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.
Travel by numbers
Travel advertising increased 12% in 2025 fuelled by consumer demand
- Overall travel advertising jumped 12% in 2025, reaching about $684.1 m versus $610.7 m in 2024 — fuelled by strong consumer demand for travel.
- Airlines: Qantas leads the airline category, followed by Virgin Australia International, Jetstar, Emirates and Malaysia Airlines.
- Travel agents/tour operators: Flight Centre is the biggest spender in this segment, ahead of Booking.com, Scenic Tours Australia, Ignite Travel and TripADeal.
- Cruise: Cruise advertising climbed ~9%, with Viking River Cruises topping this list.
- Destinations: Tourism & Events Queensland was the largest tourism authority advertiser, ahead of South Australian Tourism Commission, Tourism Tasmania, Destination NSW and the Northern Territory.
- Digital planning is now nearly universal, about 85% of Aussies use the internet for trip planning, and over half prefer booking accommodation online.
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AI in travel
Platforms in travel
ALL Accor app launched in ChatGPT
- Accor has launched its ALL Accor app inside ChatGPT, letting travellers search for hotels using natural language and specify dates, guests and destinations right within ChatGPT.
- The app shows both public and loyalty (ALL) member rates plus key property details like room types, amenities and locations before redirecting users to Accor’s booking platform to complete reservations.
- It’s available in 20+ languages in markets where ChatGPT apps are supported, positioning Accor early in AI-powered travel search and planning.
- Accor says the move enhances convenience, personalisation and loyalty value, and is a distinct tool separate from its traditional mobile app.
- This follows broader travel industry adoption of ChatGPT apps by platforms like [Booking.com](http://booking.com/) and Expedia as a new distribution channel.
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AI in travel
Platforms in travel
Google launches City Guide to provide AI-powered personalised travel recommendations
- Google is piloting an AI-powered “City Guide” in the Google Arts & Culture app, designed to inspire travellers with personalised cultural recommendations, not just maps and logistics.
- The tool tailors suggestions based on user interests, location and timing (e.g. “today” or “this weekend”), pulling from categories like landmarks, museums, events and lesser-known local spots.
- City Guide is currently live in 11 major global cities (including Paris, Tokyo, Berlin and New York), signalling Google’s intent to test inspiration-led discovery in high-traffic destinations first.
- For marketers, this reinforces Google’s shift toward AI-driven, interest-based travel discovery, creating new pressure to optimise cultural content, events and experiences for relevance — not just search visibility.
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AI in travel
More consumers going to travel advisors with AI-built plans
- More travellers arriving with AI-built plans: Travel advisors are increasingly seeing clients turn up with ready-made itineraries generated by AI tools like ChatGPT, a shift from when advisors traditionally built plans from scratch.
- Not always perfect: Some AI itineraries miss key travel realities — one example mentioned a plan that didn’t factor in a three-hour drive between activities — showing gaps in context and local insight.
- Clients still need guidance: While many travellers enjoy using AI for trip inspiration, some lack confidence to book without professional support, signalling ongoing demand for human expertise.
- Advisors see upside: Most advisors interviewed were positive about AI’s role, seeing tools as a way to save time and boost efficiency — but emphasised that experience and personal insight remain invaluable.
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AI in travel
WiT unveils APAC 2026 travel trends
- AI transforms travel planning — AI adoption is rising fast across APAC, with a growing share of travellers using tools for itinerary building, real-time translation and personalised recommendations, shifting behaviour toward hyper-personalised travel commerce.
- Secondary cities gain traction — Searches and interest in lesser-known destinations like Fukuoka and Denpasar are outpacing traditional hotspots, driven by domestic travel growth and a desire for new experiences.
- Experience and culture lead demand — Culinary, cultural and entertainment experiences (e.g., major events, pop culture tours) are key motivators for travel, boosting intra-regional travel.
- Value-driven travel shapes decisions — Cost remains a priority for many APAC travellers, with a strong preference for affordable accommodation and more frequent, shorter stays.
- Connectivity and accessibility improve — Expanded flight networks, relaxed visa norms and more seamless digital payments are making travel across APAC easier and more appealing.
