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.
Platforms in travel
Travel by numbers
The majority of travel consumers start their search on Google, with Gen Z opting for Google Flights/Hotels
- According to a new report on Decoding Online Shopping: Travel & Hospitality Consumer Trends for 2025 by AB Tasty, the majority of travellers still start their search on Google.
- 54% of consumers start their travel search on a traditional search platform like Google or Bing, 49% on an aggregated travel site like Booking.com, 45% on Google Flights/Hotels, 33% use social media, 27% on a brand site, 16% from influencer posts, and 10% via travel media.
- Breaking from the trend, Gen Z starts their search with Google Flights/Hotels (52%), and social media (50%), while just under half use a traditional search provider (49%).
- When it comes to the biggest factor influencing consumers to leave a site before purchasing, for most it’s because they’re not ready to buy. Again, breaking the trend, Gen Z’s biggest factor for not purchasing is preferred payment methods not accepted.
- When asked “Have you ever used AI tools, chatbots, or virtual assistants to help plan/book travel or solve travel-related issues? How helpful did you find these tools?” 36% said yes and found it helpful, 32% hadn’t used AI but would, 18% said it wasn’t helpful, and 15% had no interest in trying AI.
- Breaking it down further, 49% of Gen Z have used AI products for travel research and found it helpful, 41% of millennials felt the same. Only 32% of Gen X have used it, and 21% of baby boomers. However, both the majority of Gen X and baby boomers were interested in trying it.
- Unfortunately we cannot share the report directly here. Contact us for a copy of the report.
AI in travel
AI search results include more diverse travel sources
- AI results include more diverse travel sources, but legacy brands still dominate visibility: Among 5,824 URLs in Google’s AI-generated travel results, 1,371 unique domains emerged—590 classified as “Hidden‑Gem” challengers, and 781 established players.
- Hidden Gems appear alongside big names, but they don’t dominate: Established domains appeared 4,576 times, while Hidden Gems only appeared 1,248 times.
- “Hidden Gems” highlight first‑hand, authentic content—rather than relying on traditional SEO strength: This initiative emphasizes content with personal insight and niche expertise, rather than big-brand SEO metrics.
- Challenger travel brands have new opportunities—but must stay consistent and authentic: To stand out in AI-powered search, smaller brands should produce steady, intent‑driven content that reflects genuine experiences.
- SEO is evolving—not obsolete: While AI surfaces more varied voices, traditional ranking still matters: established domains appear more frequently, and foundational SEO remains relevant alongside fresh content strategies.
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AI in travel
Travel by numbers
Young adults becoming less comfortable with AI trip planning
- Comfort among Gen Z (18–24) dropped sharply: In 2024, 47% were comfortable using AI for travel planning—but that’s fallen to just 34% in 2025.
- Millennials (25–34) also saw a decline, from 47% in 2024 to 38% in 2025—showing a cooling trust in AI among younger adults.
- In contrast, Americans aged 55+ became slightly more at ease, with comfort rising from 16% in 2024 to 20% in 2025. Millennials (35–44) now lead in comfort levels, up from 37% to 41%.
- Gender gap persists: Men’s comfort shrank from 39% to 34% in 2025, while women’s comfort held steady at 26%. Notably, 44% of women say they’re not comfortable using AI for trip planning—versus 36% of men.
- Overall sentiment remains steady: 40% of all respondents are not comfortable with using AI for trip planning—unchanged from 2024. Only 30% say they’re comfortable, down slightly from 32%. Moreover, nearly one in four (23%) prefer not to use AI at all.
- Where comfort exists: People are most at ease using AI for “review and rating analysis” (28%), followed by interest-based recommendations (26%), translation tools (26%), building custom itineraries (21%), and real‑time chatbot help (17%).
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![“The [travel] industry must escape Google’s chokehold.”](https://imagedelivery.net/x7qwgdJJgSn5fe-l-DmZ3A/inmarketingwetrust.com.au/2025/08/The-travel-industry-must-escape-Googles-chokehold.jpg/w=448,h=258)
Platforms in travel
“The [travel] industry must escape Google’s chokehold.”
