Travel Brands Embrace AI to Sell the Experience First
Executives from Hyatt, Booking.com, and Amadeus agree that experiences are central to the travel journey—but the way these are discovered, marketed, and sold is evolving quickly in the digital age. Speaking at Phocuswright Europe this week, leaders from the three companies highlighted how emotional connection, personalization, and technology are reshaping the travel experience economy.
Mariya Donat of Hyatt Hotels emphasized that experiences are not just extras but essential to customer engagement. She explained that Hyatt leverages curated experiences to differentiate its brand, build emotional resonance, and increase both length of stay and guest loyalty. Booking.com’s Neha Jindal echoed this view, noting that experiences are how travelers form lasting memories, which translates into brand affinity and repeat bookings. For Booking.com, the emotional value tied to experiences is a key driver of profitability.
What’s changing most dramatically is how travelers find and book these experiences. In the past, inspiration came through films or friends’ recommendations. Today, Jindal noted, Instagram and TikTok have replaced these traditional sources. Travelers now seek inspiration through social media, while online platforms have taken over the role of brick-and-mortar tour agencies, making travel planning more immediate and accessible.
However, Nicolas Martiquet from Amadeus Discover suggested that the current digital landscape will soon shift again. As AI-powered tools and large language models like ChatGPT gain traction, traditional SEO strategies will give way to a new focus: optimizing content for AI-driven discovery and recommendation engines. This change will demand new digital strategies for experience providers and travel sellers alike.
AI is already playing a major role in helping companies manage the overwhelming number of travel choices available to consumers. By using machine learning and data modeling, platforms can present personalized experiences that match a traveler’s profile or past behavior without inundating them with options. This approach enhances user satisfaction and drives conversions.
During the discussion, the panelists also addressed the challenges of selling experiences at scale, maintaining consistent quality across diverse geographies, and integrating experiences smoothly into the booking flow. They noted that strategic use of AI and machine learning is essential in solving these issues, whether through smart curation, real-time personalization, or predictive analytics.
As the travel industry becomes more experience-driven and digitally influenced, companies that harness AI to anticipate needs and inspire action are likely to lead the next wave of growth. The battle for traveler loyalty, the panelists suggested, will be won by those who understand that in the age of instant gratification and endless options, memorable experiences are the true currency of travel.
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