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Travel by numbers
Western Australia hits historic milestone with highest-ever international visits
- Historic international visitor milestone: Western Australia welcomed 1.024 million international visitors in the year to October 2025, marking the highest number ever recorded and signalling a full rebound from pandemic lows.
- Outperformed pre-COVID levels and forecasts: This figure exceeded the pre-pandemic record of 996,000 and saw WA recover faster than the rest of Australia, positioning it as a tourism leader nationally.
- Strategic campaigns drove demand: Major global marketing efforts — including the Walking On A Dream brand and celebrity-led initiatives like Drive the Dream with Daniel Ricciardo — helped boost awareness and bookings.
- Events & connectivity boosted appeal: High-profile events (e.g., WWE: Crown Jewel, Bledisloe Cup), expanded aviation links to 20 cities and cruise tourism reaching 160% of pre-COVID levels further spurred visitation.
- Strong economic impact: Tourism now underpins 120,000+ jobs and supports over 30,000 tourism/hospitality businesses, reinforcing its role in WA’s economic diversification strategy.
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AI in travel
Platforms in travel
Agoda launches Booking Form Bot AI chatbot to reduce drop-offs
- Agoda has introduced a new AI chatbot called the Booking Form Bot to help travellers with questions during the checkout stage of booking.
- The bot appears directly on the booking page, giving users instant, context‑aware answers about cancellation policies, promo codes, price details and more without leaving the page.
- Agoda’s own research showed that a significant share of users backtrack from the booking page to re‑check details, so this tool aims to reduce drop‑offs and friction.
- This builds on Agoda’s existing AI suite — extending capabilities beyond general property questions to directly improve conversion at the final purchase step.
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AI in travel
Gen AI is hijacking the travel planning funnel – Harvard Business Review
- Generative AI is disrupting the travel discovery funnel — AI tools like ChatGPT and Google’s Gemini are now answering travel planning questions directly, reducing the need for travellers to visit traditional aggregator sites like Expedia and Booking.com for inspiration and search.
- Online travel platforms’ core value is being eroded — These aggregators historically made money by capturing early intent (search traffic), monetising ads and transaction fees — but AI’s conversational interfaces are pulling that critical engagement point away from them.
- The “gateway role” is under threat — As AI keeps users in its ecosystem longer and answers more planning questions upfront, travel platforms risk losing influence over decisions, upsells and cross‑sell moments that drive revenue today.
- Platforms must evolve beyond efficiency — HBR argues that to stay relevant, incumbents need to shift from functional cost‑efficiency to building emotional, personalised and engaging experiences that keep travellers involved throughout the journey.
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AI in travel
Travel by numbers
AI traffic across travel searches surged across holiday period
- Travel saw a massive 539% YoY spike in AI-driven visits, making it one of the top-growing sectors for generative AI traffic, just behind retail. Big opportunity here for discovery-focused travel brands.
- AI-referred traffic delivers higher value — these visitors convert better, spend more time on site, and bounce less, suggesting strong alignment with high-intent travellers planning trips or comparing offers.
- Consumers trust AI travel suggestions: Almost half of users trust generative AI results, and 81% said it enhanced their shopping experience — this trust translates well to travel planning.
- Search experience = booking influence: With AI tools reshaping how people search, plan and compare destinations, having optimised content and presence across AI ecosystems is crucial.
- Timing matters: The report shows extended peak digital activity periods — for travel, this could mean longer booking windows and more flexible campaign planning across the season.
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AI in travel
Travel by numbers
Social media and AI drive travel bookings in 2026
- Travel in 2026 is all about bold, immersive and culturally rich experiences — driven by a shift to maximalism, creativity, and authenticity, with travellers favouring deeper engagement over surface-level sightseeing.
- Social media drives bookings: 76% of travellers share trips online, 72% cite creators as booking influences, and nearly 50% choose destinations based on Instagrammability. TikTok Go now even enables direct hotel bookings via influencers.
- AI is now a mainstream travel tool — used by 40% of travellers (even higher among Gen Z and millennials), while 35% of major travel firms referenced AI in 2024 reports. Still, experts warn that human oversight remains key.
