Mid-Year Check-In: What’s Shaping Travel PR in 2025
As we move full speed through the mid-point of 2025 (can you believe it!), it’s a good time to reflect on what’s shaping PR in the travel and hospitality space, and where we are headed. As we saw at the recent Destinations International 2025 Annual Convention, the communications industry continues to evolve with travelers, media, and creators all craving something deeper, smarter, and more intentional – so where does that take us in PR?
From purpose-driven storytelling to AI-enhanced workflow, here are some of the key trends we’re seeing across our work with destinations, attractions, and resorts to help them achieve real impact.
Purpose-Driven Storytelling Is Leading the Narrative
Travelers are no longer just asking where to go – they’re asking why. Today’s audience is more intentional, and they want experiences that align with their values, connect them to communities, and leave them with a meaningful story to tell.
We’re seeing media increasingly gravitate toward narratives that spotlight:
- Sustainability and eco-tourism leadership
- Cultural preservation and heritage
- Community impact and inclusion
Some of the most powerful PR moments come from the most authentic stories. Whether it’s a Black-owned distillery reviving local history, a family-run oyster farm leading in sustainable aquaculture, or a small town quietly becoming a leader in eco-tourism, these are the kinds of headlines that don’t just earn coverage but inspire travel.
If you’re unsure where to start, we suggest turning to the voices within your destination. A simple Q&A with local chefs, artisans, outfitters, or historians can unearth incredible stories just waiting to be told.
Micro & Mission-Based Influencer Collaborations
Influencer marketing has matured – fast. In today’s PR landscape, it’s not about follower counts, it’s about fit. The best partnerships come from creators who have a defined niche, strong engagement, and values that align with your brand.
Social platforms like TikTok and Instagram are now central to the travel planning process. But short-term buzz isn’t enough. We’re seeing more impact and stronger ROI from long-term partnerships that build trust over time and deliver consistent, quality content.
For brands, this means moving beyond one-off influencer activations to nurture ongoing relationships with creators who feel like an organic extension of your destination’s image.
AI Search and Generative Engine Optimization (GEO)
This may be the biggest shift in how PR delivers value: the rise of AI-powered search.
Tools like Google’s SGE, ChatGPT, and Perplexity AI are changing the game. Instead of showing users a list of links, they deliver direct, AI-generated answers. These answers are pulled from structured content across the web – meaning, your destination needs to show up within those summaries.
Enter Generative Engine Optimization (GEO) aka Answer Engine Optimization (AEO). These emerging disciplines are about making sure your content, especially earned media, is discoverable and usable by Large Language Models (LLMs) as they curate reputable information related to your search.
Here’s how to improve visibility:
- Ensure consistency across your earned media, owned content, and messaging
- Share stories through reputable sources to build digital authority
- Use clear structure, relevant keywords, and trustworthy links
The reputation economy is here, and earned media is one of your best tools to gain authority and lift your brand up in this AI-first landscape.
Regional PR Is on the Rise
With economic uncertainty and global shifts influencing how and where people travel, regional getaways are in high demand. Think road trips, weekend escapes, and second cities that offer charm, value, and accessibility.
This trend gives destinations a big opportunity to stand out locally.
We recommend:
- Turning national headlines into hometown stories
- Pitching regional publications and drive-market media
- Highlighting the community personalities and small businesses that make the destination shine
Smart PR makes your destination feel both aspirational and attainable, and that’s exactly what travelers are craving right now.
PR, Content & Partnerships Are Converging
PR is more collaborative, integrated, and ROI-driven than ever. The most effective PR strategies now include content partnerships, paid-native opportunities, co-branded storytelling, and hybrid media relationships that cross into influencer and digital marketing territory.
With the fierce competition for earned media, treat those publicity pieces like the gold they are! Do these three simple things to exponentially maximize the impact of your messages:
- Tell a unified story. Coordinate messaging across departments, platforms, and campaigns to ensure consistency and amplify your brand voice.
- Connect PR with digital. Align media messages and keywords with your website, blog, and social channels. Keep your media room updated, and press releases easy to access.
- Maximize every media win. Earned coverage performs exceptionally well, so share it widely. Repurpose articles into blog posts, email content, and social assets to extend their reach and impact.
Great coverage doesn’t stop at the headline – it works harder when you make it part of your strategy.
The Future of Travel PR Is Intentional
The common thread through all these trends? Intentionality. Travelers want meaningful experiences. Media want stories that resonate. And your PR strategy must evolve to deliver both.
We’re proud to specialize in building strategies that blend storytelling, data, media, and a bit of that signature Pineapple creativity to help travel brands grow with purpose.
If you’re ready to elevate your destination’s story, optimize your presence in an AI-first world, and make a bigger impact in the second half of 2025 – we’re here for it.
Let’s start crafting your next chapter!