AI Redefines Travel Marketing in the Search-Driven Era

Artificial intelligence is transforming every aspect of travel marketing, reshaping how brands engage with travelers and redefining the path to purchase. As generative AI tools like Google’s AI Overviews alter traditional search behaviors, travel brands are navigating uncharted territory where curiosity, experimentation, and agility are essential for success.

During Phocuswright’s five-part online “The New Age(nts)” trend series, aligned with its 2025 Travel Innovation and Technology Trends report, industry experts discussed the growing influence of AI in online visibility and marketing. The discussion highlighted the uncertainty surrounding the future of search, which has long been the cornerstone of trip planning.

Mike Coletta, Phocuswright’s senior manager of research and innovation, noted the rise of agentic AI and Google’s AI Overviews as game-changing forces. John Lyotier, co-founder and CEO of TravelAI, emphasized that the only certainty in the evolving landscape is ongoing change. Brennen Bliss, CEO of Propellic, echoed this, saying the future of travel research and booking may shift from search engines to AI-driven interfaces, but where that ends up remains to be seen.

Looking forward, panelists emphasized the need for marketers to embrace new roles and technologies. Michael Goldrich, president of HSMAI NYC, explained that marketers will soon act as “agent bosses,” managing workflows powered by AI tools that handle content creation, social media, and newsletters. Success in this environment, he said, hinges on understanding and leveraging these technologies through continuous learning.

Bliss predicted a sharp divide between brands that adapt and those left behind. He stressed that intellectual curiosity and resistance to complacency will separate the winners from the strugglers. Companies must foster awareness, but individuals also bear personal responsibility to stay informed and evolve alongside technology.

Lyotier reinforced that marketing remains a data-driven discipline. As the travel industry grows steadily, marketers who can optimize their spend will unlock greater value. He urged brands to keep experimenting across all channels—organic, paid, and emerging—to discover what drives measurable success.

In an industry marked by rapid digital acceleration, panelists agreed that experimentation, curiosity, and constant learning are critical. As generative AI continues to reshape how travelers plan and book, those who embrace change will thrive, while those clinging to legacy methods risk falling behind.

Tags: phocuswire, SyndicEx250727B

AI Redefines Travel Marketing in the Search-Driven Era

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