On Thursday, July 16, 2026, the great and the good of the travel marketing industry gathered at the London Marriott Hotel Grosvenor Square. Organised by the Travel Marketing Group (TMG), the 2026 Travel Marketing Awards delivered an unforgettable evening. With television personality and Strictly Come Dancing judge Anton Du Beke hosting the gala, the room was buzzing with high energy, celebration, and a deep appreciation for the creativity driving our sector forward.
The awards serve as a vital benchmark for the industry, highlighting the campaigns, teams, and individuals who are successfully navigating an increasingly complex consumer landscape. This year, the winning entries didn’t just look beautiful; they demonstrated profound strategic shifts, showing how modern travel brands are rethinking their approaches to reach audiences.
Here are the key trends and major highlights that defined the 2026 Travel Marketing Awards.
The Triumph of Agility and Localised Charm
Perhaps the biggest talking point of the evening was the dramatic shift in how destinations are winning over audiences. In the Destination Brand of the Year category, it wasn’t the biggest budget that took home the gold. Instead, VisitGuernsey pulled off a magnificent David-versus-Goliath upset, beating massive global competitors—including Visit California—to secure the top honour. VisitGuernsey also secured the award for Best Website.
This victory was widely cited by industry analysts as proof that agility, localised charm, and a highly responsive digital platform can outmanoeuvre massive, traditional marketing budgets. In 2026, travellers are craving authenticity and seamless digital experiences. VisitGuernsey proved that regional tourism boards can punch well above their weight by delivering highly targeted, culturally resonant messaging coupled with a frictionless user journey.
The Rise of Hyper-Personalised Storytelling
The travel industry has long relied on aspirational but often generic imagery—sweeping drone shots of pristine beaches or perfectly staged sunset dinners. The 2026 awards signalled a definitive move away from this trope, championing hyper-personalised, character-driven narratives instead.
A prime example was the TV / Streaming Advertising category winner: Oliver’s Travels, in partnership with Accord Marketing, for their brilliant “Why Do Ordinary” campaign. By intentionally spotlighting quirky, highly distinct travel profiles—ranging from “knights” to “mimes”—the campaign championed unexpected holiday styles. It was a masterclass in using humour and hyper-targeted storytelling to connect with consumers on a personal level. Brands are realising that leaning into unique character profiles generates significantly more engagement than one-size-fits-all aspiration.
Modern PR: Merging Creativity with Digital ROI
Another prominent theme was the evolution of Public Relations into a highly measurable, SEO-driven discipline. Boutique agencies demonstrated exceptional Return on Investment by blending traditional creative PR with modern digital metrics.
Propellernet’s work for Inghams Ski, the “World’s Softest Snow” initiative, won the highly competitive Best PR Campaign (Up to £40k). The campaign was praised by the judging panel for flawlessly integrating high-authority editorial coverage with active digital backlinks. It proved that today’s most successful PR campaigns don’t just generate buzz; they tangibly improve organic search visibility and drive direct commercial impact.
Consistent Excellence and Industry Hat-Tricks
While agile agencies and regional boards made headlines, the industry’s major players also demonstrated their enduring creative strength. The TUI Group had a stellar night, taking home Gold for Best Creative Campaign with its “Happy Bags” initiative, and also securing PR Team of the Year.
Meanwhile, Accord Marketing celebrated a spectacular hat-trick. Alongside their TV/Streaming win with Oliver’s Travels, Accord won the Out of Home (OOH) Campaign award for their work with Sandals Resorts (Unique Vacations UK), and celebrated internal talent as Dominic Dennis was named Rising Star of the Year.
Other major campaigns recognised on the night with gold, silver, or category wins included exceptional entries from P&O Cruises, Great Western Railway (GWR), Wavemaker UK (Southport), loveholidays, KEMOSABE, JHET Ltd (who won Travel Brand Platform for their Audley Travel collaboration), and the Taiwan Tourism Administration.
Looking Ahead
The Travel Marketing Awards 2026 provided a masterclass in how to capture attention and drive real commercial value in a crowded market. As we celebrate the winners, the lessons from the evening are clear: embrace character-driven storytelling, integrate your PR and SEO strategies, and never underestimate the power of an agile, localised approach.
Congratulations to all the winners and finalists.
You can view the full 2026 Winners List here.