News Australia puts trust before AI in travel push

Travel marketers are being urged to win consumers before they hit search, as AI increasingly reshapes how Australians plan their holidays.

News Australia’s Beyond'27 Travel showcase on Wednesday highlighted why publishers, airlines and retailers need to build memory, trust and confidence earlier in the journey before AI enters the decision-making process.

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AI is compressing the travel funnel

Leigh Lavery, General Manager of The Growth Distillery, took attendees through the insights and trends reshaping the travel industry. He noted that travel beyond 2027 is not a demand story but a confidence story, with Australians cautious about their decisions, particularly as AI changes discovery.

He said: “Travellers are asking not just where to go but what and who to believe. AI is making planning easier without making it more believable, so confidence is built in trusted environments and through human perspective.

Research by The Growth Distillery found that 60% of Australians would consider using AI for travel, 38% for researching, 22% for evaluating. It also noted that only 15% turn to AI when dreaming of their next trip, leaving that moment open for brands to win.

“That first spark, the moment the destination hits it in someone's head, is the stage AI has impacted the least. The more the middle gets automated, the more it matters to be remembered before the prompt is ever typed.”

News Australia bets on trusted travel content

News Australia is responding to the changing journey by bringing together its major travel brands, including Escape, news.com.au, Travel + Luxury and The Australian, to connect its brands with more than six million Australians every month.

This unified network of trusted titles combines reach with human expertise to drive consumer booking confidence before the search begins.

Kerrie McCallum, News Australia’s Head of Travel, Food & Health at News Corp Australia, said: “An algorithm can map out an itinerary, but it takes a trusted expert to tell you if a destination is truly worth booking.

She noted travellers want clear judgment and real authority, with technology enhancing how information is delivered while human expertise provides confidence to act.

The expanded travel suite includes bringing Escape directly into news.com.au, interactive upgrades to Ask Skye, a refreshed Travel + Luxury offering, a new quarterly Platinum Escape magazine, six major content features across every day and luxury titles, and a single commercial access to a global private marketplace of titles including The Wall Street Journal, New York Post and The Sun.

Putting a premium on provenance

Speaking to Mediaweek after the presentation, News Australia Client Partnerships National Head of Travel, Emily Ross, said the evolution of AI made verified, credible editorial content increasingly important

“We're trying to bring that fusion of AI and credible editorial content together and support the travel planning journey. It's not about taking away that booking; it's about having a more informed traveller that then goes to our partners to book directly.”

Ross also highlighted News Australia’s “three moves that win”: making provenance a media strategy, investing in audiences that don't buy from you, and becoming known before that planning journey.

Clients see opportunity beyond performance

For Matthew Jones, Digital Director for Viking Cruises, what stood out was News’ shift toward AI and how the marketing exchange is becoming a value proposition for customers moving forward.

He told Mediaweek: “Having the opportunity to advertise within brands and have a more brand-focused engagement for trust, I think makes sense.”

Kate Flynn, Senior Brand and Marketing Manager for APT, welcomed the News’ streamlined opportunities to reach the ideal customer.

On AI, Flynn told Mediaweek: “I think there's that whole discussion around mistrust, but if we can make sure the quality of the AI information is one that can be trusted, that's where it'll become more powerful.”