PR, AI, and the Future of Travel Discovery: Why Authority Matters More Than Ever
There’s a major shift happening in the way travellers discover destinations, experiences, and brands, and most of the industry hasn’t caught up yet.
For the first time, travellers are bypassing Google and going straight to AI.
Instead of typing:
“Best surf retreats”
“Luxury safari operators”
“Where to go in 2026”
“Which Maldives island is best for diving?”
They’re asking ChatGPT, Gemini, Perplexity, and other AI tools to give them personalised recommendations instantly.
And here’s the part most brands don’t realise: AI is not making this stuff up.
AI is not ranking websites the same way Google does.
AI is ranking authority.
And that shift has put public relations - real, earned, meaningful PR - at the center of modern travel discovery.
At Roam Generation, we’ve been watching this trend evolve in real time. And the results are clear:
The brands that show up in AI recommendations are the brands with strong earned media footprints.
Let’s break down how this works.
How LLMs Actually Make Recommendations
AI doesn’t “make up” answers.
It doesn’t invent lists or create expertise out of thin air.
Large language models (LLMs) such as ChatGPT pull from sources they consider credible, including:
Top-tier editorial articles
Authoritative listicles
High domain authority publications
Human-written expert reviews
Travel guides and roundups
Wikipedia and reputable databases
Founder interviews and thought leadership
White papers and research
In other words:
AI trusts what credible journalists say about you - not what you say about yourself.
Not the claims you make on your website.
Not the ads you pay for.
Not the sponsored pieces you place.
LLMs prioritise independent, authoritative, human-written content.
Which is exactly why earned media matters now more than ever.
AI Is Not SEO
For years, brands focused on SEO to get found.
And SEO still matters - but not for AI.
Here’s the difference:
**Google rewards optimisation.
AI rewards authority.**
SEO helps Google find you.
PR makes AI trust you.
If a brand has:
Little editorial coverage
No authoritative mentions
No expert positioning
No high-DA visibility
…then LLMs simply don’t have the material they need to recommend that brand.
You can’t buy your way into AI outputs.
You earn your way in.
PR Is Now the Credibility Engine Behind AI
When someone asks an AI model:
“Where should I go in Costa Rica?”
“Best surf camps in Central America?”
“Which safari brand is most reputable for families?”
LLMs scan authoritative sources for patterns.
If your brand appears consistently in:
Travel + Leisure
AFAR
Outside
Condé Nast Traveler
Nat Geo
Forbes
Business Insider
…you get recommended.
If you don’t, you won’t.
It’s that simple.
And this is why the work we do today will have an impact for years.
Earned media compounds.
It builds long-term authority that AI will continue to draw from.
SEO + PR: The New Discovery Duo
SEO and PR are not competitors.
They’re complementary:
SEO helps you rank on Google
PR helps you surface in AI
Together, they strengthen brand visibility across the full discovery landscape. And PR helps with both!
But only PR creates the human credibility signals that AI values.
Why This Matters for Travel, Adventure & Lifestyle Brands
Travel is one of the top categories people ask AI about.
That means:
Retreats
Safari companies
Adventure operators
Tour companies
Hotels
Surf camps
Sailing academies
Travel agencies
…are all now judged based on their earned media footprint.
If a brand wants to show up in ChatGPT’s recommendations, the path is clear:
**Secure credible earned media.
Build authority.
Stay consistent.
Let PR feed the AI engine.**
This is where Roam Generation excels, and why our clients are already benefiting from this shift.
The Bottom Line: PR Is More Valuable Than Ever
AI has changed the discovery game.
But it hasn’t changed the core truth:
Authority still wins.
And PR remains the most powerful way to build that authority.
If your brand wants to:
Rank in AI recommendations
Build long-term trust
Shape how travellers discover you
Strengthen your digital presence for years to come
Your earned media footprint is now just as important as your website, if not more.
And the sooner brands understand this, the bigger their advantage will be.
By Erin Carey
Erin Carey is the founder and CEO of Roam Generation, a PR agency specializing in travel, adventure, and lifestyle brands. Together with her team, she helps global clients secure top-tier media coverage, build authority, and increase visibility across both traditional and AI-driven platforms. Roam Generation’s work has been featured in leading publications such as Travel + Leisure, Lonely Planet, Condé Nast Traveler, Forbes, and National Geographic. Erin and her team are passionate about storytelling that connects brands with audiences authentically and effectively.
