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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.

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Virgin Australia teams up with OpenAI to provide AI-powered flight search
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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Emirates teams up with OpenAI
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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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63% of Asian travellers will use AI for their next trip
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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65% of US travellers will use AI to plan trips by EOY 2026
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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Google rolls out more AI features in Search for Travel
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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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Reliance on OTAs increasing according to Siteminder’s Changing Traveller Report 2026
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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Google Maps adds Insider Tips and Explore tab
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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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Hotel Price Callouts now live in Microsoft Ads
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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YouTube top travel inspo source in India according to Google-Kantar Report
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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Google Maps gets smarter with Gemini
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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 Mode experiments with agentic booking for tickets, restaurants, and more
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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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Organic search vs AI traffic in travel & tourism
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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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APAC to hit full tourism recovery this year
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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Majority say video is key to influencing travel decisions – Expedia Study
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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Tripadvisor latest travel platform to integrate with ChatGPT
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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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Phocuswright predicts two-thirds of all travel bookings will be made online by 2027
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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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Travel inspiration is changing according to Marriott report
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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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81% of travellers find AI helpful when searching for travel insurance
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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Only one in five travel brands are fully committed to AI
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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Grounding with Google Maps now available in Gemini API
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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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Cheap flights most searched topic in ChatGPT
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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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ChatGPT Atlas is here, OpenAI’s new agentic browser
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ChatGPT Atlas is here, OpenAI’s new agentic browser

  • OpenAI has launched ChatGPT Atlas, a new web browser built with ChatGPT at its core – designed to be your browser and your AI assistant in one.
  • Atlas integrates ChatGPT’s memory and browsing context so it can draw on past chats & visited pages, helping plan trips over time by recalling previous destinations, hotels, or flight options.
  • Built‑in “agent mode” lets ChatGPT act on your behalf like comparing flight prices, summarising travel blogs, or pulling together itineraries.
  • Privacy & control are emphasised: you decide what ChatGPT sees/does, you can toggle site visibility, archive or delete browsing memories, and it doesn’t by default use your browsing content for model training.
  • From a marketing lens: this could shift how brands engage with users – the browser itself becomes an AI “assistant channel”, so think about discoverability, how your content might be surfaced in AI‑driven flows, and how user tasks might get delegated to agents rather than traditional navigation.
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Google adds scrollable sitelinks for Maps ads
Platforms in travel

Google adds scrollable sitelinks for Maps ads

  • Google has rolled out scrollable sitelinks for Maps ads, letting advertisers show light‑blue sitelinks under promoted pins in Maps.
  • The sitelinks can be added via Search or Performance Max campaigns, and you need at least two sitelinks for both desktop and mobile.
  • Because Maps is typically a high‑intent environment, these sitelinks let brands drive deeper engagement without users leaving Maps.
  • This change highlights how Google is blurring the lines between Search and Maps ad experiences, giving marketers more flexibility to guide users directly from discovery to action.
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“Trip planning AI” searches skyrocket according to Google and Trip.com report
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“Trip planning AI” searches skyrocket according to Google and Trip.com report

  • AI is now a key player in travel planning: Searches for “Trip Planning AI” skyrocketed in 2025, with "help planning my trip" up 190% YoY, showing that AI is becoming a go-to tool for simplifying trip logistics.
  • AI content is driving decision-making: 61% of Aussie travellers found AI Overviews valuable, and 44% of Indian travellers made travel decisions based on them—highlighting AI’s growing trust factor in the booking funnel.
  • AI suggestions are boosting bookings: Destinations promoted by Trip.com’s AI tool Trip.Best, like Paris, London, and Tokyo, saw strong booking growth; Singapore and Bangkok are emerging as regional favourites.
  • In-trip AI support is surging: Real-time tools like translation and itinerary help via TripGenie are seeing major usage spikes—TripGenie traffic is up 125% YoY, with a 234% lift in conversations and 100% more time spent.
  • Real-time search is more important than ever: Google searches for “restaurant near me open now” have doubled since pre-COVID, and “how to cancel” searches are up 10% YoY, reflecting demand for instant, actionable info.
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Google… No. Kayak launches AI Mode
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Google… No. Kayak launches AI Mode

  • KAYAK has launched AI Mode, a new conversational‑search feature that combines its travel‑meta‑search data with ChatGPT‑powered natural‑language input so users can just type “I want a 7‑day beach trip under $1,500” rather than fill out rigid search fields.
  • The feature integrates flight, hotel and car rental search in one place and is accessible via desktop or mobile browser using an “AI Mode” icon; it’s currently live in English in the US with global rollout imminent.
  • The timing is strategic: KAYAK signals this launch comes just ahead of the holiday‑travel planning surge, citing a 10 % increase in search demand versus 2024—and pointing to best‑booking‑windows they’ve identified via their data.
  • For marketers, this means the travel‑search funnel is shifting: instead of users navigating lots of menu filters, they’ll engage in more conversational prompts — meaning brands should prepare for search behaviour changes, new prompt‑based UX, and AI‑driven insights.
  • The transformation also signals a broader trend: travel brands are moving from static search interfaces to more agent‑style, conversational planning tools — presenting opportunities (and challenges) for marketing and personalisation in the travel category.
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Up to 76% likely to book travel directly from livestreams
Travel by numbers

Up to 76% likely to book travel directly from livestreams

  • In markets like Thailand, Indonesia, and India, over 75% of travellers say they watch travel-related livestreams.
  • Even in lower-engagement markets like Australia (44%) and Japan (25%), the trend remains present.
  • Among viewers, over 40% and up to 76% in some markets, say they're likely to book travel directly through links in livestreams.
  • While Japan remains an outlier (~20%), interest in livestream-driven bookings is strong across much of the APAC region, highlighting its growing role in travel discovery and decision-making.
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New AI in MindTrip enables users to collect travel inspiration from anywhere
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New AI in MindTrip enables users to collect travel inspiration from anywhere

  • Mindtrip has added new AI‑powered tools in its app that let users capture travel inspiration from almost anywhere (articles, Instagram, TikTok, YouTube, Google Pins) and organise that content into categories, trips and collections.
  • The idea is to merge discovery and planning: rather than simply bookmarking content, travellers can now save and enrich it (with extra photos/details) and move directly toward trip‑planning action.
  • Mindtrip emphasises collaboration: users can plan with others, creators can build/share collections, and the platform supports social/creator‑economy roles (monetisation via the app).
  • For marketers: this signals a shift in travel tech where inspiration content (social posts/videos/pins) becomes directly actionable within the same ecosystem. Brands should consider how their content might plug into apps like Mindtrip to capture users when they’re in “discover → plan” mode.
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Booking.com and Expedia apps now in ChatGPT
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Booking.com and Expedia apps now in ChatGPT

  • ChatGPT now supports built‑in apps that you can invoke conversationally (e.g. “Expedia, find me a hotel in Sydney”), or have suggested by ChatGPT when contextually relevant.
  • At launch the apps include partners like Booking.com, and Expedia, and outside of travel, Canva, Coursera, Figma, Spotify, and Zillow — giving users integrated functionality (maps, slides, listings) without leaving chat.
  • Developers can build their own ChatGPT apps using the Apps SDK preview, which is open and built on the Model Context Protocol (MCP).
  • All apps must comply with OpenAI’s safety, data minimisation, and privacy policies; users will be prompted explicitly to connect apps and understand what data is shared.
  • In coming months, OpenAI will open up submissions, allow monetisation, launch directories, and roll out to Business/Enterprise/Edu tiers.
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Agentic AI Mode in Search Labs for travel booking
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Agentic AI Mode in Search Labs for travel booking

  • Google’s new Agentic AI Mode in Search Labs now lets users book restaurants directly through natural language prompts — signalling a shift towards AI-powered travel planning.
  • The tech will soon extend to booking local experiences and event tickets, opening new doors for destination marketers and tour operators.
  • Currently US-only and opt-in via personal Google Accounts with Web & App Activity turned on.
  • It scans across platforms in real-time and serves up curated booking options — streamlining the discovery-to-booking journey.
  • For travel brands, this is a heads-up: being present in AI-curated results will be key to winning bookings straight from search.
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Share of people using AI for holiday inspiration doubles
AI in travel Travel by numbers

Share of people using AI for holiday inspiration doubles

  • The share of people using AI for holiday inspiration has jumped from 4 % to 8 % in one year — i.e. it’s now used by one in 12 travellers.
  • Usage skews younger: 18–24 year olds see 13 % using AI for holidays; among 25–34 it rises to 18 %.
  • Traditional sources still dominate: 48 % use general internet searches, 41 % rely on friend/family recommendations, and 25 % consult holiday brochures.
  • Almost half (43 %) are somewhat confident letting AI plan a trip; 38 % would let it make bookings.
  • “The increasing use of AI as a source of holiday inspiration reflects how consumer behaviour is changing – both in travel and other industries. For our sector, the challenge is to harness the potential which AI has to support our businesses, while continuing to celebrate and champion the value of the personal touch and expertise which comes with booking with a travel agent or tour operator.” - Mark Tanzer, Chief Executive, ABTA
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