Marketing Trends to Watch in 2026

Heading into 2026, traveler expectations and their digital habits are shifting rapidly. This means it’s vital for group travel professionals to not only know what these shifts are, but understand them in order to meet the moment with their own marketing and strategies.

We looked to Meltwater’s Marketing Trends to Watch in 2026 to learn exactly what to expect. This research identifies emerging behaviors and media patterns that will shape how brands build awareness, earn trust, and influence trip decisions in the year ahead. Group travel professionals can use these trends as a roadmap for stronger engagement and more effective storytelling.

SOCIAL SEARCH IS NOW A PRIMARY DISCOVERY CHANNEL

Travelers—especially younger demographics—are increasingly using TikTok, YouTube, and Reddit instead of Google when researching destinations and experiences. Meltwater cites Forbes research showing 24% of people already prefer social platforms over traditional search for answers. Being discoverable on social now matters as much as ranking well on search engines. Knowing this, group travel professionals should consider:

• Creating short videos that answer common questions (“What’s the best season for group travel to ___?”).
• Using keyword-rich captions and Q&A-style content.
• Designing playlists or pinned posts that mirror what travelers would normally “Google.”

REDDIT’S INFLUENCE ON TRAVEL DECISIONS IS SURGING

Reddit has become a major driver of traveler sentiment, boasting six billion monthly visits, according to Meltwater’s 2025 Global Digital Overview. Niche subreddits—from cruise travel to national parks to student trips—play a major role in shaping consideration long before travelers or planners contact an operator or advisor. Ignoring Reddit means missing some of the most honest (and influential) conversations happening about travel in 2026. Opportunity for group travel professionals can be found in:

• Tracking which subreddits influence your destination or niche.
• Understanding organic traveler conversations.
• Engaging authentically (avoiding being sales-forward).

VIDEO DOMINATES EVERY STAGE OF THE JOURNEY

Meltwater’s 2026 Global Digital Overview shows YouTube as the world’s most-used social platform and TikTok as the leader in engagement. The implication is clear: video must move from “nice to have” to the “foundation” in travel marketing. Short-form clips are shown to be ideal for discovery, while longer videos and livestreams help travelers understand what the group experience actually feels like. Travel is emotional! Video is the most efficient way to showcase that. Consider:

• An series featuring behind-the-scenes tours.
• Short-form “myth-busting” videos about destinations.
• Livestream Q&As for planners and group leaders.

CONSUMERS EXPECT MULTI-PLATFORM EXPERIENCES

The average person now uses nearly seven platforms per month, according to Meltwater. That means no single channel can carry a campaign. Instead, group travel professionals must ensure consistent storytelling across Instagram, TikTok, YouTube, Threads, and email—while tailoring content to each platform’s culture. The brands and companies that win attention, according to the report, will be those that understand how travelers move fluidly from one platform to another. For group travel, this may include:

• Itinerary teasers on Instagram.
• Deep-dive destination videos on YouTube.
• Humor or trend-driven videos on TikTok.
• Real-time updates and customer engagement on Threads or Facebook.

TREND-SHAPING BEATS TRENDJACKING

Meltwater notes that audiences—especially Gen Z—are losing interest in brands that only respond to trending moments. Instead, the most successful brands will be those that create culture, not just follow it. For group travel, this could mean spotlighting unique trip moments, traveler reactions, behind-the-scenes stories, and unexpected perspectives that others want to share or imitate.

CURIOUS ABOUT DIGITAL MARKETING?

If increasing digital marketing is on your radar for 2026, consider bringing in the pros to help ensure your success in the coming year and beyond. Serendipity Media, publisher of Groups Today, is uniquely positioned to not only understand the travel industry and the needs of its professionals, but is also at the forefront of the freshest digital marketing opportunities to give your company or brand the leg up it deserves.

Courtesy of Groups Today.