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Weekly updates on the digital marketing news you need to know for the travel industry, including the latest news in travel, ai in the travel industry, data privacy, platform updates, travel marketing trends and more.

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Google Maps gets smarter with Gemini
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Google Maps gets smarter with Gemini

  • Google Maps is introducing hands‑free, conversational navigation via Gemini: you can ask things like “What vegan‑friendly restaurant’s along my route?” and it will handle multi‑step tasks.
  • It’s adding landmark‑based navigation, meaning directions will reference real‑world visible landmarks (e.g., “turn right after the Thai Siam restaurant”) instead of just street names or distances.
  • There’s a new proactive traffic‑alert system: you’ll get notifications of unexpected closures or heavy jams even if you’re not already navigating.
  • Plus, the “Lens built with Gemini” mode lets you point your camera at a café/shop/restaurant and ask natural questions like “What’s popular here?” or “Should I stop here?” — essentially bridging augmented reality + search.
  • Roll‑out is initially in the U.S. (Android & iOS) for landmark navigation and proactive alerts; Lens mode comes later this month in the U.S.
  • Read more
AI Mode experiments with agentic booking for tickets, restaurants, and more
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AI Mode experiments with agentic booking for tickets, restaurants, and more

  • Google’s AI Mode is now experimenting with agentic booking — meaning it can search across multiple sites and help users book things like restaurants, events and wellness appointments in one go.
  • The rollout is currently US‑only, in English, as part of the Search Labs experiment. Restaurant bookings are available to all eligible users; event tickets and wellness bookings are available to subscribers of Google’s higher tiers (Pro/Ultra) with bigger usage limits.
  • Restaurants: specify party size, date & time, location, cuisine, and AI Mode returns available slots + booking links.
  • Event tickets: users can say e.g. “2 cheap tickets for X”, prefer standing floor etc., and get a list of options + links.
  • Wellness appointments: shows real‑time availability from local booking platforms and links to finalise.
  • And of course travel bookings can’t be far behind with Sundar Pichai stating last week: “We're working on multiple agentic experiences across key verticals such as travel, commerce shopping and so on.”
  • Having real‑time, structured data (availability, pricing, timeslots, etc) and deep‑link-friendly booking flows becomes more important so you’re surfaced in these agentic experiences.
  • Users still complete the actual booking on the provider’s site (AI Mode links through) so you’ll want to ensure your booking UX and tracking is solid.
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Organic search vs AI traffic in travel & tourism
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Organic search vs AI traffic in travel & tourism

  • The travel & tourism sector shows the highest adoption rate of AI traffic, accounting for 0.74% of traffic across the top 10 sites according to Semrush data, in comparison with other top verticals including Newspapers, Retail, Finance, and Real Estate, in the US.
  • Expedia as the number 1 site, shows just 0.19% of AI traffic compared to 14.73% of organic search. At number 2, tripadvisor shows a very different story across organic with 58.4% from organic search, and 0.14% from AI.
  • Kayak as the number 10 site sees the greatest share of AI traffic with 0.32% of overall traffic coming from AI, and 17.25% coming from organic search.
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APAC to hit full tourism recovery this year
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APAC to hit full tourism recovery this year

  • Asia Pacific is set to hit full tourism recovery in 2025, with international visitor arrivals (IVAs) hitting 92.6% of 2019 levels in H1 2025, according to The Pacific Asia Travel Association (PATA) Annual Tourism Monitor 2025.
  • In H1 2025, Asia Pacific clocked 295.7M international visitor arrivals—up 5.4% YoY and hitting 92.6% of pre-COVID levels, with steady growth tipped to continue into the year.
  • Asia drove the bulk of 2024’s rebound, clocking 470.9M visitors (72.7% of the region’s total), marking a sharp 30.7% YoY jump.
  • In 2025, Asia powered the surge with 224.1M arrivals in H1 alone, taking 8 of the top 10 destination spots; the Americas and Pacific followed with 60.5M and 11.1M, respectively.
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Majority say video is key to influencing travel decisions – Expedia Study
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Majority say video is key to influencing travel decisions – Expedia Study