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AI in travel
Travel by numbers
Travel set to surge in 2026 by the numbers
- Global travel is surging toward $1.67 trillion in bookings, with the wider travel and tourism sector contributing $11.7 trillion to global GDP and supporting 371 million jobs — showing real post‑pandemic strength.
- Online travel bookings are set to top $1.07 trillion, growing at ~8% year‑on‑year, while OTAs will account for $408 billion, with APAC leading the charge in both digital and market growth.
- AI is now mainstream in trip planning — 58% of U.S. travellers used AI tools in 2025, and 39% used them specifically for travel planning, reshaping how and where consumers start their journey.
- Search is slipping, socials are rising — younger cohorts are ditching Google as the trip starting point in favour of TikTok, Insta, and AI‑powered suggestions.
- Big spenders want more than points — high‑value travellers are shifting focus to personalisation and experience over loyalty perks, while short‑term rentals and luxury travel continue to see digital‑driven growth.
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AI in travel
PwC report uncovers AI gaps in tourism and hospitality
- AI is now a must-have in hospitality, powering hyper-personalised guest experiences, smarter customer journeys, and leaner operations — a goldmine for marketers to elevate brand loyalty and ROI.
- 91% of brands are dabbling in AI, but only 3% have scaled it fully — presenting a huge competitive edge for marketers who can bridge the tech-talent gap and push AI beyond pilot mode.
- Legacy tech and lack of AI-ready talent are stalling progress — meaning marketing teams with strong martech strategies can lead the charge in transformation and innovation.
- AI’s biggest wins are in predictive analytics, segmentation, and automation, helping marketing teams optimise spend, boost personalisation, and uncover guest behaviour trends at scale.
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Platforms in travel
Travel by numbers
Paid vs organic Google Hotel Finder experiment
- An experiment by The Cornell Center for Hospitality Research shows when Google Hotel Finder’s free organic link is enough, and when investing in paid ads actually drives extra demand and revenue for hotels.
- Paid visibility meaningfully boosts total demand and shifts more bookings into direct channels when a hotel has high availability but low organic impressions.
- When organic exposure is already strong or inventory is tight, running paid ads delivers little incremental benefit.
- The findings give hotels an evidence‑based playbook for deciding when to activate or pause paid participation on Google Hotel Finder.
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AI in travel
Data privacy in travel
2026 travel is all about AI and biometrics according to Phocuswright analysts
- Tech‑driven travel experiences are set to boom in 2026, with Phocuswright analysts forecasting strong adoption of agentic AI for smarter booking, planning and personalised recommendations that go beyond traditional search and suggestions.
- Biometric systems will streamline travel — from airport check‑ins to hotel access — improving convenience, security and the overall customer journey.
- Personalisation is the new normal, as travellers increasingly seek tailored, authentic experiences over generic packages, with AI empowering hyper‑targeted offerings.
- Emerging markets are reshaping demand, especially in the Middle East (luxury/ecotourism focus) and Asia (notably India and South Korea), influencing future travel and hospitality strategies.
- Challenges remain, including data governance, digital identity integration and adapting to dynamic AI‑powered pricing models that affect revenue and customer satisfaction.
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AI in travel
Platforms in travel
Agoda says localisation and AI key to success for Asia hotels
- Agoda highlights localisation as a major competitive advantage — properties adapting to local languages, payment methods and cultural preferences see better conversion, loyalty and guest satisfaction.
- Data backs the strategy: hotels with advanced localisation report up to ~99 % higher satisfaction, ~95 % more repeat bookings and stronger pricing power.
- AI and tech tools are part of the solution, helping platforms and hotels personalise experiences from search to stay (interview context emphasises seamless, intuitive processes supported by tech).
- Key takeaway for hotels: blending global reach with deep local relevance — culturally and digitally — is essential to thrive in Asia’s fast‑growing tourism scene.
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Travel by numbers
APAC airline demand up >9% with heightened international demand
- APAC airlines demand up ~9% in late‑2025: Asia‑Pacific carriers saw a strong year‑on‑year increase in passenger demand (~9.3%) for November 2025, outperforming many other regions despite ongoing geopolitical tensions in the region. Total demand (RPK) and capacity grew, and load factors were high, signalling robust travel appetite.
