UK travel marketers increase budgets for 2026

UK travel and tourism marketers are preparing for increased investment ahead of the 2026 holiday season, with most expecting both revenue growth and larger budgets despite ongoing economic uncertainty, according to research from Impression.

The agency surveyed 1,000 UK marketing professionals and found that 78 percent anticipate revenue growth, while 64 percent expect their marketing budgets to rise over the next 12 months.

Optimism holds despite market pressures

The findings point to continued confidence across the sector, even as inflation and geopolitical instability affect global travel patterns. Marketers are also reporting positive outcomes from the growing role of artificial intelligence in search and discovery.

Sixty-seven percent of respondents said AI-driven search has had a positive impact on organic traffic, suggesting early concerns about disruption have eased.

Mikey Emery, Chief Commercial Officer: "Tough economic conditions and ongoing global conflicts have had a significant impact on travel patterns around the world. Nonetheless, the travel market remains resilient, adapting to these rapidly developing circumstances."

Hiring plans continue alongside AI adoption

Despite increased adoption of AI tools across areas such as content creation, many organisations are continuing to invest in talent. The research shows that 64 percent of travel and tourism brands plan to expand their marketing teams, highlighting the ongoing role of human expertise.

At the same time, 29 percent of marketers identified team growth as a priority for the year ahead, while access to skilled talent remains a key concern.

Mikey Emery: "AI might have become a core part of how marketers work, but brands clearly recognise the ongoing importance of having a talented team to harness this technology. Where AI drives efficiency and scale, humans elevate creativity and effectiveness. When used together, marketers are able to produce higher volumes of better-quality work that drives stronger performance, accelerates growth and increases the need for highly skilled people to lead, shape and deliver standout campaigns."

Influencer and social strategies gain importance

Influencer marketing continues to play a central role in travel campaigns, with 63 percent of marketers already using it and a further 22 percent planning to adopt it within the next year. Social media also remains a key channel, with 59 percent focusing on building or maintaining customer loyalty through these platforms.

Additionally, 27 percent of respondents expect organic social media to be a primary driver of revenue in the coming year.

Hannah Craig, Director, Head of PR and Social, Impression: "Travel marketing is often driven by enticing consumers with imagery that inspires. But when it comes to social media, engaging visuals won't be enough. Brands must remember that they're up against algorithms that reward unique, diversified content at scale, not just on social platforms, but increasingly within AI-powered search and discovery too. The challenge in 2026 will be for brands to think creatively about generating unique, platform-friendly campaigns and that's where influencers play a critical role, bringing fresh perspectives and producing the kind of authentic, varied content both social and AI systems favour."

The full report can be accessed here

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