  • Video content beats static imagery by a large margin in influencing travel bookings — 71% of travellers say video is key vs 24% for stills.
  • Authenticity and trust are critical: transparent brand messaging (56% among Australians) and clarity (46%) help build credibility.
  • Travellers remain cautious about purely AI‑generated content: only 16% are fine with how content is created if it’s helpful; 41% prefer AI led by human input.
  • Generational and “traveller type” differences matter: younger travellers (Gen Z & Millennials) engage more with video & influencers; older groups lean to traditional content.
  • Read more
Tripadvisor latest travel platform to integrate with ChatGPT
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Tripadvisor latest travel platform to integrate with ChatGPT

  • Tripadvisor is embedding its massive user‑review database into ChatGPT via the new apps SDK from OpenAI, enabling conversational travel planning.
  • The goal: shift from generic search results to hyper‑personalised travel advice, combining travellers’ stated preferences with Tripadvisor’s review data and ChatGPT’s conversational interface.
  • For marketers in the travel sector, this means a potential new channel: influencing users not just via listings or ads, but through AI‑led conversations inside ChatGPT.
  • The integration also signals a broader trend: travel brands becoming platforms inside conversational AI assistants — which could impact how travellers discover, compare and book. Expedia Group and Booking.com have already integrated with ChatGPT.
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Phocuswright predicts two-thirds of all travel bookings will be made online by 2027
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Phocuswright predicts two-thirds of all travel bookings will be made online by 2027

  • Global travel gross bookings reached approximately US $1.6 trillion in 2024 and are projected to climb to US $1.8 trillion by 2027, marking a steady recovery and growth phase.
  • Digital booking channels surged: online bookings grew ~9% in 2024, and by 2027 around two‑thirds of all travel bookings will be made online.
  • Regional dynamics matter: North America remains the largest market ($539 billion in 2024), followed by Asia‑Pacific; emerging markets (Middle East, Latin America) are growing faster than mature markets.
  • Segment focus: Air travel and hotels together account for nearly 75% of global bookings — for marketers this means these core segments remain critical.
  • Opportunity + challenge: Travel demand is resilient, but consumers are increasingly value‑seeking, digitally savvy and selective about where/why they travel — brands need to adapt delivery, distribution and storytelling accordingly.
  • Read more
Travel inspiration is changing according to Marriott report
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Travel inspiration is changing according to Marriott report

  • A notable change is the decline of friend and family recommendations - which last year was eight percentage points higher at 52%. Social media remains in second, but has still fallen from 41% last year.
  • The biggest increase in sources of holiday inspiration is with regards to AI - which at 14% is more than double the figure of last year (6%) and is likely the reason why other areas have reduced. AI plays a much bigger role in shaping the future of travel than ever before.
  • The report this year marks a watershed moment, as for the first time, half of travellers (50%) say they have used artificial intelligence (AI) to help plan or research a holiday, at least once. This is up from 41% last year, and 26% the year before. As such, its use has nearly doubled in two years.
  • Beyond planning holidays, interestingly, there is a growing trend amongst consumers feeling comfortable using AI platforms to book their accommodation as well.
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81% of travellers find AI helpful when searching for travel insurance
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81% of travellers find AI helpful when searching for travel insurance

  • According to a new study by Squaremouth, 81% of travellers find AI helpful when searching for travel insurance options.
  • 65% would use AI again for trip planning, with 52% using ChatGPT for itineraries—despite 34% encountering errors.
  • Common issues include wrong time zones, closed hotels, and visa mishaps, which aren’t covered by travel insurance.
  • 44% trust AI as much as traditional sources, though the study urged verifying info with official sites.
  • Read more
Only one in five travel brands are fully committed to AI
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Only one in five travel brands are fully committed to AI

  • Only about 21% of travel‑brands say they are “fully exploiting” AI for predictive decision‑making and modelling.
  • Travel companies that have “unified and activated customer data” are seeing big performance gains: e.g., 39% of leading firms enhance customer profiles with predictive insights versus 14% of others.
  • Major blockers hold back wider AI adoption: legacy‑platform limitations, lack of in‑house AI expertise, and fragmented/low‑quality customer data.
  • The study emphasises that AI is shifting from being a marketing “tool” to a core strategic capability in travel — not just for campaigns, but for operations, pricing, risk management and customer experience.
  • The gap between “data‑management leaders” and more mainstream travel brands is widening — leaders are almost three times more likely to deliver timely, personalised responses (43% vs 15%).
  • Read more
Grounding with Google Maps now available in Gemini API
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Grounding with Google Maps now available in Gemini API