- Strong international travel drive: International demand outpaced domestic growth, with APAC international travel up ~7.7% overall, suggesting that cross‑border leisure and business travel remains resilient even with some China–Japan traffic slowing.
- Record load factors: Load factors hit record highs for November (over ~83–85% in many measures), indicating airlines are filling a high proportion of available seats — a strong signal of efficient capacity usage and healthy consumer demand.
- Geopolitical context not dampening overall growth: While geopolitical tensions (e.g., slower China–Japan traffic growth) are noted, they haven’t significantly dented overall demand — pointing to the region’s travel resilience and opportunity for airlines and travel brands.
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Platforms in travel
Sprout Social shares how influencers are now key to UK travel marketing
- Influencer partnerships are now central to UK travel marketing, with creators acting as modern destination guides and turning authentic social content into real bookings and loyalty — especially with younger travellers who trust creator stories over traditional ads.
- Authenticity and alignment matter most — real, experience‑driven content that reflects an influencer’s genuine travel style (e.g., eco‑travel vs luxury escapes) resonates better and drives engagement than polished, generic ads.
- Choose the right channels strategically: TikTok excels at short‑form wanderlust and tips, Instagram mixes aspirational visuals and practical advice, and YouTube is great for long‑form planning content — each reaching different traveller mindsets.
- Vet partners beyond surface metrics — check audience geography, engagement quality and travel ethics to avoid wasted spend and brand risk.
- Best practice = clarity + measurement: clear briefs, transparent compensation, and performance tracking help build trust and show ROI, making influencer campaigns more effective and scalable.
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Platforms in travel
Travel by numbers
Travel searches for Eastern Europe and New Zealand rising according to KAYAK report
- Travel interest is rising significantly for Eastern Europe and New Zealand in 2026, according to KAYAK’s Travel Trends Forecast, with demand up and airfares dropping.
- Eastern European destinations like Prague (+180%), Sofia (+136%) and Krakow (+106%) are among the fastest‑growing searches, showing strong interest from global travellers.
- Christchurch, New Zealand saw a 194% surge in flight interest, becoming the fastest‑growing destination — helped by new nonstop flight services.
- Airfares are decreasing in multiple markets — e.g., Sarajevo (-36%), Split (-33%), and Italy’s Naples/Florence (-26%) — making travel more affordable and encouraging trip planning.
- Broader patterns include increased summer 2026 international flight searches (~+9%) and strong interest in destinations influenced by pop culture or major events (e.g., Milan ahead of the Winter Games).
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Platforms
Platforms in travel
Google Maps can now be selected in Demand Gen campaigns
- Google Maps is now a selectable channel in Demand Gen campaigns — advertisers can include Maps placements alongside YouTube, Discover, Gmail, etc., or even run Maps‑only Demand Gen campaigns.
- This adds location‑centric reach to Demand Gen, letting brands show visual ads where people are actively exploring places, routes and local businesses — essentially tapping high‑intent discovery moments.
- It gives much finer control than before, moving Demand Gen from a mostly automated mix into something marketers can tailor more precisely by channel.
- Local and multi‑location advertisers stand to benefit most, especially for driving foot traffic or awareness where Maps usage aligns with real‑world decisions.
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AI in travel
Platforms in travel
Alexa+ adds Expedia travel booking by voice
- Amazon is integrating Expedia into its generative‑AI‑powered Alexa+ assistant so users can conversationally search, compare, book and manage hotel and accommodation reservations through natural language voice commands, not just browse and click.
- This capability is part of Alexa+’s expanded agentic features launching throughout 2026, marking a shift from passive voice answers to AI agents that can complete complex tasks like travel bookings.
- Alexa+ will use Expedia’s inventory to tailor suggestions by criteria like location, room type, price range and other preferences, and can finalise bookings directly once the user confirms.
- Expedia is one of several partners (alongside Yelp, Angi and Square) that turn Alexa+ into a multi‑service agent — from travel and local business discovery to appointments and home services.
- This reflects a broader trend of voice assistants moving into agentic AI, acting more like personal concierges that can execute transactions rather than just provide information — something that could reshape travel tech interactions and distribution channels.
