Why Authenticity Is the New Luxury in Travel Marketing.
The world is flooded with perfect pictures - and travellers no longer believe them.
A few years ago, a glowing turquoise beach photo would spark instant wanderlust. Today, it triggers doubt. Luxury travellers are scrolling through flawless visuals that look almost real, but not quite. The sand is too white, the water too luminous, the palm tree at an odd, algorithmic angle. In an era where AI tools can generate near-perfect images in seconds, a powerful question is reshaping travel marketing: Is it real?
This is not merely another passing trend; it is the single most important market shift of the last few years. The commercial opportunity lies not in competing with AI, but in leveraging human trust.
Our new report, Authenticity in Travel Marketing, explores how the world’s most forward-thinking travel brands are turning this challenge into a competitive advantage for 2026 and beyond.
As PIXI Co-Founder, Emma Squire, explains:
”As AI-generated content reshapes our industry it's more important than ever that travel brands are taking note and focussing on authenticity. PIXI is transforming the travel industry, ensuring you elevate your storytelling and build trust with your most important audiences - one real story at a time.”
In this exclusive report discover:
Why 88% of travellers prefer real, human-curated content
How authenticity drives up to 15% higher booking conversion rates
Why empowering Travel Designers is key to winning traveller trust