- Looking at tech trends in travel over the next 20 years, Rod Cuthbert, Founder of Viator, says “The industry must escape Google’s chokehold.”
- Cuthbert warns innovation is being throttled by tech monopolies. “Google’s dominance has been bad for tours, activities and the industry at large. No monopolies are good. We’ve all paid their toll, and they’ve given little back.”
- Looking ahead, he stated: “We’ll need more choice, more platforms, and above all, more authenticity.”
- Timothy Hughes, Vice President of Corporate Development at Agoda, predicts a big change coming to content. “We’re about to break the rules again. Content will be rewritten, pushed, displayed and generated in ways we haven’t even figured out yet. We still haven’t solved the old rules.”
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AI in travel
Platforms in travel
Google introduces new AI-powered Flight Deals feature
- Purpose-built for deal-hunters with loose plans: Flight Deals lets users describe their dream trip using natural language—think “week‑long summer trip to a foodie city, nonstop only”—and the AI surfaces relevant, affordable flight options without needing exact dates or destinations. It taps into real‑time Google Flights data to deliver current bargains.
- Easy discovery of unexpected and offbeat destinations: The AI tends to suggest both well-known spots (like tropical snorkeling destinations) and lesser-known gems (e.g., Cluj-Napoca, Ljubljana)—great for sparking creative travel ideas.
- Currently in beta and region-limited: The rollout began in mid‑August 2025 across the U.S., Canada, and India, with no opt-in needed. You’ll find Flight Deals either on its dedicated page or via the Google Flights menu.
- Marketers targeting budget-conscious or flexible travellers should pay attention: this tool may become a primary starting point in travel planning journeys.
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AI in travel
Platforms in travel
Google Maps most trusted travel source for AI platforms
- In research on various travel sites visibility across key AI platforms Google Maps was found to be the most visible across ChatGPT, Meta AI, and unsurprisingly Google AI Mode, AI Overviews, and Gemini.
- Tripadvisor came out on top for Grok and Perplexity, while Expedia was by far the most visible travel site across Microsoft Copilot.
- The next most visible travel sources across AI were Kayak, Booking, Skyscanner, Wanderlog, Viator, and Priceline (in order of most visible).
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Platforms in travel
Travel by numbers
57% of Gen Z use TikTok to make travel decisions
- According to data from Phocuswright’s “U.S. Travel Trends 2025” report, approximately 64% of U.S.-based Gen Z travellers made a travel decision based on content they saw on social media. Interestingly, this was only slightly higher than their millennial counterparts, at 61%.
- 57% of Gen Z respondents said that they used TikTok to make a trip decision, compared to just 29% of millennials, who said they lean more on Facebook (62%).
- According to Thomas Hertkorn, head of online marketing at a&o hostels, TikTok has actually usurped Google as "the main game.”
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Travel by numbers
Almost half of young travellers decisions shaped by social media
- Pop‑culture‑driven travel is booming: According to a 2025 survey by Allianz Partners USA (Vacation Confidence Index), younger Americans—especially those aged 18–34—are strongly influenced by social media and pop culture in choosing their travel destinations.
- Nearly half are swayed by social media: 47% of respondents in that age group report their travel decisions are shaped by platforms like TikTok, Instagram, and YouTube.
- TV and movies matter, too: 42% say they pick vacation spots based on TV shows and films—meaning on‑screen inspiration is driving real‑world travel.
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AI in travel
Platforms in travel
Global travel trends in generative AI
- Travel AI tools help users to plan, book, and optimise their travel experiences. They can automatically search for flights, hotels, and activities based on user preferences, and even handle itinerary changes or customer support.
- As capabilities mature, the sectors most likely to be disrupted include: Online Travel Agencies (OTAs), Corporate Travel Management, Concierge Services, and Customer Experience Platforms.
- According to Similarweb data, travel AI tools traffic continues to rise, with Mindtrip enjoying the largest share of traffic, followed by Layla, and Wonderplan.
