Marketing never really sits still and sometimes it can be hard to keep up. Even for those of us working in marketing, it can be tough to cut through the noise. AI, shifting algorithms, new formats, and changing customer expectations. What worked two seasons ago already feels tired.
If you run a surf business, there is even more to watch. Travel patterns, cultural shifts and new tech, all shape how people choose where to surf, stay and shop. It can feel like everything is moving at once.
In our years of working with surf camps, wave pools and other surf-focused brands, we have seen one thing again and again. The businesses that adapt early build stronger loyalty, bring in higher-quality bookings and get more from their ad spend.
So we put together this blog to keep you up to date on what is changing and to help you understand where to focus your energy. The aim is to give you clarity without overwhelm. Inside you will find the trends that matter along with simple actions you can use straight away.
Artificial intelligence is changing how people discover and book surf trips. According to Gourmet Marketing, travellers are increasingly using tools like ChatGPT to plan itineraries, compare destinations, and even shortlist experiences before searching on Google.
To increase the likelihood that your business name appears in those AI search results and summaries, you need to implement these five practices on your website:
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The days of viral videos for the sake of reach are over. Social platforms are now rewarding meaningful interaction: saves, watch time, genuine comments, and repeat views.
For surf businesses, this is a major shift. Posts that spark conversation or provide real value will outperform perfectly edited reels. Think short clips explaining “how to paddle stronger” or “what to do when a set catches you inside.” These micro-tutorials are easy to save, share, and revisit.
Brands like Surf Simply and KookSlams show both sides of this: educational and entertaining content that makes people engage, not just scroll. In 2026, depth beats aesthetics.
TikTok and Instagram have become the new search tools for travellers. People now type things like “best surf camps in Portugal” or “where to learn to surf in Morocco” directly into these platforms instead of Google.
On top of that, Instagram posts and Reels are being indexed by Google, which means your social content can now appear in traditional search results. Every caption, keyword and on-screen title matters more than ever.
This shift turns your social feed into an SEO ecosystem. Use the terms people actually search for, explore TikTok’s search insights and create content that answers real questions. A simple clip titled “What to expect on your first surf lesson” can stay discoverable for months and keep bringing new people into your world.
Brands that embrace social search, not just social scrolling, will be the ones travellers find first.
Travellers are shifting from checking destinations off a list to choosing trips that answer a personal need. This is the rise of the “whycation,” where the starting point of the journey is the intention behind it Hilton’s 2026 Trends Report captures this shift clearly: travellers today are guided less by geography and more by emotion. The question is no longer “Where are we going?” but “Why are we going?”
According to their global survey, people are travelling to rest, reconnect and seek experiences that feel meaningful. Calm, culture and connection are now central travel motivations. This aligns naturally with surf. A surf lesson can feel like a reset, a moment of clarity or a genuine break from routine. Many surf camps are embracing this by presenting their escapes as a way to reconnect with the ocean, meet new people and come back with a renewed sense of self.
Across Europe and Asia, retreats are blending surf with wellness, breathwork, nature walks and community moments. The goal is not only to teach someone how to ride a wave but to offer a space where they can breathe, reflect and grow. This is what travellers are looking for in 2026, and surf brands are uniquely positioned to deliver it.
Paid media has entered a new phase. Meta and TikTok now automate most of the targeting work, which means the success of a campaign depends almost entirely on the creative itself. What you show matters more than who you target.
The ads that perform best feel spontaneous, honest, and human. Many surf schools and camps are seeing stronger results with simple content such as short testimonial videos, a day with one of their coaches, or a quick clip explaining common beginner mistakes. These formats build trust because they feel real. They mirror the content people already choose to watch.
Cinematic visuals still have their place, but they rarely outperform relatable, story-driven clips. Creative that feels close to the experience earns better CPMs, longer watch times and higher conversion. The marketing that works in 2026 is the marketing that feels like a glimpse into the community, not a scripted commercial.
Retention has become one of the strongest growth engines in surf marketing. With rising ad costs and increased competition, the most successful surf businesses are prioritising the people who already know them. Returning guests convert faster, spend more over time and become the strongest ambassadors for your brand.
Wave pools have been quick to adopt this mindset. Alaïa Bay rewards loyal surfers through the Alaïa Bay Card, giving returning guests discounted sessions, priority booking access and on-site perks that make the experience feel more personal. Lapoint takes a similar approach with loyalty benefits and early access to new destinations, reinforcing the idea that the more you travel with them, the more the experience gives back.
The principle is simple: when you make people feel like insiders, they behave like a community, not customers. CRM tools, email workflows and well-designed loyalty programs turn one memorable session into a long-term relationship. This is where real growth happens in 2026.
Authenticity still leads, and in 2026 it shows up through longer, more meaningful storytelling. User generated content and micro influencers remain powerful, but audiences now want depth. Neil Patel highlighted this shift clearly in his 2026 social forecast, noting that long form video is making a major comeback because platforms are prioritising watch time and complete-story viewing.
For surf brands, this opens up a huge opportunity. The content that resonates most often comes from the people who already live your experience. A perfect example is the recent vlog by The Postigo Brothers filmed at Alaïa Bay. It follows their journey from Spain to the wavepool, mixes personality with genuine reactions and shows the experience through their own lens. It feels real, personal and fully immersive, which is exactly why viewers stay until the end.
Choose creators who naturally fit your values and give them the space to capture the experience as it unfolds. And remember your team. They are your most authentic ambassadors. A day with an instructor, a behind-the-scenes look at lesson prep, or a simple chat about their connection to the ocean creates a level of honesty that audiences connect with instantly.
The more human the story, the stronger the loyalty.
Purpose has moved far beyond marketing language. Surf consumers want to see what a brand stands for, not read a caption about it. Sustainability and community impact have shifted from nice ideas to expected behaviours, and people are paying attention to who follows through.
Deeply, for example, discloses the percentage of recycled materials used in each product. It is simple, transparent and easy for customers to understand. Many surf schools are also weaving environmental awareness into their lessons, organising local clean ups or donating a portion of bookings to community initiatives. These actions do not need grand campaigns behind them. They feel powerful because they are consistent and real.
Purpose only works when it becomes part of how you operate. When your values show up in your everyday decisions, your guests will feel it and share it. That is how purpose becomes advocacy.
The landscape will keep shifting, but the core ideas stay the same. Surf businesses that listen closely to their audience, keep trying new things and tell honest stories always stay ahead. The tools may change, yet the brands that grow are the ones that stay curious and keep refining their approach.
You do not need to overhaul everything at once. Start with one or two changes, measure the impact and build from there. For example, run a simple creative test each week and let the results guide your next steps. Small, consistent improvements create real momentum over a season.
If you want support bringing these ideas to life, our team works with surf camps, wave pools and retail brands across Europe and beyond. We help you shape your strategy, create standout content and build systems that drive bookings and sales long term.
If you are ready to grow, reach out and we can explore what your next season could look like.
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