UK Travel Marketers Predict Budget Increases in Run up to 2026 Holiday Season

Mar. 30, 2026

Almost 80% of UK Travel & Tourism marketers expect revenue growth and more than two-thirds expect budgets increases in the coming months, despite concerns over economic and geopolitical uncertainty, according to data from performance marketing agency Impression. 

Impression surveyed 1,000 UK marketing professionals in the Travel & Tourism industry, spanning roles from middle management to C-level across a range of organisations. The research found that:

Marketers feeling optimistic

Despite challenges including high inflation and geopolitical uncertainties, UK Travel & Tourism marketers remain largely positive as they look towards 2026. 64% expect to increase their marketing budget over the next twelve months, while 78% forecast revenue growth. 

Marketers also feel optimistic about the growing role of AI in their industry, with initial fears around the impact of AI Overviews proving unfounded. In fact, 67% of Travel & Tourism businesses say they have seen a positive impact on organic search traffic from AI search. 

Mikey Emery, Chief Commercial Officer at Impression said:

“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.”

 

AI yet to replace human talent

Despite Travel & Tourism marketers increasingly embracing AI across their operations, including content creation, almost two thirds (64%) of Travel & Tourism brands still intend to expand their internal marketing teams in 2029. Furthermore, 29% say that growing their teams will be key to success over the next twelve months, whilst finding the right talent and skills was also the second biggest concern for Travel and Tourism marketers in 2026.

Emery said:

“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.”

 

Social and influencers still king

As LLMs and AI Overviews increasingly surface and prioritise real-world, experience-led content, influencer marketing remains a key strategy for Travel & Tourism brands. Nearly two-thirds (63%) of marketers are already employing influencer marketing, with a further 22% planning to do so in the next 12 months. Furthermore, 59% of marketers plan to build or retain loyalty through social media in 2026, and 27% say organic social will be their key revenue driver over the coming year.

Hannah Craig, Director, Head of PR & Social, at Impression said:

“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."

 

Impression’s full Travel & Tourism Landscape 2026 report is available here.