  • Gemini API now supports a tool called “Grounding with Google Maps tool”, giving apps access to geospatial data from over 250 million places.
  • The integration allows developers to build location‑aware AI experiences — e.g., tailored itineraries, neighbourhood insights, and hyper‑local recommendations (schools, parks, cafes).
  • It also supports dual grounding: combining Google Maps for structured place data (addresses, hours, ratings) with Grounding with Google Search for broader web context (event times, articles) for richer responses.
  • The tool is generally available now, and developers can enable it via Gemini API, render interactive widgets (photos, reviews) and start building right away.
  • For marketers: this offers opportunities to leverage location data in campaigns/platforms — think hyper‑local ad personalisation, in‑app experiences tied to places, and richer contextual engagement based on where users are or might go.
  • Read more
Cheap flights most searched topic in ChatGPT
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Cheap flights most searched topic in ChatGPT

  • According to data from Ahrefs Brand Radar report, when looking at ChatGPT use in the United States, “Cheap flights” is the most searched phrase.
  • With 2.8M searches in September 2025 in the US, “cheap flights” is the number 1 most searched for product just above “toyota camry” and “ford bronco”.
  • All of the top searches in ChatGPT in the US for the month of September were shopping related with users also shopping for “black friday deals”.
  • Read more
ChatGPT Atlas is here, OpenAI’s new agentic browser
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ChatGPT Atlas is here, OpenAI’s new agentic browser

  • OpenAI has launched ChatGPT Atlas, a new web browser built with ChatGPT at its core – designed to be your browser and your AI assistant in one.
  • Atlas integrates ChatGPT’s memory and browsing context so it can draw on past chats & visited pages, helping plan trips over time by recalling previous destinations, hotels, or flight options.
  • Built‑in “agent mode” lets ChatGPT act on your behalf like comparing flight prices, summarising travel blogs, or pulling together itineraries.
  • Privacy & control are emphasised: you decide what ChatGPT sees/does, you can toggle site visibility, archive or delete browsing memories, and it doesn’t by default use your browsing content for model training.
  • From a marketing lens: this could shift how brands engage with users – the browser itself becomes an AI “assistant channel”, so think about discoverability, how your content might be surfaced in AI‑driven flows, and how user tasks might get delegated to agents rather than traditional navigation.
  • Read more
Google adds scrollable sitelinks for Maps ads
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Google adds scrollable sitelinks for Maps ads

  • Google has rolled out scrollable sitelinks for Maps ads, letting advertisers show light‑blue sitelinks under promoted pins in Maps.
  • The sitelinks can be added via Search or Performance Max campaigns, and you need at least two sitelinks for both desktop and mobile.
  • Because Maps is typically a high‑intent environment, these sitelinks let brands drive deeper engagement without users leaving Maps.
  • This change highlights how Google is blurring the lines between Search and Maps ad experiences, giving marketers more flexibility to guide users directly from discovery to action.
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“Trip planning AI” searches skyrocket according to Google and Trip.com report
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“Trip planning AI” searches skyrocket according to Google and Trip.com report

  • AI is now a key player in travel planning: Searches for “Trip Planning AI” skyrocketed in 2025, with "help planning my trip" up 190% YoY, showing that AI is becoming a go-to tool for simplifying trip logistics.
  • AI content is driving decision-making: 61% of Aussie travellers found AI Overviews valuable, and 44% of Indian travellers made travel decisions based on them—highlighting AI’s growing trust factor in the booking funnel.
  • AI suggestions are boosting bookings: Destinations promoted by Trip.com’s AI tool Trip.Best, like Paris, London, and Tokyo, saw strong booking growth; Singapore and Bangkok are emerging as regional favourites.
  • In-trip AI support is surging: Real-time tools like translation and itinerary help via TripGenie are seeing major usage spikes—TripGenie traffic is up 125% YoY, with a 234% lift in conversations and 100% more time spent.
  • Real-time search is more important than ever: Google searches for “restaurant near me open now” have doubled since pre-COVID, and “how to cancel” searches are up 10% YoY, reflecting demand for instant, actionable info.
  • Read more
Google… No. Kayak launches AI Mode
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Google… No. Kayak launches AI Mode

