GenAI is rewriting the travel marketing playbook

From search disruption to personalized targeting—how travel marketers can adapt and thrive in the age of AI-powered discovery

GenAI is transforming how travelers plan and book trips. With 80% of users already relying on AI tools like Google Overviews, Expedia’s Romie, and Kayak’s ChatGPT plugin, traditional travel search and marketing strategies are being upended. User-generated content now dominates AI results, sidelining paid ads and brand websites—creating new challenges, especially for independent travel brands.

Key takeaways

1. AI changes search behavior: GenAI prioritizes UGC over ads and links, reshaping visibility in travel discovery.
2. Few winners in AI results: Just 20 sites dominate AI search for flights; Marriott is the only hotel brand in the top 20.
3. Precision targeting is crucial: Use first-party and partner data to target audiences with relevance and scale.
4. Invest in awareness marketing: Travelers still view 185+ pages before booking—CTV, video, and native ads help stay visible.
5. Personalization still matters: GenAI fuels the search, but tailored creative and messaging drive conversions.
6. Marketing basics still win: Know your audience, connect meaningfully, and give them a reason to choose you.

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