The elements that make travel content click

A new Expedia study reveals that emotion, transparency, and representation inspires travelers to book — not just visuals or AI polish

Expedia Group’s new Science of Wanderlust study reveals what kinds of digital travel content actually engage travelers. From scene pacing to AI use and tone of voice, the findings offer a roadmap for travel advisors and creators aiming to connect more authentically with their audiences.

Key takeaways

• Video sparks emotion: Moving images generate three times more emotional response than static visuals, with long-form videos performing best.
• Transparency builds trust: Tones of openness, clarity, and authenticity foster the most confidence in audiences — and user-generated content plays a key role.
• Story structure matters: Viewers engage most with content that follows a clear narrative arc — beginning, middle, and end — and ends with a call to action.
• Scene pacing influences comprehension: The optimal scene length is two to nine seconds; faster cuts make it harder for users to follow the story.
• AI is best used lightly: Travelers prefer AI-enhanced imagery with a human touch. Fully AI-generated content, influencers, or landscapes tend to create discomfort.
• Representation deepens connection: Inclusive storytelling helps audiences see themselves in the narrative, making content more memorable and trustworthy.
• Generational preferences differ: Younger travelers favor influencers and video, while older audiences respond more to brand storytelling, sponsored features, and guidebooks.

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