Why Trust is the Travel Industry’s Most Valuable Currency and How PR Builds It

On previous long-haul multi-destination trips, I’ve booked with Trailfinders. There’s a level of reassurance that comes with handing over the planning to a trusted brand and its experts. But this time, there was no availability for the dates I wanted to travel. So, for the first time on a trip of this scale, I planned everything myself.

Or more accurately, I used AI to plan it.

From bullet train schedules and whether the JR Rail pass was worth it, to the best time to visit Miyajima Island to catch the floating torii gates at high tide, and even navigating Tokyo’s vast underground, ChatGPT and Gemini handled it all. It saved me hours, if not days, of research.

And I’m not the only one using AI for travel planning. Traveller search behaviour is evolving rapidly. Skyscanner data revealed that in 2026, 38% of travellers will use AI to research a destination, 33% to create a travel itinerary and 32% to compare flight or hotel options and prices. 

It happens in comment sections, on social media, in short-form videos, in forums, in AI-generated responses.

People are no longer relying solely on Google. They’re planning trips through:

• TikTok itineraries
• Reddit threads
• Instagram recommendations
• AI-generated suggestions

If your brand isn’t present across these touchpoints, you’re simply not part of the consideration set.

Despite all the advancements in how we plan travel, one thing hasn’t changed: the need for trust.

You’re investing not just financially, but emotionally as well. These are experiences people have often spent years saving for; once-in-a-lifetime trips, honeymoons, long-haul holidays.

And with that comes a fundamental question: “Can I trust this brand?”

Even on my own trip, despite using AI to plan almost everything, I still felt the need to sense-check key decisions on other channels. Semrush data found that 26% of users start with AI, then use search engines to verify or go deeper.

When the stakes are high, people don’t just want efficiency; they want reassurance.

Building trust and authority. Amplifying positive experiences. Ensuring your brand is part of the right conversations, in the right way.

Trust isn’t built on what brands say about themselves; it’s built on what others say about them.

Coverage in trusted travel publications carries weight in a way brand-owned content simply can’t. It provides validation. It reassures potential customers that a brand is credible, established and worth considering.

Mentions across reputable publications, platforms and conversations all contribute to how a brand is perceived, not just by people, but by search engines and AI tools.

In a recent Ahrefs study of 75,000 brands, 8 out 10 of the strongest brand visibility factors that correlated with AI mentions across ChatGPT, AI Mode and AI overviews were all influenced by PR activity, including off-site signals brand mentions, branded search volume, and number of referring domains.

Search engines and AI platforms are getting better at understanding brands as entities. That means consistent brand mentions, clear positioning, and topical authority all play a role in whether your brand shows up in the moments that matter.

PR is what builds that understanding. A consistent narrative around who you are, and what you specialise in. For example, Trailfinders positioning is bespoke tailormade holidays. They back this up with travel advice based on first-hand experience and travel experts who have visited the destinations and hotels recommended to their customers. One-to-one consultations, in-store or virtually and 24/7 live WhatsApp support during trips. Even down to the travel wallet with your personalised holiday itinerary and wooden luggage labels you receive in the post before your trip. Everything reinforces the tailor-made personalised positioning. 

Influencer and creator partnerships play a powerful role in building trust in the travel industry. People want to see real journeys, real recommendations, and real experiences before they commit.

They want to hear from people who have:

• Stayed in that hotel
• Visited that destination
• Booked with that provider

This kind of social proof is incredibly influential, but only when it’s done right.

Authenticity is non-negotiable. Partnerships need to feel credible, relevant and aligned with the brand. Just as importantly, they must be transparent. If content isn’t clearly labelled as #ad or #gifted, you don’t just risk regulatory issues, you risk undermining the very trust you’re trying to build.

Alongside external voices, brands should also look to in-house experts, a hugely underutilised trust signal. Insider knowledge, the kind your audience can’t easily find elsewhere, adds depth and credibility to your brand narrative. Whether it’s expert tips, destination insights, or practical advice, this kind of content is highly valuable for both audiences and media.

The same applies to original data and proprietary insights. When used as part of a strategic PR approach, they not only strengthen your authority but also give journalists a reason to feature your brand.

A consistent narrative, a clear position in the market and ongoing visibility across the right channels. 

The tools we use to plan travel will continue to evolve and change. AI will become more sophisticated. Platforms will shift. Consumer behaviour will keep changing.

But trust will remain constant.

And in a world where travellers are discovering brands everywhere from TikTok to Reddit to AI-generated itineraries, PR is what ensures your brand is not just visible, but credible.

As AI takes over discovery and decision-making, trust becomes the primary differentiator and PR is the strategy that builds it.