The anatomy of effective hotel content in the AI era

New Expedia research suggests authentic storytelling and human perspective remain critical for hotel marketing despite growing AI-generated content

Hotel marketing is becoming increasingly complex as AI-generated content proliferates and travelers move fluidly across digital platforms. Expedia Group Advertising’s “Science of Wanderlust” research, based on consumer surveys and behavioral analysis, explores which content elements most effectively influence travel decisions. The findings indicate that while AI can enhance marketing efficiency, authentic storytelling, emotional connection and relevance remain decisive for building trust and driving bookings. Hotels that balance technology with human creativity are better positioned to capture attention and convert interest into reservations.

Key takeaways

• Human storytelling drives bookings: Emotionally engaging, relatable content helps hotels stand out and build stronger connections with potential guests.
• Representation strengthens guest trust: Diverse, realistic imagery helps travelers see themselves in the experience and increases confidence in the brand.
• Video has strong influence on decisions: Short, engaging video content significantly shapes travel inspiration and booking consideration.
• Authenticity builds credibility: Genuine guest experiences, user-generated content and transparent messaging often outperform purely AI-generated material.
• AI should support, not replace creativity: Travelers accept AI-assisted content but still expect a human voice and authentic perspective.
• Clear narratives improve engagement: Structured storytelling with concise pacing and a clear call to action increases attention and conversion potential.
• Data-driven targeting enhances visibility: Using behavioral insights and first-party data helps hotels reach travelers actively planning trips and ready to book.

Source: Expedia Advertising

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