Travelling with pets is no longer a niche behaviour. Over the past year, interest in pet travel has grown by 13%, with a further 10% increase forecast for next year, based on five years of steady growth. Travellers are increasingly treating pets as part of the family, and they expect travel providers to do the same.
This shift is already influencing how people plan, book and share their experiences. From airlines and hotels to tour operators and tourism boards, the industry is gradually adapting. But there is still a significant gap in how many brands communicate and cater to this audience.
Pets Are Now Part of the Journey
More people are planning trips that include their pets, and they want the experience to feel seamless rather than stressful. This has led to a rise in searches for pet policies, particularly with airlines like Delta, Qantas, Emirates and Virgin Australia. Travellers want to know the rules, but they also want reassurance that their pets will be safe and comfortable.
This trend is especially strong in Australia and New Zealand, where, relative to population size, there is a higher proportion of people researching pet travel. It is also being driven by younger generations who are adopting pets in large numbers and bringing them along on more types of trips, from weekend breaks to international holidays.
Search data shows clear intent, but social media is where this audience is most engaged. Users interested in pet travel are more active on Instagram, Facebook and TikTok, using these platforms for inspiration and planning. This should influence not only where travel brands share content, but also how it is presented. Short-form video, authentic stories and visual clarity are key.
How Travel Brands Can Adapt Their Messaging
If you are a travel company looking to connect with this growing audience, the first step is to stop treating pet travel as an afterthought.
Content and messaging should be part of a broader travel SEO strategy that serves a range of user needs, not just high-volume keywords. Pet travellers often have very specific questions that don’t show up on traditional keyword lists but are highly valuable in decision-making.
1. Make Pet Policies Clear and Accessible
Create a dedicated section on your website that answers common questions such as weight limits, carrier guidelines, fees, breed restrictions, documentation and where pets are allowed.
These pages can target long-tail searches while also supporting broader informational needs. Use schema markup where appropriate to improve visibility in search results, and ensure content is structured clearly for users who skim.
2. Use Supportive, Welcoming Language
Avoid making your pet policy sound like a legal disclaimer. Instead, adopt a tone that is helpful and empathetic. This supports your brand tone of voice and improves user experience signals, which are increasingly important in travel SEO.
Google is better at understanding content intent, so writing clearly and helpfully can be just as important as keyword placement.
3. Highlight Pet Perks in Your Marketing
If you offer pet beds, pet-friendly rooms or treats at check-in, say so early in the customer journey. These details should be reflected in on-page copy, meta descriptions and featured snippets.
Optimise for questions users are likely to ask, such as “Which hotels in Sydney allow dogs?” or “Are pets allowed in airport lounges?”. Matching your content to the real needs of travellers helps you reach niche but high-converting segments.
4. Be Visual and Relatable
Use photos and videos that show pets enjoying your services, whether in hotel rooms, during flights or in outdoor spaces.
Visual content also improves engagement and time-on-page metrics that indirectly support SEO performance. Include alt text and structured data for media content to make these assets discoverable across Google Images and other visual search experiences.
5. Personalise Messaging Where Possible
Segment email lists or loyalty members who have previously shown interest in pet travel. Send them tailored content or seasonal promotions. Personalised content can feed into remarketing and internal linking strategies.
Think beyond static landing pages, create dynamic content modules that adapt to user preferences can serve both brand and SEO goals by keeping content fresh and relevant.
Pet travellers are highly active on Instagram, TikTok and Facebook.
These platforms are not direct SEO drivers but they influence visibility, sharing and backlinks — all of which feed into a successful travel SEO strategy. Create content designed to be shared and linked to, such as useful guides, checklists, or “top pet-friendly destinations” features.
7. Tell the Stories Behind the Journeys
Feature stories about pets who have travelled far, reunited with their owners or been treated as valued guests. These narratives can become evergreen content that attracts links, social engagement and long-tail search traffic. Avoid focusing only on keywords like “pet travel tips”.
Ready to kick off your SEO strategy but not sure how to begin? SEO is what we do best. We’ve helped countless travel brands achieve impressive results, and we’d love to help you do the same. Get in touch, and let’s see if we can help you elevate your SEO and AI presence.