads, which stop working the moment you stop paying, PR creates lasting value.
Travelers trust editorial content. According to Chamberlin PR, 82% of travelers rely on editorial content and influencer recommendations over traditional advertisements. That’s a massive shift in how people make travel decisions—and it’s why PR has become essential.
How Percepture Does Travel PR Differently
Most travel PR agencies focus on vanity metrics—impressions, reach, and coverage counts. But those numbers don’t tell you if your PR is actually driving bookings or building search authority.
At Percepture, we approach travel PR differently. We focus on three things:
1. Placements That Build Search Authority
We don’t just chase any coverage. We target high-authority publications that pass link equity and improve your domain authority. That means your PR doesn’t just generate buzz—it helps you rank higher in Google and appear in AI-powered search results.
2. Storytelling That Converts
We craft narratives that resonate with travelers at every stage of the journey, from inspiration to booking. Our content is designed to answer the questions people are actually searching for, which means it ranks in search and drives qualified traffic.
3. Measurable ROI
We track more than impressions. We measure backlinks, domain authority, organic traffic, and conversions. That way, you can see exactly how PR is contributing to your bottom line.
If you need placements that also create search authority and AI visibility, Percepture is a Travel PR Agency built to earn coverage and turn it into compounding demand.
What Good Travel PR Looks Like
Let’s look at a few examples of travel PR done right:
Case Study 1
Amazon & Phantom Ranch: Turning an Impossible Story into National Coverage
Client: Phantom Ranch (Grand Canyon)
Category: Destination PR · Earned Media · Cultural Storytelling
The Challenge
Phantom Ranch is one of the most iconic places in the United States, and one of the hardest to access. There are no roads. No trucks. No traditional supply chain. That makes promotion difficult and storytelling risky. Anything that feels promotional immediately breaks trust.
The goal wasn’t “buzz.”
It was to tell a story that felt earned, surprising, and genuinely newsworthy.
The Approach
Percepture built a narrative around logistics, human ingenuity, and scale, not marketing. We positioned the story as a cultural moment rather than a destination pitch, identifying the angle journalists would naturally want to cover.
Key elements of the strategy:
- Developed a news-first story rooted in operational reality, not promotion
- Targeted high-authority national outlets, not volume-based placements
- Timed outreach to align with editorial interest in infrastructure, logistics, and culture
- Allowed the story to travel on its own merits, without over-engineering the message
The Results
- 436 earned media placements
- 3.45 billion impressions
- $63 million in earned media value
Why This Matters
This campaign proved Percepture’s ability to:
- identify stories journalists actually want
- earn coverage without paid influence
- scale a single narrative into sustained national visibility
It’s a clear example of how credibility beats promotion when the story is right.
Case Study 2
Williamsburg, Virginia: Reframing a Historic Destination for Modern Travelers
Client: Visit Williamsburg
Category: Tourism PR · Brand Repositioning · Ongoing Media Strategy
The Challenge
Williamsburg is widely known for its history. That recognition is valuable, but limiting. The challenge was to expand the narrative without losing authenticity, helping travelers see Williamsburg as relevant, dynamic, and worth visiting now.
The Approach
Percepture built a year-round storytelling engine, not a campaign. Instead of chasing one-off headlines, we worked with Visit Williamsburg to surface new angles across food, culture, events, and seasonal travel, while maintaining editorial credibility.
Key elements:
- Structured ongoing media outreach, not episodic pitching
- Matched stories to what travelers actively search and read
- Prioritized publications that influence both perception and discovery
- Maintained message discipline without repetition
The Results
- FY 2022–2023:
- 503 earned stories
- 3.13 billion impressions
- Travel Weekly Magellan Gold Award
- FY 2023–2024:
- 700+ earned stories
- 1.9 billion impressions
- HSMAI Adrian Award (Silver)
Why This Matters
This work shows Percepture’s strength in:
- long-term brand building
- sustained media relationships
- making destinations feel current without losing credibility
It’s PR as an operating system, not a spike.
