The new rules of travel advertising

How hotels can reach the right travelers in a more complex, AI-driven marketing world

The way people discover and book travel is changing fast. In 2026, hotels will need to make clearer, more confident decisions about where and how they advertise. AI tools, new search habits, and changing media channels mean that old marketing methods are no longer enough.

The key message is simple: real travel behavior is one of the few reliable signals left, and hotels that use real-time data and precise targeting will see stronger results across the entire booking funnel.

Key takeaways

• Travel becomes a major advertising opportunity: Airlines, big hotel groups, and OTAs are building their own advertising platforms using their customer data. This creates new ways for hotels to reach travelers who are actively planning trips.
• Hotels need simpler, more connected media buying: Today, each travel company runs its own ad network, making the market fragmented and confusing. Hotels will increasingly want tools that connect these networks so campaigns are easier to run and scale.
• Generic audiences won’t work anymore: Instead of broad categories like age or gender, hotels will use audience groups based on real behaviors—such as people searching for flights to a destination, comparing dates, or planning for specific events.
• Behavior-based targeting improves results: Hotels that target travelers based on live search and booking activity will see more efficient spend and higher conversion.
• Real-time data becomes essential: Travel demand can shift overnight. Hotels must use live booking signals, not monthly or quarterly reports, to adjust budgets, messaging, and markets quickly.
• CTV (connected TV) grows into a performance tool: Streaming ads will no longer be just for awareness. Hotels will be able to use CTV to drive mid- and lower-funnel results, including measurable bookings.
• Winning comes from activating data, not collecting it: The hotels that succeed in 2026 will be those that use their data in real time and with purpose—not the ones that simply gather the most data.

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