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AI in travel
AI is changing travel: “This is how ChatGPT is killing our business”
- From using mobile phone digital keys and porter robots in hotels to AI chatbots planning holidays, new tech is eliminating “typical travel pain points such as queues, misunderstandings, or misinformation”, according to McKinsey & Co.
- A Norwegian operator tweeted “This is how ChatGPT is killing our small local business”, highlighting how generative AI can divert traffic from local sites and platforms.
- Marketing expert Dr Marianna Sigala said travel planning via AI brings “hyper‑personalisation”, altering everything from destination choice to itinerary building.
- The article notes that AI‑planned itineraries might nudge tourists away from overcrowded hotspots or even replace some actual travel with virtual experiences like digital twins of major attractions.
- Despite tech advances, survey respondents preferred tech that “replace certain tasks … not workers”, and stressed “we still need that human warmness … we still need to talk with humans” when experiencing travel.
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AI in travel
2026 and the future of travel marketing
- AI is reshaping the travel funnel – from inspiration to post-trip engagement, AI tools like chatbots and virtual agents are now key touchpoints in the customer journey.
- Chatbots are doing more than customer service – they’re now central to conversion, handling real-time recommendations, upselling, and personalised booking flows.
- VR is becoming part of the pre-booking playbook – marketers can use virtual destination previews to boost traveller confidence and reduce drop-off rates.
- Agentic AI means hands-free planning – think of AI that not only suggests, but books and reschedules trips autonomously, offering a new frontier for loyalty and CX strategies.
- Human + AI hybrid experiences are the sweet spot – marketers should focus on blending automation with personal service to build trust and drive retention.
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AI in digital
AI in travel
Platforms
Platforms in travel
Google Labs unleashes AI-powered browser, Disco
- Disco is an experimental AI‑powered browser experience from Google Labs that reimagines how browsing works by turning your open tabs into interactive, task‑focused mini web apps.
- Using Google’s Gemini 3 model, Disco’s GenTabs feature analyses what you’re doing across tabs and natural language prompts, then dynamically generates a custom web app to help you complete that task (e.g., trip planner, meal organiser, study tool).
- Rather than passive browsing, Disco blends browsing + action — users open real web pages, and GenTabs synthesises them into an interactive interface tailored to your goal.
- This is an early prototype available via a waitlist, initially on macOS, with Google gathering feedback and potentially evolving ideas into broader Chrome features later.
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Travel by numbers
Phocuswright releases Travel Forward Report for 2026: Key trends revealed
- The worldwide travel market is projected to reach US$1.67 trillion in gross bookings in 2025/26, with travel and tourism contributing over US$11.7 trillion to global GDP and supporting ~371 million jobs, showing resilience despite economic headwinds.
- Online bookings are forecast to rise ~8% to US$1.07 trillion, while AI use for travel planning is mainstream — ~58 % of active U.S. travellers use AI tools and ~39 % for research/planning — signalling a meaningful shift in how trips are planned.
- OTAs are set to generate about US$408 billion in bookings, particularly strong in lodging and emerging markets, even as suppliers push direct channels and digital maturity increases.
- The report highlights evolving dynamics in short‑term rentals, luxury travel, corporate travel and loyalty programmes, driven by tech, shifting consumer preferences and regional growth differences.
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Travel by numbers
Hotels at advanced localisation stages report a 59% stronger RevPAR, according to Agoda report
- Multilingual capabilities = bookings boost: Hotels using multilingual platforms like Agoda saw a ~59% stronger RevPAR impact, proving that speaking your customer’s language online pays off.
- Language impacts loyalty and spend: Guests are more satisfied and willing to spend more when hotels localise booking and communication touchpoints in their native language.
- Most hotels not doing enough: Only one-third of hotels go beyond surface-level translation — missing out on the full value of integrated multilingual strategies across marketing, booking, and on-site services.
- Asia’s diverse markets demand nuance: With Asia now leading in international travel growth, offering tailored, language-specific online experiences is more critical than ever.
