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
SiteMinder’s 2025 changing traveller report
- Rise of the 'Everything Traveller': The 2025 traveller blends traditional and modern experiences, values online community recommendations over personal ones, and seeks a balance between spontaneity and practicality.
- Surge in International Travel Plans: A notable 72% of travellers intend to journey abroad in 2025, with Japan, the US, and France topping their destination lists.
- Shift Towards Digital Booking: There's an increasing reliance on search engines and online travel agencies for accommodation bookings, with 36% starting their search with a search engine and 42% opting for OTAs.
- Preference for Standard Rooms with Value-Added Extras: While 46% plan to book standard rooms to economise, many are willing to pay extra for enhancements like breakfast, larger rooms, and scenic views.
- Growing Interest in Eco-Friendly and Event Travel: A significant 70% are open to paying more for sustainable stays, and 65% are more inclined to travel for events compared to the previous year.
- Read more
AI in travel
Data privacy in travel
Platforms in travel
Travel by numbers
Booking.com reports 900% rise in scams
- Booking.com has reported a staggering 900% increase in travel scams over the past 18 months, with fraudsters leveraging AI to create more convincing fake websites and offers.
- In 2023, Australians lost a total of $2.7 billion to scams, with 20% of victims falling prey to holiday-related frauds.
- Scammers are using AI to craft highly convincing phishing emails and messages, tricking individuals into revealing personal and financial information.
- The use of AI has led to a 189% increase in fake airline reviews, making it more challenging for consumers to discern genuine feedback from fraudulent ones.
- Read more
Platforms in travel
Cheaper airfares equals growth for Flight Centre
- Flight Centre has experienced a significant increase in sales, driven by a notable drop in international airfares.
- Lower ticket prices have led to a rise in bookings to destinations such as Bali, Greece, and Italy.
- This growth aligns with a broader industry pattern of declining airfares over the past four quarters, making international travel more accessible to Australians.
- Flight Centre anticipates record sales volumes, approaching pre-pandemic levels, though acknowledges that reduced ticket prices may impact overall revenue.
- Read more
AI in travel
Travel by numbers
Insights from WTM London 2024
- Global travel is bouncing back: Leisure travel has surged, now making up 60% of all international tourism, with regions like the Middle East surpassing 2019 levels by 13%, thanks to major events and better connectivity.
- Travellers are seeking quality experiences: Post-pandemic 'revenge travel' has led to a preference for experiences over material goods, with a growing demand for 'affordable luxury'—elevated yet accessible experiences.
- Price sensitivity is on the rise: Despite higher travel costs, people are prioritising meaningful trips, becoming more price-conscious and willing to cut back on other expenses to fund their travels.
- AI is transforming travel marketing: Artificial intelligence is enhancing personalisation and efficiency in marketing, enabling tailored experiences and more effective customer engagement.
- Business travel is evolving: There's a shift towards 'bleisure'—combining business and leisure travel—with companies adapting to this trend by offering more flexible travel options.
- Read more
AI in digital
AI in travel
Platforms
Platforms in travel
Travel
The Future of Search at Mumbrella Travel Marketing Summit
- Last week Paul and Freddy were joined on stage by Google and TikTok to discuss the Future of Search in Travel at Mumbrella Travel Marketing Summit.
- From TikTok’s influence on travel discovery to Google’s advances in AI-powered search, our experts offered insights into the shifts shaping travel planning.
- Rory Clayton, Industry Lead at TikTok said: “We're seeing a rapid acceleration of search across TikTok. In travel, consumers are using video-based search to experience their Trip before the Trip through creators, community and brand-led content. We're so excited to partner with the Travel industry to reimagine their search strategies in light of these behavioural shifts in travel inspiration, planning and action.”
- Read more here and download the whitepaper to get the insights.
Platforms in travel
Travel
Travel by numbers
Travel Marketing Summit Wrap-up
- Last week we attended the Mumbrella Travel Marketing Summit. We had a great time and learnt a lot from a great speaker line-up.
- Key insights:
- Clinton Hearne, Customer Loyalty & Media Leader at Flight Centre Travel Group, shared real results from Flight Centre’s investment in personalised marketing, including a 60% lift in conversions and a 27% boost in sales, proving the value of tailored customer connections.
- Danika Porter (Head of Brand and Marketing – Tourism, Federal Group), Chris Fundell (Head of Marketing Australasia, Globus family of brands, one of our favourite clients!), and Sarah Anderson (Founder and Managing Director, GTI Tourism), shared how with the right strategies, smaller players can thrive against larger competitors.
- Monika Tonkin (Director Domestic Marketing, Tourism NT) and Henry Taylor (Head of Digital, Edelman) shared the success story behind rebranding the NT’s low season. By integrating AI and teaming up with Abbie Chatfield, Tourism NT captured massive attention, resulting in a 24% increase in visitation and over 2 million video views.
- Natalie Placko, General Manager Global Brand at Intrepid Travel, deep dived into the power of brand-led marketing. Forced to pivot during the pandemic, Intrepid turned inward, doubling down on its values and purpose. The results? A 41% jump in online revenue and the highest direct sales day in the company’s history.
- Jayesh Kesry, Head of Marketing and Maria Parisi, Marketing Director at Contiki Oceania, talked about how brands can truly connect with Gen-Z. Contiki’s strategy is simple but powerful: stay relevant by engaging authentically and avoiding the clichés.
- Michelle Blancato, Creative & Content Director at Tourism and Events Queensland, had powerful insights on accessible tourism. Queensland’s Year of Accessible Tourism demonstrated that engaging directly with voices of lived experience not only fulfils an ethical responsibility but also opens doors to a significant market. With 23% of domestic trips made by travellers with accessibility needs, it’s clear that accessible tourism is a major opportunity for the industry.
- Peter Chapman, Chief Marketing Officer at Reflections Holidays, talked about breaking the mould in travel marketing. Peter challenged us to embrace the “pirate” mindset, daring to disrupt and rethink the conventional. With a fresh take on the 4 Ps and a bold, customer-focused vision, Reflections is redefining what Aussies expect from a camping experience.
- We’ll be sharing more insights from the Travel Marketing Summit with you soon. Stay tuned.
Travel by numbers
AMEX Global Business Travel Report
- The AMEX Global Business Travel report is out and Australasia business travel is on the rise.
- The top business destinations in Australia for AMEX GBT customers are Brisbane, Melbourne, Perth, and Sydney.
- Brisbane business travel is up 3.3%, Melbourne 3.2%, Perth 5.5%, and Sydney 4.3%.
- Auckland business travel is up 4%.
- Read more.
Platforms
Platforms in travel
Travel
We’ll be talking to Google & TikTok at the Mumbrella Travel Marketing Summit
- We’re sponsoring and hosting a breakfast at the Mumbrella Travel Marketing Summit this Thursday (7th November 2024).
- Our breakfast session will include a discussion panel hosted by Paul Hewett, and featuring Freddy Chanut (Chief Innovation Officer, In Marketing We Trust), Rory Clayton (Industry Lead - Financial Services, Travel & Government, TikTok), and David Rossi (Industry Manager - Travel, Google).
- We’ll be discussing the Future of Search in Travel and how changing consumer habits are reshaping the search journey in travel and what this means for brand visibility.
- Attendees will gain practical insights into how technology and platforms such as TikTok and Google are influencing traveller behaviour and streamlining the booking process.
- Seats are limited. Sign up here to attend or contact us to learn more.
Platforms in travel
Travel by numbers
Google and Deloitte predict 60% increase in international travellers by 2040
- New research from Google and Deloitte predicts a staggering 60% increase in international travellers by 2040.
- The study analysed billions of Google Search queries and over 90,000 external data points from the past five decades, concluding that the number of international trips worldwide will skyrocket by 2040, reaching nearly 2.4 billion.
- Google partnered with Deloitte and industry experts, including the CEO for Europe, the Middle East, and Africa (EMEA) of Barceló Hotel Group, on new research that shows what the travel industry will look like by 2040.
- Read more.
AI in travel
Travel by numbers
GenAI top priority for 61% of travel brands in APAC
- A new study by Amadeus has found that generative AI is a top priority for the coming year for travel brands, ahead of any other technology.
- The study surveyed over 300 senior travel technology leaders with experience of Generative AI from ten key markets in North America, Europe, and Asia Pacific.
- Generative AI was cited as a top priority for the coming year by 46%, ahead of any other technology. This figure was as high as 61% in APAC.
- Read more.
Travel by numbers
Ad spending on TMNs is set to exceed $2 billion in 2024
- Ad spending on Travel Media Networks is set to exceed $2 billion in 2024, with an annual growth rate of nearly 18% through 2026.
- Travel companies are harnessing their first-party data, similar to retail media networks, to deliver targeted, privacy-compliant ads across various touchpoints. From airlines using in-flight screens to ride-hailing apps offering geographically relevant promotions, the potential to reach travellers at pivotal moments is immense.
- Read more.
Travel by numbers
50%-80% tourism spend leaks from destination
- A shock report has revealed that 50% to 80% of tourism spend ‘leaks’ from destination.
- The report by The Travel Foundation reveals that globally around 50-80% of tourism spend is ‘leaked’ from the destination, providing little to no local benefits.
- The report was developed in collaboration with the Centre of Expertise in Leisure, Tourism and Hospitality (CELTH), the European Tourism Futures Institute, Breda University of Applied Sciences, HZ University of Applied Sciences, the Netherlands Board of Tourism and Conventions (NBTC), and Destination Think.
- Rodney Payne, CEO of Destination Think, a project partner and lead sponsor, said: “The world is in crisis, but this research shows that so many of the solutions we need are ready to be adopted. We have invested in this report to enable the Travel Foundation and their research partners to lay out a clear path for the travel industry to take bold action.”
- Read more.
AI in travel
Germany Tourism creates new AI influencer
- Meet Emma, the new AI Influencer created by Germany Tourism.
- “With the launch of Emma as an AI influencer, we are taking a further step in our digital strategy,” GNTB CEO Petra Hedorder said at the launch of its inaugural AI Influencer Project.
- “Artificial Intelligence applications are an invaluable asset, providing supplementary technological support for our brand communication. Along the customer journey, Emma can act as an innovative bridge builder between potential travellers and real, unforgettable experiences in Germany as early as the inspiration phase.”
- Emma will work alongside other already established influencer marketing campaigns.
- Read more.
Travel by numbers
Cost and convenience top influencers for business travellers
- A new study by BCD Travel has found cost and convenience are the number one factors influencing business travellers.
- They surveyed 1300 business travellers who flew in the past year.
- Arrival/departure time or flight duration influenced 71% of travellers when choosing a flight, and employer policy influenced 49%. Price was a significant consideration for 51% of respondents with 40% choosing the cheapest option, regardless of the cancellation or exchange policy.
- Read more.
AI in travel
Data privacy in travel
Accenture highlights areas where AI can revolutionise travel
- In a new report by Accenture, they have highlighted areas where AI could revolutionise the travel industry.
- The report highlights 3 key areas: personalisation, operational efficiency, and innovation.
- AI can tailor travel recommendations for hyper-personalisation, AI can also streamline customer service, and innovate with new services and business models.
- However, the report does also mention that AI is not without its challenges with data privacy at the forefront.
- Read more.
Travel by numbers
Cruise tourism up almost 50% in Aus
- Cruise tourism in Australia is up 49.7% generating $8.43 billion to the economy in 2023-24.
- Cruise Lines International Association (CLIA), and the Australian Cruise Association (ACA), conducted an economic impact assessment, and found the increase due to increased passenger spending and cruise line outlays.
- Read more.
AI in travel
Agoda on generative AI
- Agoda’s Chief Technology Officer, Idan Zalzberg, speaking at the WiT Singapore event last week, talked about generative AI’s impact on the business.
- "What we're seeing today with generative AI is how ignorant we are. We thought we had a lot of data, we thought we knew a lot but actually we're finding out everything we don't know. Users are telling us now more than ever what they actually want to see.”
- He went on to say that this is pushing Agoda to move beyond “shallow data” and get “really intimate details of what we’re selling.”
- Read more.
Platforms in travel
Travel
Expedia’s top travel trends for 2025
- Expedia Group has revealed the top trends it expects to define travel in 2025.
- The top 3 trends are, detour destinations, goods getaways, and all-inclusive holidays.
- Expedia predicts travellers are looking for destinations off the beaten path and also looking for goods at destinations they can’t find elsewhere.
- Read more.
AI in travel
Vibe and Mize team up for AI solutions
- OBT Vibe, a leading platform in the travel industry, and Mize, a global frontrunner in fintech-based travel solutions are teaming up to bring AI to Vibe users.
- Martin Eade, Chief Commercial Officer of Vibe, said “With Mize, we’re bringing something entirely new to the Vibe platform. The introduction of AI and machine learning tools gives our clients the advantage where it matters most: their bottom line. It’s about smarter bookings, better deals, and increased profitability. Together, we’re elevating the standard, and we’re excited to see how much further our clients can go with these powerful fintech solutions at their disposal.”
- The first feature to be released is Hotelfare Optimization, which reduces post-booking costs by automatically adjusting for hotel price fluctuations, ensuring that travellers get the best rates and travel businesses the most profit.
- Read more.
AI in travel
Jet AI ups aviation technology with AI
- Jet.ai has released two new product updates using AI to push the boundaries of aviation technology.
- The new features are in final QA before being debuted at the 2024 NBAA Business Aviation Convention & Exhibition.
- CharterAI is “integrating voice capabilities and enhanced comprehension. The product’s AI agent is expected to be capable of listening, understanding, and carrying out booking requests with remarkable accuracy and efficiency. This innovation is expected to accelerate operator response times, a traditional bottleneck in the bespoke process of chartering a plane or an empty leg.”
- The second new release is Reroute AI where “AI continually scans the inventory of empty legs in the US to find reroute candidates to match with a consumer trip request.”
- Read more.
Platforms in travel
Travel help desk
Search advertising is key for the travel industry
- According to a new eMarketer report, search advertising is key for the travel industry in the US.
- “Travel customers often perform dozens of searches and click on dozens of results before finalizing their plans. Search spending is a priority in that kind of decision-making environment.”
