Rachel O'Connor
28 Feb 2026
The latest Travel Weekly Insight Report 2026 offers strong data for communications and PR teams, especially in the face of rising uncertainty, shifting consumer demand and the growing impact of climate change. The report provides valuable insight and analysis across the wider market, giving plenty of fodder for thoughtful stories, angles and brand building opportunities.
Top takeouts for Comms & PR teams
Travel remains essential, but confidence is fragile
People still intend to travel, even as they worry about costs and job security. Uncertainty, coupled with demand and desire, gives brands opportunities to engage, strengthen and start conversations with clarity, reassurance and practical guidance. Media are already looking for expert voices who can explain what this means for travellers.
Transparency becomes a defining theme
With the CMA tightening rules on pricing and disclosure, there’s a clear opening for brands that want to lead on honesty and simplicity. Communications that highlight full transparency — no hidden costs, no pricing shocks — will build trust and engagement. This is a strong PR platform: helping travellers understand what “total price” really means in 2026, and why transparency matters more than ever.
Climate and overtourism are now mainstream concerns
More than half of travellers say they’re worried about heat, and just as many would change plans due to overtourism. This is no longer a niche sustainability conversation — it’s a consumer behaviour story. Brands that can offer alternatives, guidance and responsible choices will find a receptive media audience. Opportunities for expertise and authority are clear.
Off peak travel is becoming the norm
Three in five travellers plan to avoid peak season, driven by cost, climate and crowding. This mirrors what journalists highlighted at the brilliant TravMedia Travel Editors Trends predictions for 2026 earlier this year. They’re actively seeking commentary and stories from brands that can offer new twists on traditional favourites, completely new places, and ways to explore at different times of year or in lesser known destinations.
AI is influencing research, but human reassurance still matters
Travellers are experimenting with AI for inspiration, but more than half still prefer to speak to a person when booking. Travel agents, customer service and expertise still matter. This is a powerful narrative for brands built on knowledge, service and reassurance.
The Travel Weekly Insight Report 2026 arrives at a moment when the travel industry is both resilient and under pressure. Demand is strong, yet travellers are more cautious, more climate aware and more focused on value than at any point in recent years.
Download the full report here: The full report is well worth reading: