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 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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Travel by numbers
Global tourism arrivals up 5% in 2025
- Global tourism arrivals rose 5% Jan–Sept 2025, with over 1.1 billion travellers, despite inflation and global tensions.
- Africa and Europe led the rebound, with Africa up 10% and Europe attracting 625M tourists—boosted by a strong summer.
- Asia-Pacific grew 8%, nearing full recovery to pre-pandemic levels; North-East Asia surged 17%.
- Brazil (+45%), Vietnam, Egypt, Ethiopia, and Japan saw standout growth, surpassing 2019 tourist numbers.
- Spending is up too, with Japan (+21%) and Brazil (+12%) among top performers in tourism receipts.
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AI in travel
Platforms in travel
Virgin Australia teams up with OpenAI to provide AI-powered flight search
- Virgin Australia has struck a landmark deal with OpenAI — making it the first Australian airline to build AI-powered flight search and planning using OpenAI’s platform.
- The plan: customers will soon be able to describe their desired travel — e.g. dates, destinations, preferences — in natural language (e.g. via ChatGPT), and be served relevant Virgin Australia flights — “no filters, no tabs, just conversation.”
- Internally, Virgin Australia will also equip staff with secure, enterprise‑grade AI tools — improving staff workflows, customer service and operational efficiency.
- This move builds on Virgin’s earlier AI efforts: they’ve already launched an “AI Trip Planner” and use AI-driven systems for demand forecasting and dynamic pricing — the OpenAI partnership marks the next step in their digital transformation.
- For Australian travellers, it signals a shift: flight‑search could become more intuitive, personalised and conversational — potentially making trip planning simpler and more seamless for users.
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AI in travel
Platforms in travel
Emirates teams up with OpenAI
- Emirates Group has struck a strategic deal with OpenAI to roll out AI across its operations — deploying ChatGPT Enterprise across the company and setting up a dedicated “AI Centre of Excellence.”
- The deal includes company‑wide AI literacy programmes, sandbox‑style technical experimentation, and alignment sessions with leadership to embed AI tools into commercial, operational, and customer‑facing functions.
- For its part, OpenAI’s Rod Solaimani (Regional Director, MENA & Central Asia) said: “Emirates Group has laid out a bold vision for how AI can transform the future of aviation… embedding intelligence across their operations, empowering teams … and reimagining the travel experience for millions of customers.”
- The collaboration aims to unlock efficiencies in areas such as demand forecasting, crew management, predictive operations and personalised customer service — signalling a major step from isolated tech pilots to enterprise‑scale AI integration in aviation.
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AI in travel
63% of Asian travellers will use AI for their next trip
- According to Agoda’s 2026 Travel Outlook Report AI is the new travel essential.
- AI is becoming a go-to travel tool in Asia, with 63% of travellers likely to use it for planning their next trip – showing strong trust and adoption in tech-led travel.
- Trust in AI is improving, with 44% of people saying they somewhat or completely trust AI-generated travel info, while only 12% express distrust.
- Asian travellers want AI at every stage, from trip inspiration and itinerary creation to bookings and real-time navigation.
- Top features in demand include local attraction recommendations, translation services, and personalised travel plans – making AI a multifunctional travel companion.
- The trend signals a major shift in how marketers should engage travellers – prioritising AI-powered, hyper-personalised content and experiences.
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AI in travel
Travel by numbers
65% of US travellers will use AI to plan trips by EOY 2026
- According to a new report by Bain & Company, 65% of US travellers will use AI to plan trips by the end of 2026.
- Research and itinerary planning will be the most affected stage of the user journey, with it to become “entrenched” in 2026. We are currently in the “advanced” stage.
- Inspiration and discovery, as well as booking, will reach the “advanced” stage in 2026.
- It is also predicted that AI will boost ancillary revenues, via personalised upgrades, retail media, and more, rising to 25% as a proportion of overall revenue for large US travel suppliers by the end of 2026.
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AI in travel
Platforms in travel
Google rolls out more AI features in Search for Travel
- Google is expanding AI‑powered features in Search to help users plan entire trips, including building itineraries, finding flights/hotels and booking services.
- The new “Canvas in AI Mode” turns planning into a collaborative workspace: you can tell it your travel needs and it pulls in real‑time flight/hotel data, Maps info (photos/reviews), helps compare amenities and lets follow‑up refinement.
- They’re rolling out “Flight Deals” globally (200 + countries) — you simply describe where/when/how you’d like to travel and the AI surfaces bargain destinations and fares.
- Agentic AI booking is coming: you can describe the type of restaurant/reservation/event you want and AI will check availability across multiple platforms (e.g., restaurants, events) with direct links to book.
- In the future they aim to let users complete bookings for flights and hotels directly via the AI Mode — Google is teaming up with travel‑industry partners (e.g., hotels and booking sites) to build this.
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Travel by numbers
Reliance on OTAs increasing according to Siteminder’s Changing Traveller Report 2026
- OTAs have overtaken search engines as the top starting point for hotel searches, with 26% of travellers starting there vs. 21% using search engines.
- Word-of-mouth and AI-powered tools are gaining traction, especially among younger travellers, with 80% wanting AI features like price alerts.
- The OTA-to-direct booking path is growing, and dynamic pricing is now accepted by 65% of travellers.
- Event-driven travel and demand for higher-end stays are trending upwards, particularly among Gen Z and Millennials.
- Traveller preferences vary by region, highlighting the need for tailored marketing and booking experiences.
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AI in travel
Platforms in travel
Google Maps adds Insider Tips and Explore tab
- Google Maps is adding a new “Insider Tips” feature powered by Gemini AI that gives users “know before you go” insights like dress code, parking hints, secret menu items and best reservation timing.
- The app’s Explore tab is being updated: users can swipe up to find trending nearby spots, curated lists from influencers and trusted sources (e.g., Lonely Planet, OpenTable) and new experiences.
- These features are rolling out now in the U.S. for Android and iOS (for some), with global rollout of Explore tab later this month.
- For marketers: this means Google Maps is becoming more of a discovery and planning platform — so optimising your listing (dress code info, parking, special offers) and getting included in curated lists or influencer‑powered spots might help boost visibility.
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Platforms in travel
Hotel Price Callouts now live in Microsoft Ads
- Microsoft Advertising has rolled out global support for callouts in Hotel Price Ads, mirroring Lodging Campaigns and now covering all languages as of October 2025.
- These callouts let travel advertisers easily showcase booking perks like free cancellation or breakfast included, helping drive engagement.
- Callouts can be added to both new and existing campaigns or ad groups, making updates seamless.
- Crucially, callouts auto-match the user’s language setting—French users see French callouts, ensuring more relevant ad experiences.
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Platforms in travel
Travel by numbers
YouTube top travel inspo source in India according to Google-Kantar Report
- 68% of Indian travellers use YouTube for travel inspiration, making it the top source for travel dreaming in India.
- 59% of those travellers say they trust creators they watch on YouTube when planning trips.
- 85% prefer to book travel online, indicating digital‑touchpoints have become central across the travel process (inspiration → research → booking).
- Three quarters (72%) of domestic travellers say cost matters less than before, and 81% expect to splurge for better experiences.
- The report by Kantar for Google India outlines four distinct traveller archetypes (Memory Makers, Globe Trotters, Novice Travellers, Religious Pilgrims) — each heavily using creator‑led video content.
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AI in digital
AI in travel
Platforms
Platforms in travel
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.
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AI in digital
AI in travel
Platforms
Platforms in travel
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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AI in travel
Platforms in travel
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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Travel by numbers
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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AI in travel
Travel by numbers
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.
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AI in travel
Platforms in travel
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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Travel by numbers
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.
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AI in travel
Travel by numbers
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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AI in travel
Travel by numbers
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.
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AI in travel
Travel by numbers
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%).
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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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