Travel & Tourism brands excel in influencer marketing through creativity, authenticity and strategic partnerships. Discover the top 100 Travel & Tourism brands on Instagram in the UK and across Europe, ranked by Earned Media Value (EMV).
In the first half of 2026, UK travel & hospitality brands compete on scale, content consistency and sharp creator strategy. Tour operators and OTAs lead the overall conversation, with TUI jumping to first place ahead of Airbnb and Jet2, while Wizz Air dominates airlines through sheer consistency. P&O Cruises tops hotels & accommodation, National Trust keeps its lead in attractions & experiences, and Visit England holds the top spot among tourism boards & destinations. Taken as a whole, the UK picture shows a clear split between scale and specialism: global names dominate through reach and recognition, while smaller, destination-led brands win through relevance and engagement. This report breaks down how each segment performs on Instagram, and what these shifts mean for influence strategy going forward.
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