Save the date!
MKGO 19th March 2022
Speakers, booze and food, say no more.
Speakers, booze and food, say no more.
MAKE
THE
NEWS.
Partner with one of the UK’s first travel digital PR agencies - shaping the industry from day one.
Putting your brand at the heart of the travel conversation,
Travel and tourism has changed monumentally over the years. Online holiday search didn’t start with Google. Travel platforms such as Expedia existed before the tech giant launched, and since then the landscape has continually evolved. New search tools, social platforms and - most recently - AI have fundamentally changed how travellers research, discover and book their trips.
ABTA’s Holiday Habits 2025-26 report highlighted that almost a fifth of young adults now use AI to design their holiday, and almost two in five would be confident in letting an AI assistant book for them. This is only predicted to rise.Â
The online travel industry is predicted to grow over the next 10 years, however it’s an industry renowned for its competitiveness. To capitalise on this growth, building brand visibility and topical authority through consistently earning quality, relevant links and brand mentions is going to be paramount, to help brands show up in both traditional search and generative AI.
Not ready to talk yet? Check out our credentials deck.
A results-driven approach to Digital PR
The travel industry moves so fast that you need your Digital PR partner to have their finger on the pulse too.
Our team regularly carries out a competitor audit, monitoring for up and coming challengers in the space, alongside a media landscape review to determine where you should be targeting and how in order to compete in your own travel niche.
This analysis accompanies insight from our team’s experience in the travel industry, SEO intelligence, brand understanding and knowledge of the target audience and real-world trends to underpin all digital PR strategy decisions - and our storytelling ideas.
Just like traditional PR, we prioritise activity and stories that align closely to the brand and target audience - to drive relevancy and ultimately, business growth.
Think of it as mapping your stories’ journey - reaching the right media, engaging your audience, enhancing site relevance, earning meaningful coverage, and bringing in traffic that counts.
Journalists are more likely to cover (and link) to stories which are relevant to the brand too.
The travel landscape moves fast, and so your digital PR partner needs to too.
We know the travel landscape is dynamic, and reactive opportunities can come in thick and fast in peak season. Therefore we’re agile to make sure we’re working on the right thing at the right time to drive the best results.
This could mean postponing a big campaign to focus on more reactive commentary work, having the conversation with you and updating our roadmaps to showcase this change.
The digital PR team here at Aira manages everything from end-to-end - with as much or as little collaboration as you’d like to have. We know everyone is different!
We start with your objectives, brand and audit insights, to set the strategy. These are then used to inform ideation.Â
Once approved, the team manages production including drafting any on-site copy, managing creation of designs, and packaging everything up for approval. Alongside this, the team will run an ‘always on’ press office, outreaching to secure coverage, before reporting on performance.
Whether that’s your internal SEO team, or if you’re using ours, all of our work is rooted in the SEO strategy to ensure we’re leveraging the most impact from our work.
This ensures any content is fully optimised, and we’re driving authority signals from coverage to the right places, to drive impact where it’s needed most.
We’ve also got plenty of experience collaborating with other teams to maximise exposure to stories, where relevant. For example with email marketing or social teams.
We work with you to focus on aligning measurement to what you care about most - which we know will be bookings or sales.
Reporting and measurement has always been a challenge in PR. Whilst we have lead metrics to determine initial success (in the name of coverage and links), we always look to go beyond this, to look at the metrics more closely aligned to business growth, and therefore those that matter to you, your stakeholders and the business.
We work with you to connect the dots between coverage, changes in rankings, AIOs and LLM features, traffic… and the stuff you actually care about: bookings or sales.
Reporting is not a singular event—it's an ongoing, two-way discussion throughout our partnership.
Whether it’s tour operators or travel tech, our tailored PR approach
Take a look at some of our travel case studies below.
You know you’re curious.
A great process sets the route -
