Consumer confidence may be on a rollercoaster right now, but recovery does not mean a return to business as usual, writes Emily Ross, News Australia’s national head of travel.
The last five years have not just changed how Australians travel, it’s fundamentally changed how they make decisions.
Not long ago, McCrindle’s April 2026 snapshot on morale and behaviour outlined that consumer anxiety had reached historic highs, with uncertainty even higher than the peak of the pandemic. While recent months showed improvements, the latest dip proves that sentiment remains fragile and uncertain. The bigger question isn’t just when confidence will fully stabilise, but whether we are entering a new normal.
In fast-moving industries, “normal” rarely stands still. Few sectors have experienced more disruption over the past five years than travel and media. Both have been reshaped by rapid technological change, shifting consumer behaviours, economic uncertainty, and the rise of DIY. Consumers now have more access to information than ever before – they can plan, compare, book, publish, and share content with a few taps.
Yet, more information hasn’t always led to more confidence.
The conditions we operate in have changed
As choice has expanded, so too has the need for trusted expertise. Algorithms can surface recommendations, but they can’t replace lived experience. AI can summarise facts, but it can’t replicate the judgment that comes from years of professional knowledge.
We are already seeing the risks of overreliance on automation. Smartraveller’s July 2026 guidance on travel planning with AI makes that point clearly: AI-generated advice can be inaccurate, incomplete or out of date, and relying on it without checking can lead to costly mistakes, safety risks and problems with visas or local laws.
The same principle applies to media. Audiences are making the same judgment calls about content that travellers are making about travel advice and the standard they are applying is the same: is this trustworthy?
Whether it comes from a travel advisor with first-hand destination knowledge or a journalist with years of credibility behind them, human expertise still matters. In a world flooded with content, experience and trust have become more valuable, not less. That shift is already showing up in behaviour: The Growth Distillery and Lighthouse’s March 2026 travel update found that 2 in 5 travel agent users are more likely to use an agent in future, even after engaging with AI.
Travel and media have more in common than we often acknowledge. Both industries are built on trust, help people make informed decisions, connect people with experiences that matter, and depend on credibility to thrive.
Where do we go from here?
Now is the time to come together and advocate for our industry. It’s why at News Australia we have championed travel alongside industry bodies and why we recently launched Go for It – an editorial initiative designed to get Australians booking again. To date, we have published over 100 positive travel stories, generating more than 1.8 million page views and growing daily. In addition, we’re investing in the future with AI built exclusively to surface our tested, trialed, first-person editorial recommendations – elevating traditional AI and blending both technology and more importantly, expertise.
Industry-wide campaigns, shared forums, and stronger partnerships can help reinforce the value of experts while reminding consumers why credible guidance still matters. By connecting our industries and championing the people behind them, we can strengthen confidence across both sectors. That belief is at the heart of Beyond27, our upcoming industry showcase, bringing practical ideas, fresh thinking and actionable opportunities to help businesses grow.
Trust isn’t something we simply recover – it’s something we must continually earn. With the 2026 Edelman Trust Barometer: Brand Growth in an Insular World stating 88 per cent of buying decisions influenced by trust, that mandate is clearer than ever.
If this is our new normal, our greatest opportunity lies in doubling down on what technology cannot replace: human expertise, authentic experience, and trusted connections.