  • KAYAK has launched AI Mode, a new conversational‑search feature that combines its travel‑meta‑search data with ChatGPT‑powered natural‑language input so users can just type “I want a 7‑day beach trip under $1,500” rather than fill out rigid search fields.
  • The feature integrates flight, hotel and car rental search in one place and is accessible via desktop or mobile browser using an “AI Mode” icon; it’s currently live in English in the US with global rollout imminent.
  • The timing is strategic: KAYAK signals this launch comes just ahead of the holiday‑travel planning surge, citing a 10 % increase in search demand versus 2024—and pointing to best‑booking‑windows they’ve identified via their data.
  • For marketers, this means the travel‑search funnel is shifting: instead of users navigating lots of menu filters, they’ll engage in more conversational prompts — meaning brands should prepare for search behaviour changes, new prompt‑based UX, and AI‑driven insights.
  • The transformation also signals a broader trend: travel brands are moving from static search interfaces to more agent‑style, conversational planning tools — presenting opportunities (and challenges) for marketing and personalisation in the travel category.
  • Read more
Up to 76% likely to book travel directly from livestreams
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Up to 76% likely to book travel directly from livestreams

  • In markets like Thailand, Indonesia, and India, over 75% of travellers say they watch travel-related livestreams.
  • Even in lower-engagement markets like Australia (44%) and Japan (25%), the trend remains present.
  • Among viewers, over 40% and up to 76% in some markets, say they're likely to book travel directly through links in livestreams.
  • While Japan remains an outlier (~20%), interest in livestream-driven bookings is strong across much of the APAC region, highlighting its growing role in travel discovery and decision-making.
  • Read more
New AI in MindTrip enables users to collect travel inspiration from anywhere
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New AI in MindTrip enables users to collect travel inspiration from anywhere

  • Mindtrip has added new AI‑powered tools in its app that let users capture travel inspiration from almost anywhere (articles, Instagram, TikTok, YouTube, Google Pins) and organise that content into categories, trips and collections.
  • The idea is to merge discovery and planning: rather than simply bookmarking content, travellers can now save and enrich it (with extra photos/details) and move directly toward trip‑planning action.
  • Mindtrip emphasises collaboration: users can plan with others, creators can build/share collections, and the platform supports social/creator‑economy roles (monetisation via the app).
  • For marketers: this signals a shift in travel tech where inspiration content (social posts/videos/pins) becomes directly actionable within the same ecosystem. Brands should consider how their content might plug into apps like Mindtrip to capture users when they’re in “discover → plan” mode.
  • Read more
Booking.com and Expedia apps now in ChatGPT
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Booking.com and Expedia apps now in ChatGPT

  • ChatGPT now supports built‑in apps that you can invoke conversationally (e.g. “Expedia, find me a hotel in Sydney”), or have suggested by ChatGPT when contextually relevant.
  • At launch the apps include partners like Booking.com, and Expedia, and outside of travel, Canva, Coursera, Figma, Spotify, and Zillow — giving users integrated functionality (maps, slides, listings) without leaving chat.
  • Developers can build their own ChatGPT apps using the Apps SDK preview, which is open and built on the Model Context Protocol (MCP).
  • All apps must comply with OpenAI’s safety, data minimisation, and privacy policies; users will be prompted explicitly to connect apps and understand what data is shared.
  • In coming months, OpenAI will open up submissions, allow monetisation, launch directories, and roll out to Business/Enterprise/Edu tiers.
  • Read more
Agentic AI Mode in Search Labs for travel booking
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Agentic AI Mode in Search Labs for travel booking

  • Google’s new Agentic AI Mode in Search Labs now lets users book restaurants directly through natural language prompts — signalling a shift towards AI-powered travel planning.
  • The tech will soon extend to booking local experiences and event tickets, opening new doors for destination marketers and tour operators.
  • Currently US-only and opt-in via personal Google Accounts with Web & App Activity turned on.
  • It scans across platforms in real-time and serves up curated booking options — streamlining the discovery-to-booking journey.
  • For travel brands, this is a heads-up: being present in AI-curated results will be key to winning bookings straight from search.
  • Read more
Share of people using AI for holiday inspiration doubles
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Share of people using AI for holiday inspiration doubles

