Are You Ready for 2026? Why Strategy Matters More Than Ever

Travel is heading into another tricky cycle. Costs are rising, budgets are tightening, and consumer confidence is doing that familiar dance between optimism and caution. None of this is new, but the way brands respond will separate the strong from the fragile in 2026.

What we’re seeing across the industry is simple. The brands with clarity will be fine. The brands still reacting week to week will struggle.

Being storm ready is not about being perfect. It is about being focused. It is about knowing exactly who you are, who you serve, and what you stand for. It is about keeping your marketing disciplined while everyone else panics.

Three themes stood out this year.

Clarity beats confidence
WTM was full of confidence. Big stands, big announcements and a lot of noise. But confidence is not strategy. The brands making the smartest moves are the ones asking tighter questions. What problem are we solving? Why are we different? What do we need to prioritise now, not next quarter?

Authenticity is no longer optional
Travellers are tired of polished sameness. They want brands with a point of view. Not louder messaging, just truer messaging. Brands who lean into who they really are will gain trust faster than those relying on generic claims.

AI is reshaping behaviour
The shift is bigger than content creation. AI is changing how people search, compare and make decisions. If your strategy still leans on the old funnel, you are optimising for a world that is disappearing.

If you want 2026 to be a year of momentum rather than uncertainty, start with a simple question. Are we storm ready or just hoping for calmer weather?

If you are not sure, take our Marketing Pulse Check. It gives you a clear score across strategy, audience insight, delivery discipline and performance. No jargon. No waffle. Just clarity.