Published by Sue Johns-Chapman
Published Date 27.05.2026 
Skyscanner is a global travel leader, helping travellers plan and book their trips with ease and confidence. Every month, Skyscanner connects millions of travellers in 180 countries and 41 languages to more than 1200 trusted travel partners so they can find the best flight, hotel, car hire or package holiday options.
We’ve been shortlisted for four UK Content Awards this year. We’re really proud of these nominations and what this means for the team. It really reflects the quality, collaboration and creativity that goes into producing strong content at scale.
Learn more about our nominations:
Travel/Leisure Campaign of the Year
Skyscanner & Accidentally Wes Anderson – An Italian Adventure
Our first campaign with Accidentally Wes Anderson showcased inspirational storytelling with a focus on Italy as a perfect destination. This project was led by our Content Strategists Amy Robertson and Noelia Gunion, in collaboration with our Brand Marketing team, including Brand Designer Matthew Swift.
Combining Skyscanner’s travel insights with Accidentally Wes Anderson’s distinctive identity, we crafted the campaign, blended editorial content, beautiful creative and social storytelling to inspire travellers emotionally while driving engagement.
The collaboration showcases Skyscanner as a source of travel inspiration and discovery. The campaign generated more than 348,000 sessions, 6.4 million cross-channel impressions and Accidentally Wes Anderson’s most-liked Instagram post of 2025.
Best Use of AI
Driving in City – Scaling AI-generated travel content across 100 cities to increase SEO visibility with zero conversion loss
A true partnership between SEO Content Design, Bethany Tourish, and Localisation Manager Antonella Alterio, our Driving in City content across 100 global car hire SEO landing pages, uses AI for smart scaling at a destination-specific level.
Using a combination of AI-generated drafts, thoughtful content design, AI-supported localisation and targeted human review, the team created practical travel guidance designed to improve both SEO visibility and traveller confidence.
The initiative transformed traditionally transactional landing pages into richer informational resources without negatively impacting conversion performance. The project achieved measurable ranking improvements across multiple international markets while reducing manual content production effort by more than 95%.
Best Use of AI
The Content Bandit – An AI engine that increased CRM CTR by 164%
“The Content Bandit” is an AI-powered content optimisation system designed by Senior Content Designer, Stephanie Clarke, to improve how Skyscanner generates and tests push notification messaging at scale. Built using a multi-agent approach, the system combines behavioural psychology, experimentation history, audience segmentation and AI-generated content variants to continuously learn and improve performance.
Rather than replacing creative strategy, the project was designed to remove repetitive manual work while keeping human oversight central to quality and decision-making. The system increased CRM click-through rates by 164% while enabling the team to generate more than 600% additional content variants.
Best Use of Research
Package holidays – How behavioural content increased package conversions with zero media spend
This project explored how behavioural content could increase traveller confidence in our package holiday offerings without creating additional sales pressure. Through moderated testing, international interviews and live experimentation, Principal User Researcher Antony Cousins uncovered that travellers were less concerned about price and more anxious about losing flexibility and control. Using these insights, Senior Content Design Manager, Josh Thomson, developed and tested messaging designed to position packages as a convenient option rather than a restrictive one.
The winning content approach increased banner clicks by 32%, delivered an all-time high in package redirects and contributed an estimated £848,500 in annual revenue growth.
The Skyscanner Content Team
The work of the content team at Skyscanner is evidence-led, scalable, creative and more deeply connected to traveller needs. These nominations also reflect the collaboration between content designers, content strategists, editorial, researchers, localisation specialists and brand and product designers across the business.
One of the most rewarding aspects of the recognition is that it validates approaches that prioritise traveller confidence and usefulness, rather than simply chasing short-term metrics. As a team, we are incredibly proud to see work recognised across such a wide range of categories, particularly in an industry evolving as quickly as travel and AI-powered content. We are honoured to be shortlisted alongside so many innovative teams across the industry and look forward to celebrating the work recognised at this year’s awards.
“As the Content Operations Manager, I am thrilled to have played a part in encouraging our team to submit our work for these awards. It has been an incredibly uplifting experience, boosting team morale and ensuring that our hard work receives the recognition it deserves. I wholeheartedly recommend that everyone embrace this opportunity and encourage their teams to do the same.” Nicola Wilson