  • The share of people using AI for holiday inspiration has jumped from 4 % to 8 % in one year — i.e. it’s now used by one in 12 travellers.
  • Usage skews younger: 18–24 year olds see 13 % using AI for holidays; among 25–34 it rises to 18 %.
  • Traditional sources still dominate: 48 % use general internet searches, 41 % rely on friend/family recommendations, and 25 % consult holiday brochures.
  • Almost half (43 %) are somewhat confident letting AI plan a trip; 38 % would let it make bookings.
  • “The increasing use of AI as a source of holiday inspiration reflects how consumer behaviour is changing – both in travel and other industries. For our sector, the challenge is to harness the potential which AI has to support our businesses, while continuing to celebrate and champion the value of the personal touch and expertise which comes with booking with a travel agent or tour operator.” - Mark Tanzer, Chief Executive, ABTA
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AI a top 2026 trend for travel in Skyscanner report
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AI a top 2026 trend for travel in Skyscanner report

  • AI a top trend in long-time client Skyscanner’s The Future of Travel research.
  • AI is reshaping the full travel journey, from inspiration to in-trip support, with 54% of travellers in 2025 now using AI for planning and booking (up from 47% in 2024).
  • Trust is still a major hurdle, with 49% of global users concerned about AI accuracy and 24% overwhelmed by too many options lacking meaning.
  • Consumers are craving clear, up-to-date pricing and comparison tools, leaning towards brands that can deliver this with confidence.
  • Agentic AI is the next big leap, moving beyond single-task models to interconnected agents solving complex travel needs collaboratively.
  • ”The other change we’ll see in 2026 is that we’ll step further into Agentic AI. At the moment, we’re using language models to solve discrete travellers tasks, and boost productivity. But what’s coming is the creation of multiple agents that work together to solve travellers’ problems. And that’s going to change everything.” - Piero Sierra, Chief Product Officer, Skyscanner
  • Read more
APAC benchmarking report in travel
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APAC benchmarking report in travel

  • The Digital Travel APAC Benchmarking Report reveals key insights into the future of travel engagement.
  • AI is here, but not yet at scale: 56% of travel leaders are making moderate investments in AI, primarily through pilot programs. Full-scale adoption is still in its early stages.
  • Data privacy is the top roadblock: 36% cite data privacy and security concerns as the primary barrier to AI adoption.
  • Generation divide the greatest challenge: 69% see differing generational expectationsas the hardest barrier to overcome. One-size-fits-all no longer works.
  • Unfortunately we cannot share the report here. Contact us to receive the report.
TikTok launches Travel Ads
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TikTok launches Travel Ads

  • TikTok has launched Travel Ads, its first ad format custom-built for the travel industry, powered by its AI system Smart+.
  • The ad format is catalog‑based, enabling brands to upload flights, hotels, destinations, etc., and deliver personalised creatives at scale.
  • It uses travel‑specific intent models to identify users most likely to book and match them with relevant offers based on their in‑market behaviour and preferences.
  • Creative formats include Single Video (with overlaid “travel cards”), Catalog Video, and Catalog Carousel, all designed to drive click‑throughs to product links.
  • Early results from pilot campaigns are promising: Accor saw ~9 % uplift in ROAS, 17 % drop in cost per payment, and 54 % lower cost per click. Melia posted big ROAS gains across Spain, US & UK. Etihad recorded ~7 % more flight searches and 17 % more bookings.
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Travel itineraries are being built on TikTok
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Travel itineraries are being built on TikTok

  • TikTok users are 76% more likely to plan a future trip after seeing content about a destination. And they research their next trip directly from the search bar.
  • 67% of users search on TikTok for travel-related destinations and experiences. Popular travel searches on TikTok start “What to do in…”, “Where to eat in…”, “Where to stay in…”.
  • 1 in 2 TikTok users have engaged with the travel community on the platform (by liking, sharing, commenting, etc.).
  • 69% of TikTok users say travel reviews and recommendations is the most helpful kind of content when planning a trip.
  • 66% of users say that TikTok is the most helpful platform when they look for travel inspiration, and 80% are more likely to book something they were inspired by.
  • Contact us for the research.
Perplexity and Expedia partner up on Comet agentic AI browser
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Perplexity and Expedia partner up on Comet agentic AI browser