- Contact us for a copy of the report
Platforms in travel
Airbnb dials back traditional advertising in favour of social media
- TV advertising is being dialled back in favour of social media, with CEO Brian Chesky noting that travel inspiration is increasingly happening on mobile and social, not through high‑intent Google search.
- Performance marketing remains a “surgical topper”, enhancing brand‑led initiatives rather than replacing them, as CFO Ellie Mertz highlighted.
- 90% of Airbnb traffic continues to be direct or unpaid, giving the company leverage to reduce reliance on performance channels.
- “The whole world [is] seeing that a lot of travel is switching from desktop to mobile and from Google search to social media.” - Airbnb CEO, Brian Chesky
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AI in travel
Platforms in travel
Expedia is all-in on AI
- AI driving big wins for partners – Expedia’s in-house AI tool, Scout, gave hotel partners tailored recommendations, leading to $6B in extra revenue and a 10% lift in transactions last year.
- Boosting traveller experience – AI-powered features like smart search filters, a fare finder that spots flights 20% cheaper than predicted, and an AI itinerary builder are lifting conversions by up to 15%.
- AI in advertising – “Artificial creative intelligence” is now generating and selecting the best images for ads, turbo-charging Expedia’s marketing efforts.
- Deep AI integration – Expedia builds and partners on AI, weaving it into every part of its platform rather than “bolting it on,” with tools supporting internal teams, partners, and travellers alike.
- Future-focused & experimental – The company sees AI as core to its DNA, encourages rapid experimentation, and is exploring an “agent-to-agent ecosystem” to make travel discovery and booking even smoother.
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AI in travel
Branded hotel properties dominate AI search
- AI is reshaping hotel discovery – Cloudbeds’ global study of 145 upscale hotels found that branded properties dominate AI recommendations, with 2 in 3 suggested by ChatGPT, Gemini, and Perplexity belonging to major groups.
- OTAs lead AI citations – Over half (55.3%) of AI-sourced hotel recommendations come from online travel agencies, particularly Tripadvisor, Expedia and Booking.com, which already have AI platform partnerships.
- Digital footprint drives visibility – Properties with high guest ratings, strong review volumes, and a presence across YouTube (98%), travel blogs (97%) and Reddit (95%) were far more likely to appear in AI results.
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Travel by numbers
Insights from Charting The Path: Travel report
- According to The Growth Distillery’s research, 82 per cent of Australians say that travel is “very important” to them. More than nine in 10 intend to travel within the next 12 months.
- Four-fifths are revisiting holiday budgets and expectations due to rising costs. Nearly three-quarters of Australians (and 78 per cent of Gen Z) are making sacrifices and concessions in other areas of life in order to travel.
- Nearly three-quarters of Australians regularly consume travel content, even when not planning a trip. More than four-fifths actively consume travel content as members, subscribers, or followers. And two-fifths are looking at at least five separate travel topics at a time during their trip researching.
- Two-fifths of travellers say they don’t enjoy the booking experience, plus two-fifths of travellers think travel brands are too generic and cliched.
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Travel by numbers
39% of Aussie’s bought travel, hotel, and airline bookings online last year
- In the latest Commerce 2025 report by IAB Australia, it was found 39% of Australians purchased travel, hotel, and airline bookings online last year.
- This makes it the 4th most popular product/s to purchase online, behind clothing, groceries, and takeaway.
- Travel, hotel, and airline bookings were more popular with over 50s and women.
- Unfortunately we cannot share the report here, please get in contact with us if you'd like to view it.
AI in travel
Platforms in travel
AI enthusiasm in APAC is high according to Booking.com
- AI enthusiasm in APAC is high: 95 % are excited and 82 % familiar with AI, only trailing LATAM and well ahead of EMEA and NORAM.
- Real-world use is strong: in APAC, 41 % already use AI for education and transportation, reflecting deeper integration beyond travel planning.
- Trust remains limited: globally just 6 % fully trust AI and only 12 % are comfortable with AI making decisions on its own; APAC consumers mirror this cautious mindset.
- AI is becoming central to travel: globally 89 % want to use AI for future travel planning; in APAC, AI assistants (24 %) are now more trusted than travel bloggers (19 %) or influencers (14 %).
