Travel Digital Digest
Marketing Intelligence Weekly
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.
AI in travel
Platforms in travel
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.
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AI in travel
Platforms in travel
Travel by numbers
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”.
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AI in travel
Platforms in travel
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.
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Platforms in travel
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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AI in travel
Platforms in travel
Travel by numbers
“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.
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AI in travel
Platforms in travel
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.
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Travel by numbers
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.
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AI in travel
Platforms in travel
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.
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AI in travel
Platforms in travel
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.
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AI in travel
Platforms in travel
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.
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AI in travel
Travel by numbers
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 in travel
Travel by numbers
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
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AI in travel
Data privacy in travel
Travel by numbers
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.
Platforms in travel
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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Platforms in travel
Travel by numbers
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.
AI in travel
Platforms in travel
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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AI in travel
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.
AI in digital
AI in travel
Platforms
Platforms in travel
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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AI in travel
Platforms in travel
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.
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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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AI in travel
Platforms in travel
OpenAI Chair says AI Agents are the next Travel Agents
- Bret Taylor (OpenAI chair) sees AI agents becoming the new travel agents, creating digital experiences that more closely mimic “high‑touch” human service.
- “That travel agent is now an AI. And every consumer, every small group traveling for work, every business traveler, is going to leverage AI in deciding what to do when they travel. I think we're in a new world.”
- “With AI agents, it's going to open up new consumer interactions for both discovery and demand fulfillment and travel.”
- Incumbent travel intermediaries (OTAs, platforms) must adapt—those that don’t may be outpaced by new players enabled by AI. “That's [the] challenge of being a leader right now: We're at a period where ChatGPT is the fastest growing consumer product in history. And so consumers are moving faster than most companies can make decisions. It's on all of us as leaders to push decisively towards this new world.”
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AI in digital
AI in travel
Platforms
Platforms in travel
Google launches Agent Payment Protocol with fully automated payments
- Google has launched Agent Payments Protocol (AP2) — an open protocol for purchases initiated by AI agents. It aims to bridge AI platforms, payment systems and vendors to allow agents to shop and transact on users’ behalf.
- Over 60 merchants and financial institutions are backing AP2. Major names like Mastercard, American Express and PayPal are already involved.
- The protocol requires two layers of approval before a purchase: Intent mandate — user defines what they’re looking for (e.g. “flights to Sydney”) plus rules like price limits or timing. Cart mandate — final purchase approval once a suitable item is found.
- There’s room for fully automated purchases, but only under stricter intent mandates so users’ constraints (budget, timing etc.) are respected.
- Google is releasing the full spec on GitHub and wants the payments & tech community to build around it, possibly through standards bodies.
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AI in travel
Platforms in travel
How travellers plan and book via AI Mode
- Direct sources gain ground over OTAs: In 56% of booking paths, users went directly to property or activity owners—less than 10% went via OTAs (online travel agencies). Travel marketers should focus on Generative Engine Optimisation (GEO) to stay competitive.
- Trust in AI Mode is high—but fragile: Post-task trust scores were strong (above 4.3/5), as users found results accurate and useful. However, overly aggressive CTAs like “Book Now” or sign-ups could diminish that trust.
- Users engage deeply during planning, quickly during booking: Participants spent an average of 104 seconds on planning tasks—evaluating options, browsing—then only about 38 seconds during booking. They valued clean, clear, confidence-building presentation of options.
- Google Business Profiles are front‑and‑centre: Users often engaged with inline links and local packs in AI Mode, opening 141 Business Profile cards, spending 13 seconds on planning and 4 seconds during booking per card. Once they engage, they rarely switch to another feature. Having an optimised, informative Google Business Profile is now essential.
- The traditional funnel is collapsing: The old model of “dreaming → planning → booking” is being replaced by one continuous AI‑powered interaction. Brands that can own that conversational touchpoint have an advantage.
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Platforms
Platforms in travel
Sales & Promotions Feature Bundle with Flighted Budgets
- New feature bundle launched: Google is piloting a “Sales & Promotions Feature Bundle with Flighted Budgets” to help advertisers amplify spend during short, high-impact promotional periods—without overspending.
- Main components: Campaign Total Budgets – lets advertisers set a total spend limit over a defined window (3 to 90 days). Promotion Mode – accelerates spend over a shorter burst (3 to 14 days), shifting focus toward volume rather than strict efficiency.
- Cross‑campaign compatibility: Supports Performance Max, Search, and Shopping campaigns, including those using tROAS and tCPA bidding strategies.
- Smarter spend orchestration: Unlike standard Smart Bidding which reacts to expected conversion shifts, this bundle actively uses sale dates, promotional assets, and explicit ROAS trade-offs to deliver stronger signals for promo periods—and reallocates budget accordingly.
- Best suited for: Time-sensitive promotions like flash sales, holiday weekends, seasonal campaigns, ticket launches, travel deals, or any short‑term event where timing and quick impact matter.
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AI in travel
Platforms in travel
OTAs investing more in AI and social media
- With the big OTAs spending over $5 Billion across marketing in Q2, the emphasis lies largely in AI and social media.