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AI in travel
Expedia Group goes all in on AI but believes it still requires human input
- Expedia Group, which appointed its first chief AI and data officer this month, believes AI content can work, so long as it still has a human touch.
- In an experiment, Expedia showed participants a mix of non-AI-enhanced, AI-enhanced and fully AI content. “A good percentage of the travelers really didn't mind, and actually, I don't want to say they preferred [it], but they did not mind the AI-enhanced content as long as it did have some human touch in it as well,” Rob Torres, SVP of media solutions and retail partnerships for Expedia Group.
- However, he cautioned that it is still early days, and testing is key to identify effective AI tactics in travel marketing. “Good content creators are not going away, good marketing is not going away because … that art is a big part of the creative process.”
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AI in travel
Travel by numbers
Almost 40% of US travellers use gen AI for trip planning
- Nearly 40% of U.S. travellers used generative‑AI (gen AI) tools in the past 12 months for trip research — up 11 percentage points in just a year, according to Phocuswright’s latest research.
- Traditional search remains the dominant research tool, but its share is falling as AI‑powered discovery grows — suggesting gen AI could soon eclipse classic search for travel planning.
- Use of gen AI for travel is highest among Millennials; the “AI‑using traveller” tends to be younger, wealthier, takes more trips (incl. international), and spends more per year than average.
- Despite rising comfort with AI in planning, many travellers still rely on trusted human‑centric sources — friends/family opinions and peer reviews remain more influential than AI recommendations.
- Key travel decisions — from destination choice to bookings — are increasingly influenced by AI outputs, reshaping how inspiration and intent converge in trip planning.
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AI in travel
Otto The Agent, AI assistant for business travellers, launches publicly
- Otto The Agent — an AI‑powered “executive assistant” for business travellers — has launched to the public after nine months in closed beta.
- The platform, built by travel‑industry veterans including former execs from Expedia Group, Egencia and Concur, aims to give every business traveller concierge‑level support — something usually reserved for top execs.
- Otto learns a user’s preferences — airlines, hotels, loyalty programmes, even seat and room‑type quirks — and can plan, book, cancel or rebook trips entirely within its interface.
- It integrates with travellers’ calendars and can proactively detect upcoming trips, suggesting itineraries and adjusting plans if things change (e.g. a meeting time shifts or a flight is grounded).
- For now, Otto supports flights and hotels — but its future roadmap includes adding car rentals and even dinner‑reservations, to more fully replicate what a human executive assistant would handle.
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AI in travel
Asia’s first AI-powered conversational cruise search
- Int2Cruises has launched what it calls Asia’s first AI‑powered conversational cruise search, letting users find cruises via natural‑language text or voice commands.
- The tool spans a huge catalogue — more than 25 international cruise lines, 300+ destinations and 50,000+ itineraries globally.
- Users can simply type or speak everyday travel wishes, e.g. “Cruise from Barcelona in May 2026” or “Family‑friendly cruises in the Bahamas,” and get tailored cruise options within seconds.
- By using advanced natural‑language processing, the AI understands traveller intent and returns relevant matches — removing the need to rummage through long lists or complex filters.
- The launch marks a shift in travel technology toward more intuitive, mobile‑first planning — potentially lowering the barrier for people to discover and book cruise holidays.
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Travel by numbers
Travellers look for more “meaningful journeys” according to new Minor Hotels report
- Travellers today are gravitating towards “meaningful journeys,” looking for emotional, relational and spiritual connection rather than just ticking off destinations — prompting hotels like Minor Hotels to shift focus from mere service delivery to creating deeper, purpose‑driven experiences.
- According to the report, 94% of respondents plan to travel as much or more in 2026, with one‑third anticipating more trips, and 47% intending to spend more — among luxury travellers, 61% foresee increased travel frequency.
- The emphasis is firmly on quality over quantity: travellers want personal value and memorable experiences, not just more frequent trips.
- Practical constraints still shape decisions: 53% cite affordability as a major factor, followed by seasonality, ease of travel and time; over half book within three months of departure.
- When planning, 80% of travellers use hotel websites, far outpacing personal recommendations (35%) and online‑travel agents (29%), while newer tools such as generative‑AI chatbots are beginning to gain traction (12%).
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