  • Perplexity has dropped the $200/month fee on its AI-powered Comet browser, now free for everyone—with AI tools built in to help users summarise, search, shop and more within web pages.
  • Expedia has partnered with Perplexity to integrate smarter travel features into Comet, positioning the browser as a personalised travel assistant with real-time, AI-driven support.
  • To drive adoption, Expedia is offering an exclusive Silver OneKey upgrade to users who download Comet—a strong incentive play aimed at loyalty growth.
  • The partnership taps into “agentic” browsing trends, where AI doesn’t just suggest content, but takes action—reshaping how users interact with the web (and potentially how marketers structure funnels).
  • Comet’s initial rollout covers the US, UK, Japan and Canada—key markets for travel and tech crossover, with broader international marketing opportunities likely to follow.
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Amperity’s research into 2025 State of AI for Travel and Airlines
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Amperity’s research into 2025 State of AI for Travel and Airlines

  • Amperity has released its research from 800 industry leaders to identify key trends and gaps into the state of AI for the travel industry.
  • Most travel companies have adopted AI. Four in ten (41%) travel companies use AI daily or several times a week, yet one in five (20%) still aren’t using it at all. Support, marketing, and sales dominate adoption.
  • While a majority of respondents believe AI will help improve customer loyalty and customer lifetime value, only a third (35%) are currently using AI for customer-facing applications. Less than half (46%) feel prepared to deploy AI tools at scale.
  • Notably, only 18% are currently using AI in production to resolve customer identities or prepare customer data for use in marketing or analytics. More than half (58%) said their customer data is fragmented or incomplete, and only 23% are very confident in their ability to understand and act on customer behaviour.
  • Contact us to receive the PDF.
Google Search Live launched in US
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Google Search Live launched in US

  • Google Search Live has launched in the U.S., now available in the Google app (no Labs opt-in needed), offering interactive voice and camera-based search powered by AI.
  • Users can tap the new "Live" icon or access it via Google Lens to have real-time, conversational help using visual input from their camera.
  • The feature is designed for on-the-go queries, like travel exploration, troubleshooting tech, or identifying objects in your environment.
  • ”Imagine you’re on vacation and getting ready at the hotel before a day of exploration. You can go Live with Search to have a hands-free conversation about the neighborhoods you want to visit, all while you finish applying your sunscreen. And once you’re out and about, you can fire up Live and activate your camera to ask about anything you see.”
  • Google positions it as a hands-free, instant knowledge companion — useful for learning new hobbies, helping with school projects, or even choosing a board game.
  • Strong play towards mobile-first, visually rich AI interaction, giving brands new reasons to optimise for conversational and visual search experiences.
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Google rolling out more travel planning features in AI Mode
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Google rolling out more travel planning features in AI Mode

  • Google’s AI Mode is now rolling out more robust travel planning capabilities, including dynamic, day‑by‑day itineraries that combine hotels, tickets, dining, and local activities within a single AI conversation.
  • The shift is framed as a migration from traditional search toward a “Canvas” or collaborative planning interface, where users can build, edit and even share trip plans seamlessly.
  • The AI-driven itineraries may integrate with hospitality and destination systems (for things like loyalty perks, upgrades, or pre‑arrival services), increasing the importance of being part of Google’s ecosystem.
  • For brands & marketers: the visibility of your offerings (hotels, experiences, restaurants) will increasingly depend on how well you integrate structured data, API connectivity, and presence within Google’s AI workflows — not just on rankings.
  • This move signals that Google wants to own more of the user journey, turning search into a destination planning conversation rather than a list of links.
  • Read more
Social media and AI use surge for US travellers
AI in travel Travel by numbers

Social media and AI use surge for US travellers

  • Social media is now the top travel inspiration source in the US, surpassing family and friends, with Gen X leading a 21% year-on-year usage increase.
  • Generative AI tools like ChatGPT and Perplexity are gaining serious traction, with a 30% rise in use—especially among Baby Boomers, where usage jumped 60%.
  • AI helps travellers uncover hidden gems and create more unique trips, though 27% still verify AI-generated suggestions for accuracy.
  • 68% of US travellers are open to paying for AI travel assistants, with younger users most eager for tech-driven travel support.
  • Travellers want seamless, tech-enhanced experiences, including biometrics at airports and better disruption management—yet over half still value human help in tricky moments.
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