Case Study 3
Peru (PROMPERU): Building Long-Term U.S. Travel Demand Beyond Machu Picchu
Client: PROMPERU
Category: National Destination PR · Cultural Storytelling · Crisis Support
Engagement: Ongoing since 2015
The Challenge
Peru is globally recognized—but often narrowly defined. The challenge was to expand U.S. traveler perception beyond Machu Picchu and position Peru as a multi-dimensional destination spanning culture, cuisine, adventure, and accessibility.
At the same time, the work required consistency, sensitivity, and trust—especially during periods of disruption.
The Approach
Percepture immersed itself in Peru’s culture and story, working closely with journalists, editors, and tour operators over many years.
Key elements:
- Long-term relationship-based media strategy
- High-touch desksides and hosted media experiences
- Continuous story development to avoid narrative fatigue
- Support during moments of uncertainty and crisis
The Results (U.S. Market)
- Active conversations with 400+ U.S. journalists in 2024 alone
- Stories distributed to 1,600+ journalists
- $503 million in earned media value
- Sustained year-over-year growth in U.S. visitation
Why This Matters
This case demonstrates Percepture’s ability to:
- operate as a trusted extension of national tourism teams
- sustain momentum over nearly a decade
- protect and grow a destination brand
FAQ: Your Travel PR Questions, Answered
What is travel PR?
Travel PR is the strategic practice of earning media coverage, building credibility, and shaping how travelers discover and trust your brand. It includes earned media, influencer partnerships, content creation, and crisis communication—all designed to build long-term brand authority without paying for ads.
How is travel PR different from travel marketing?
PR is about influence and credibility, while marketing is about promotion and conversion. PR earns trust through editorial coverage and third-party endorsements. Marketing drives direct action through paid campaigns. The best travel brands use both.
How do you measure travel PR ROI?
Track backlinks, domain authority, organic traffic, media impressions, and conversions. Use tools like Google Analytics, Ahrefs, and the AMEC framework to report PR as measurable business impact. The goal is to show how PR contributes to bookings, not just buzz.
What makes a good travel PR pitch?
A good pitch is timely, relevant, and tailored to the journalist’s beat. It includes a compelling hook, strong visuals, and a clear angle that resonates with their audience. Remember: only 3% of pitches receive coverage, so personalization and storytelling are key.
How long does it take to see results from travel PR?
PR is a long-term strategy. You might see initial coverage within weeks, but the real value compounds over time. A single feature in a top-tier publication can drive traffic, backlinks, and brand awareness for months or even years.
What’s Next for Travel PR in 2026
The travel PR landscape is evolving fast. Here’s what’s shaping the industry:
AI-powered search is changing discovery. Google’s AI Overviews and tools like ChatGPT are pulling answers from authoritative sources. If your brand isn’t earning coverage in trusted publications, you won’t appear in AI-generated results.
Sustainability is non-negotiable. Travelers expect transparency and commitment from travel brands. PR campaigns must showcase substantive sustainability efforts—not just greenwashing.
Influencer partnerships are maturing. Brands are moving beyond vanity metrics and focusing on influencers who drive real engagement and conversions.
Digital PR is outpacing traditional PR. Worldwide search interest in digital PR has increased by 34% since 2020, according to Aira. Demand for digital PR in the travel industry is growing faster than ever.
Ready to Earn Coverage That Compounds?
Travel PR isn’t about chasing impressions. It’s about building authority, earning trust, and creating demand that lasts.
If you’re ready to move beyond vanity metrics and start earning placements that drive search rankings, backlinks, and bookings, let’s talk. Explore how Percepture helps travel brands earn coverage and build search authority. Connect with us today.
Connect with us today!
Quick Answers
What is Travel PR?
Travel PR is the strategic practice of earning media coverage and building credibility for travel brands through editorial placements, influencer partnerships, and content creation. Unlike advertising, PR earns trust through third-party endorsements, helping brands rank in search and drive bookings without paying for ads.
How does Travel PR work?
Travel PR works by securing earned media coverage in trusted publications, building relationships with journalists and influencers, creating shareable content, and managing brand reputation. It helps travel brands appear in search results, build authority, and convert travelers through credible, editorial storytelling.