- Getting social: On its Q2 earnings call, Airbnb CEO Brian Chesky said, “One of the things we're noticing is that a lot of travel is switching from desktop to mobile and from Google search to social media. And so increasingly, people are spending time on social media, and social media is gradually taking over as the number one place for travel search from Google. And travel is becoming more of an inspiration base than a high intent search based, destination platform.”
- Going artificial: In Expedia’s Q2 earnings call, the focus was more on AI. Ariane Gorin, CEO, said that although traffic from generative AI searches is small, it’s growing rapidly and “converting into bookings at higher rates than other traffic.”
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AI in travel
AI is increasingly integral to National Tourism Organisations
- The European Travel Commission (ETC), via research from Kairos Future, has found that AI is increasingly integral to National Tourism Organisations (NTOs) across Europe—especially within marketing, which is most advanced in AI usage.
- AI is helping improve productivity and quality, particularly through automated content creation, idea generation, and rapid format testing. Meanwhile, research teams use AI more experimentally—for tasks like translation, sentiment analysis, and transcription.
- Major challenges remain: gaps in AI expertise, limited training, lack of strategic roadmaps, and tight budgets hindering broader deployment.
- The report recommends: carving out time for experimentation (e.g. hackathons, sprints), providing role-specific upskilling, and linking incremental funding to pilot outcomes to help transition successful trials into ongoing operations.
- The ETC emphasises building shared learning spaces, structuring innovation efforts, and keeping an eye on upcoming legislation like the EU AI Act, aiming to equip NTOs with roadmaps, case studies, and tools to navigate AI adoption in marketing, research, and organizational functions.
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Travel by numbers
Inflation driving Aussie travel revenue + online booking reaching maturity
- Revenue is up, but mostly because of inflation: The Australia–New Zealand travel market reached US$37.8 billion in gross revenue in 2024, surpassing pre-pandemic levels—but the growth is largely driven by higher prices, not more visitors.
- Domestic demand is saturated; inbound capacity constrained: Domestic travel doesn’t offer much more upside, and incoming flight capacity is tight—meaning the industry faces a ceiling for further natural volume growth.
- Focus shifting to high-value visitors: Both the Australian and New Zealand governments are targeting higher‑spending tourists to boost revenue sustainably—though this raises the bar for suppliers in delivering premium experiences.
- Online booking channels approaching maturity: In 2024, online travel (digital) bookings accounted for about 59 % of the market; this is expected to inch up to only 61 % by 2028. Meanwhile, supplier-direct channels are gaining ground on OTAs, especially among big players like Qantas, Virgin, Air New Zealand, and Accor.
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Platforms in travel
Travel by numbers
Agoda unveils Asia’s most searched rural destinations
- Asia’s top rural escapes revealed: Agoda has released its latest list of Asia’s top eight rural destinations for 2025, based on accommodation searches between 15 February and 15 August 2025 across eight markets, focusing on towns with populations under 50,000.
- Complete top 8 list: Cameron Highlands (Malaysia), Khao Yai (Thailand), Puncak (Indonesia), Fujikawaguchiko (Japan), Kenting (Taiwan), Sapa (Vietnam), Munnar (India), Pyeongchang‑gun (South Korea)
- Broader travel trend: The ranking underscores growing interest in “slow travel” — a move towards rural, nature‑rich, culturally immersed experiences — as travellers increasingly seek serene over commercialised locales.
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AI in travel
Travel by numbers
96% of travellers are satisfied with AI trip planning
- Less than a third (28%) of travellers actually use AI to plan trips—but those who do are overwhelmingly satisfied.
- Among users of AI in planning, 96% were satisfied—44% rated it “perfect,” and 52% “good.” Plus, 84% intend to keep using it in future.
- AI’s most common role in planning is research (76%); but when it comes to travel, specific tasks like identifying activities (70%), choosing accommodation (66%), finding restaurants (60%), and tickets (58%) are also key uses.
- Booking through AI is less widespread: hotels (45%), tickets (43%), restaurants (38%); interestingly, 45% also used AI for visa and migration advice—raising concerns about hallucination risks.
- The Kaspersky survey spanned 3,000 respondents across 15 countries in 2025; younger users (<35) are more AI-savvy (88% used AI at least once) versus only 54% of 54+ users.
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AI in travel
Travel by numbers
Social media now 3rd largest lead source for travel advisors, plus impact of AI
- Travel Marketing Report’s Global Outlook 2025 report shows key trends for travel advisors:
- Top lead generation channels: The top lead channels were word of mouth/referrals, followed by current/past clientele (at 87% and 81% respectively), however, social media is rising (49%), followed by digital marketing (34%).
- Impact of AI on travel planning and sales: The majority of travel advisors said the impact was “improved booking & management tools” (60%), real-time flight & hotel availability (57%), simplified multi-destination trip management (45%).
- One advisor said: “Travel booking tech is still way behind other industries. AI has been helpful creating packing lists and social media posts, but definitely not for trip planning—too many errors or outdated material.”
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