- Responsible AI matters: across regions, 71 % value AI for helping avoid overcrowded destinations and 60 % seek tools that support local community impact.
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AI in travel
Travel by numbers
Hyper-personalisation key to luxury travel bookings
- Hyper-personalisation is on the rise in luxury travel, with brands like Minor Hotels, Fairmont, and Marriott moving away from generic services towards bespoke guest experiences.
- 85% of hoteliers now see personalisation as key to commercial success, with the potential to boost revenue by up to 5%, according to the ATM Travel Trends Report 2025.
- The customisation and personalisation travel market is booming, projected to hit $620.71 million by 2032, per Future Market Insights Inc.
- Tech is playing a big role, with AI and chatbots enabling personalisation at scale—though industry leaders say human connection remains essential.
- Luxury travellers are changing, now seeking meaningful, tailored experiences over flashy, traditional luxury.
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AI in travel
Platforms in travel
Ansett returns (kind of) with proactive search
- Iconic brand revived with a modern twist: Ansett Australia, once the nation’s second‑largest airline until its 2001 collapse, is back—not as an airline, but as Ansett Travel, an AI‑powered travel platform founded by Melbourne entrepreneur Constantine Frantzeskos who secured the lapsed trademark.
- AI at its core: Designed from the ground up with AI in mind—using large language models, predictive pricing engines and recommendation systems to deliver a “true” digital concierge rather than just another OTA.
- Global reach, local trust: The platform connects with 500+ airlines and 3 million hotels, emphasising both scale and the nostalgic trust embedded in the Ansett name—even as it targets digitally savvy travellers rather than relying on nostalgia alone.
- Looking ahead with predictive features: Future plans include auto‑generated itineraries, pre‑trip alerts and calendar‑aware prompts (e.g. school holidays, anniversaries)—aiming to shift travellers from reactive search to proactive suggestions.
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AI in travel
The top 10 domains cited in AI for travel questions
- Profound's latest research shows which website the major AI Models visit to answer travel related queries (4M Citations across ChatGPT, Google Gemini, Google AI Mode, Google AI Overviews, Perplexity, MSFT Copilot, Grok, and Meta AI).
- The top 10 domains cited for travel questions, are: Reddit, Forbes, Trip Advisor, Wikipedia, Google, Kayak, Airbnb, upgradedpoints.com, travelandleisure.com, and Quora, respectively.
- Reddit saw more than double the percent share of the next cited domain, with 4.9% of the 4 million question citations used in the study.
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AI in travel
Gemini now embeds paid hotel listings directly in AI search
- Google's Gemini search now embeds paid hotel listings directly into AI-generated travel itineraries, giving hotels prime visibility during high-intent planning stages.
- This move shifts paid media from traditional search result margins into the core AI journey, opening earlier touchpoints in a traveller's decision-making process.
- Listings feature visuals, prices, and reviews, so marketers should prioritise visual-first content and rich media to maximise engagement.
- Success hinges on dynamic feed targeting and active optimisation, including keeping feeds fresh, competitive, and aligned with Google's evolving AI triggers.
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AI in travel
Travellers now trust AI assistants more than travel bloggers and influencers
- Booking.com has released The Global AI Sentiment Report, to see how people are responding to AI in travel.
- 89% of consumers want to use AI in future travel planning, with AI assistants (24%) now considered a more trusted source than travel bloggers (19%) or social media influencers (14%).
- 91% of global respondents say they are excited about AI and 79% are familiar with the technology, though levels vary across regions.
- The Asia Pacific (APAC) region shows the highest willingness to integrate AI into daily life-41% use AI for education as well as transport.
- When planning a trip, travellers most often use AI to research destinations and the best time to visit (38%), find local experiences or cultural activities (37%), and get restaurant recommendations (36%).
- “Generative AI represents one of the most significant technological shifts of our era, fundamentally reshaping how consumers engage with the world around them. As this technology matures, it’s not only transforming how companies like ours anticipate and meet evolving customer needs, it’s also raising the bar for what travelers expect from every interaction,” says James Waters, Chief Business Officer at Booking.com.