- US digital advertising is display-centric overall, and most industries mimic that trend, with the exception of travel and healthcare.
- Unfortunately we can't post the report from Insider Intelligence here, but we can share it with you if you reach out.
Travel by numbers
Business travel expected to reach a record $1.5 Trillion in 2024
- Business travel is up this year, with expectations that it will break a record $1.5 trillion, exceeding pre-pandemic levels.
- A new report from the World Travel & Tourism Council (WTTC) has revealed that business travel is set to surpass pre-pandemic levels this year, faster than previously predicted.
- At the global tourism body’s 24th Global Summit in Perth, Western Australia, today, Julia Simpson, WTTC President & CEO said: “After a challenging few years, business travel is not only back on track, but it is recovering much faster than expected, highlighting the importance of international travel for businesses around the world.”
- Read more.
Data privacy in travel
Global announces data erasure solution for hotels
- Global Lifecycle Solutions (Global) has announced its data erasure solution specifically for hotels.
- “This innovative solution addresses the growing need for robust data protection and privacy measures in an era where guest data security is paramount.”
- The service ensures all guest data is permanently deleted from hotel systems, including CRM, reservation systems and payment processing systems.
- Read more.
Travel by numbers
APAC tourism fuels surge in international arrivals
- According to ForwardKeys, the leading travel intelligence firm and Knowledge Partner of the World Travel & Tourism Council (WTTC), international arrivals are up +16% compared to 2023.
- Bookings from US families (3-5 people) coming to Australia are up +43%, a positive indicator for the Australian economy, as families tend to spend more during their trips.
- “Destinations like Australia and New Zealand, with a distinct peak season, face the challenge of balancing demand throughout the year. Effective data-driven strategies are crucial for mitigating the negative impacts of seasonal fluctuations, such as overcrowding during peak periods and underutilised resources during the off-season. By diversifying source markets and promoting year-round attractions, destinations can ensure long-term, sustainable growth.” Olivier Ponti Director of Intelligence & Marketing at ForwardKeys
- Read more.
Platforms in travel
Travel by numbers
Social media is driving bookings in travel
- Social media is now driving bookings for travel according to a new survey by Phocuswright.
- The study found that 65% of travellers who used social media for trip planning made a purchase or visitation decision based on content they encountered.
- Nearly two-thirds of travelers under 55 who used social media for trip planning converted, making a purchase or visiting a destination based on social media content, along with 53% of over 55s.
- Read more.
- This study goes hand in hand with our own research on social media and travel in our Future of Search in Travel white paper. Download here.
AI in travel
Platforms in travel
AI revolution in travel “well underway” according to Google
- The AI revolution in travel is “well underway” according to a Google industry Manager.
- In a recent interview with Travel Weekly UK, Ruairidh Roberts, Google's industry manager for travel, stated that artificial intelligence (AI) is already revolutionising the travel industry.
- Machine learning and automation are helping travel businesses improve their operations and enhance customer experience.
- Read more.
AI in travel
Platforms in travel
Expedia gives AI credit for its growth
- In a recent earnings call, Expedia has given AI a lot of credit for its recent growth.
- “Expedia's investment in AI technologies, particularly through initiatives like Romie, has the potential to significantly enhance user experience and drive financial performance.”
- “Furthermore, AI integration in customer service, such as chatbots and automated support systems, can reduce operational costs while maintaining or improving service quality.”
- Read more.
AI in travel
Beta version of Booked.AI launched
- The beta version of booked.ai has launched. It’s an online travel agent and is the first to receive IATA Registered Travel Agent accreditation which means it can directly sell and manage travel bookings.
- Booked AI handles end-to-end reservations for flights and hotels, and is gearing up to handle rideshares and restaurant reservations in future.
- “We are building the future of travel, and our beta launch is just the beginning. Our vision is to create an AI travel agent that not only simplifies the booking process but enhances the entire journey,” said Australian serial entrepreneur Mennan Yelkenci.
- Read more.
Travel
Mumbrella Travel Marketing Summit
- It’s official! We’re going to be sponsoring the Mumbrella Travel Marketing Summit this year on November 7.
- Are you coming?
- Let us know if you’ll be attending! We’d love to stop for a chat.
AI in travel
Platforms in travel
GSE users still use Google to continue their travel search
- Generative search experience (GSE) users still use Google to continue their travel search.
- While AI is helping travellers to plan and discover search, most of these users still use Google search as well.
- Almost half of the top GSEs traffic continues to Google.com (Semrush data). Most AI users continue their search journeys in a traditional search engine.
- Google will likely have less queries in the future, and be more commercial in nature. Google will give you less clicks, yet content investment is still required to be a trusted and cited source in a GSE.
- Download our whitepaper on The Future of Search in Travel to learn more.
