As AI platforms like ChatGPT increasingly summarise brands directly within search results, travel and adventure companies face a new reputation reality. Unlike traditional search engines, AI generates a single, synthesised narrative based on earned media, reviews, editorial coverage, and third-party authority signals. For experiential travel brands operating in high-trust categories, this shift makes strategic PR more than visibility - it becomes protective infrastructure. In the AI era, authority, founder thought leadership, and consistent media coverage directly influence how your brand is interpreted and recommended. This article explores how AI search is reshaping travel discovery, why earned media now functions as reputation insurance, and what travel, adventure, and lifestyle brands must do to ensure AI-generated summaries reflect the positioning they have intentionally built.