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AI in travel
Non-US travellers more likely to use AI for trip planning
- Young travellers under 35 are driving AI uptake in travel planning: 40% have used AI tools to plan trips, compared to just 20% in the 55+ age group.
- Popular AI use cases include itinerary planning (75%) and general research (71%), with lodging, visa info and safety advice also seeing notable application among younger users.
- Non-US respondents were 40% more likely to use AI tools than US respondents (30% vs. 21%).
- “AI is transforming how travellers research and prepare for trips, and the next generation of globetrotters is embracing it fully,” said Dan Richards, CEO of The Global Rescue Companies and a member of the US Travel and Tourism Advisory Board at the US Department of Commerce.
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AI in digital
AI in travel
Platforms
Google’s ‘Web Guide’ in Search Labs
- Google's rolling out 'Web Guide' in Search Labs, an AI experiment that smartly organises search results to help users discover web content more easily.
- It uses a custom version of Gemini AI to interpret both queries and webpages more deeply, grouping results by themes or subtopics.
- The tool enhances search with ‘query fan-out’, firing off multiple related queries simultaneously to surface the most relevant info.
- Ideal for open-ended or complex queries, like travel planning or cross-time-zone family communication tools.
- Initially available via the Web tab for opted-in users, with plans to expand to other Search areas based on performance and feedback.
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Travel by numbers
International tourists to Malaysia up 20% YoY
- Malaysia welcomed 16.9 million international tourists from January to May 2025, up 20% year‑on‑year.
- Nearly half of those arrivals (≈ 8.34 million) came from Singapore, followed by Indonesia (1.82 M), China (1.81 M) and Thailand (1.06 M).
- Long‑haul markets also rose: Australia (+16.6%) and the UK (+8.7%), showing broader appeal beyond regional neighbours.
- The growth surge was attributed to government strategies like the Visa Liberalisation Plan, digital marketing and airline partnerships, plus targeted industry incentives.
- Malaysia is gearing up for Visit Malaysia 2026, with a bold target of 47 million international arrivals, building on early‑2025’s momentum.
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Platforms in travel
Updated Google Keyword Planner good news for travel marketers
- Here’s a quick breakdown on Google’s updated Keyword Planner:
- Added city, region, DMA and device-level forecast breakdowns, making it easier to see search volume across locations and platforms.
- Useful for multi-location or geo-targeted campaigns, allowing more precise budgeting and tailored targeting strategies for travel marketers.
- Continued support for grouped keyword ideas, helping streamline keyword discovery alongside these new views.
- Screenshots suggest a staged or quiet rollout since early July, possibly limited to select accounts.
- This upgrade gives PPC and local marketers sharper insights into where and how searches are happening, helping you allocate budget smarter and optimise performance at a granular level.
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Travel by numbers
Insights from World Economic Forum’s Travel & Tourism report
- Global tourism is projected to reach 30 billion trips and contribute US $16 trillion to GDP by 2034—over 11 % of the world economy—growing 1.5× faster than the global economy.
- Asia is the fastest‑growing region, with direct travel GDP in the region expected to exceed 7 % by 2034; India and China will make up 25 % of outbound trips by 2030.
- Booming travel segments include sports tourism (forecast at US $1.7 trillion by 2032) and ecotourism (growing at 14 % CAGR); travel tech (US $10.5 billion in 2024) is set to nearly double by 2033.
- Meeting demand will require ~7 million new hotel rooms, ~15 million more flights annually, and infrastructure to support the 30 billion trips.
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Travel by numbers
Japan travel breaks records in first half of 2025
- Japan welcomed a record 21.5 million international tourists in the first half of 2025—a 21% increase year-on-year—marking the fastest growth ever.
- June alone saw 3.38 million visitors, up 7.6% from the same month last year, driven by school holidays and pent-up travel demand.
- Growth was broad-based: South Korea led with ~4.8 million arrivals, China surged +53.5% to 4.7 million, followed by Taiwan (+10%), the US (+27%), Singapore, India and Germany also seeing strong rises.
