Five reasons why travel brands should keep investing in PR and influencer marketing to boost their visibility on AI platforms

For years, online visibility was all about Google. Ranking high in search results meant attracting more visitors to your website. Today, however, the landscape is changing rapidly. More and more travellers are turning directly to AI platforms such as ChatGPT, Claude and Gemini for travel inspiration and advice.

Questions like "Where should I go for an active family holiday?" or "Which ski resorts are easily accessible by train?" are increasingly answered by AI before users even click on a website.

This shift has major implications for destinations, tourism boards and travel companies. The question is no longer simply how to rank well in search engines, but how to become part of the answers AI generates.

The answer lies in something PR professionals have always believed in: building credibility through trusted, independent sources.

1. AI Doesn't Rely Solely on Your Website

Many marketers continue to focus heavily on SEO and website content. While these remain essential, AI looks much further. Large language models gather information from thousands of external sources, including news articles, travel magazines, blogs, expert interviews, reviews, podcasts and authoritative websites. The more often your destination or travel brand appears across these trusted sources, the more likely AI is to reference or recommend it.

A feature in a respected travel publication now creates value far beyond its readership—it also strengthens your digital footprint for AI.

2. Independent Media Build Trust—For People and AI

Not every source carries the same weight. AI systems increasingly recognise signals of authority and credibility. Recommendations from journalists, respected travel magazines or recognised experts generally carry more influence than purely promotional content.

That is precisely where PR delivers its greatest value. Earning coverage through independent media doesn't just build consumer trust—it also increases the likelihood of becoming part of AI-generated recommendations.

3. Influencers Create Authentic Content AI Can Understand

Influencer marketing is often associated with social media reach, but its impact extends much further. Many creators publish detailed blogs, destination guides, YouTube videos and long-form reviews that remain online for years. They answer the same questions travellers ask AI using natural, conversational language. This type of authentic, experience-based content aligns perfectly with how AI processes and connects information.

The richer the ecosystem of quality content surrounding your destination, the stronger the signals AI receives about your expertise and relevance.

4. Share of Voice Is Becoming More Important Than Ever

In traditional PR, Share of Voice measures how visible a brand is compared to its competitors. In the AI era, this concept becomes even more valuable. When dozens of trusted sources consistently associate a destination with cycling holidays, sustainable tourism or family travel, AI begins to recognise these connections and is more likely to recommend that destination when users ask related questions.

In other words, today's media visibility increasingly shapes tomorrow's AI visibility.

5. PR Content Continues Delivering Value for Years

Advertising campaigns stop generating impact the moment the budget runs out. Earned media, editorial coverage and influencer content often remain online for years, continuing to be discovered by both search engines and AI platforms.

Every quality publication therefore becomes a long-term investment—not only for SEO but also for what many experts now call Generative Engine Optimization (GEO) or AI Visibility.

Conclusion

AI is transforming how travellers search for inspiration. Yet one principle remains unchanged: Credible stories create lasting visibility.

Brands that invest today in quality media relations, influencer collaborations and independent editorial coverage are not only strengthening their reputation—they are also increasing their chances of being recommended by the AI assistants that will shape tomorrow's travel decisions.

The real question is no longer: "Should I invest less in PR and influencer marketing now that AI is becoming increasingly important?" Instead, it should be: "How can I make my PR and influencer marketing efforts work even harder to increase my visibility on AI platforms?"

That's exactly the kind of conversation we enjoy having at Thx.agency. Curious to explore the opportunities for your brand or destination? We'd be happy to brainstorm with you.

Feel free to get in touch with jo@thx.agency