- Tourist spending hit a record ¥4.8 trillion (~US $32 billion) in H1—nearly matching all of 2019—and contributed significantly to Japan’s GDP.
- Japan aims for 60 million annual tourists and ¥15 trillion spending by 2030, and is using new roles and initiatives to spread visitors more evenly to prevent overtourism hotspots like Kyoto.
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Travel by numbers
Perth hotel occupancy the best in 10 years
- Perth’s hotel scene just hit a new high for June, smashing records for both average daily rate (ADR) and revenue per available room (RevPAR), according to early figures from CoStar. Key metrics were all up compared to last year.
- Occupancy for June 2025 hit 77.7% – that’s an 8.6% lift year-on-year. ADR jumped 11.8% to $232.56, and RevPAR surged 21.4% to $180.64. It’s the best June result since 2015.
- All up, occupancy stayed above 70% for most of June, dipping below that mark on just four days.
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AI in travel
Study: The Signals Behind Hotel AI Recommendations
- Cloudbeds has released a study offering the hospitality industry a look at how generative AI platforms like ChatGPT, Perplexity, and Gemini recommend hotels to travellers.
- OTAs are Crucial: Over 55% of AI-sourced hotel recommendations come from Online Travel Agencies (OTAs), with Tripadvisor, Booking.com, and Expedia leading the pack.
- Brand Advantage: Branded or large group hotels make up 72.4% of AI-recommended properties, enjoying a 4.43 percentage point higher visibility than independents.
- Reputation Matters: Top-ranked hotels consistently have excellent guest ratings and high review volumes, averaging a sentiment score of 75 out of 100.
- Digital Presence is Key: A strong online footprint is vital—98% of recommended properties appear on YouTube, 97% in travel blogs, and 95% on Reddit.
- Strategic Actions for Visibility: Hotels should focus on curating a strategic OTA portfolio, optimising their websites for accuracy and detail, managing their reputation across review platforms, expanding their digital footprint, and emphasizing unique brand storytelling.
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Platforms in travel
Major OTAs dominate visibility in both paid and organic search
- Booking.com and Expedia continue to dominate both paid and organic search visibility, with Booking.com leading overall and consistently bidding for hotel placements.
- Smaller OTAs are leveraging aggressive pricing strategies to compete with the visibility of larger players, focusing on competitive pricing to attract customers.
- Regional trends show varying strategies: In Asia, both Booking and Expedia face higher loss rates, reflecting a competitive pricing environment; in Australia, Booking leads in visibility with moderate pricing tactics, while Expedia remains competitive despite lower visibility.
- The report underscores the importance for hotels, especially independents, to adapt strategically, highlighting the need to understand market rules and invest in direct sales channels to improve visibility and profitability.
- Overall, the competitive landscape in the OTA market is marked by major players maintaining visibility dominance, while smaller OTAs leverage pricing strategies and local strengths to compete.
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Travel by numbers
Aussie travellers most influenced by the holidays friends & family share on socials
- Insights from a new study from the Tourism & Transport Forum (TTF).
- Family & friends top the influence charts: Over 27% of Australians say their holiday plans are inspired by what their mates and loved ones share on social media—outpacing traditional influencers, who sway just 15%.
- Online reviews matter: 23% of travellers rely on online reviews to guide their holiday decisions, highlighting the value of authentic feedback over polished posts.
- Winter travel dips slightly: 68% of Aussies are planning a winter getaway, down from 71% in autumn and 75% last summer—suggesting cost-of-living pressures are influencing travel choices.
- Domestic travel dominates: 57% are staying local this winter, with NSW (28%), QLD (26%), and VIC (21%) leading the pack.
- Snow trips are trending: 22% are heading to the snow, with Jindabyne and Thredbo seeing significant search increases on Booking.com.
- “This winter, we’re seeing that family and friends are the true influencers of travel,” TTF CEO Margy Osmond said. “Aussies are appreciating real holiday recaps that showcase the good, the bad, and the ugly; A side that isn’t always shown through curated snapshots of traditional influencer posts. Online review platforms are also playing a major role in shaping travel decisions, with people relying on honest feedback to plan their getaways with confidence.”
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