New Study Highlights How Ai And Video Shape Travel Choices

Published on October 29, 2025

Expedia Group Advertising’s thorough study has provided cardinal findings pertaining to really tourism contented influences bookings. This study investigates nan effect of video, authenticity, and AI connected nan desire to recreation and outlines nan emerging phenomena of nan tourism industry. With recreation contented connected nan rise, assemblage study has go progressively important for nan businesslike promotion of tourism.

The Power of Visual Content successful Shaping Travel Decisions

One of nan astir striking findings of nan study is nan far-reaching effect of video complete fixed images successful influencing recreation decisions. According to nan study, videos were recovered to power astir 3 times much travellers compared to images, pinch long-form videos sparking nan astir affectional responses. In a saturated integer landscape, video contented remains a cardinal instrumentality for capturing attraction and driving engagement, peculiarly erstwhile nan visuals are accompanied by a clear communicative structure.

Authenticity besides plays a important domiciled successful fostering spot pinch imaginable visitors. Content that is perceived arsenic transparent, clear, and authentic resonates profoundly pinch viewers, pinch user-generated contented being peculiarly influential successful building credibility. Clear messaging is essential, pinch nan investigation highlighting nan value of contented that is easy to follow, featuring a coherent opening, middle, and closing telephone to action.

The Growing Role of AI successful Tourism Content

Artificial intelligence (AI) has go an progressively powerful instrumentality successful nan tourism industry. The Expedia study recovered that AI-enhanced content, erstwhile mixed pinch quality input, offers important worth to travellers, particularly successful areas specified arsenic personalized travel readying and smarter budgeting tools. While immoderate AI-generated content, particularly afloat AI-created influencers aliases landscapes, generated antagonistic responses, nan broader statement was that AI could beryllium efficaciously utilized to heighten human-created content.

AI’s domiciled successful contented creation is particularly impactful for marketers. As nan study highlights, AI tin assistance successful nan accumulation of dynamic, targeted contented that resonates pinch travellers’ preferences. However, it is basal that this contented maintains an authentic and trustworthy reside to guarantee it is well-received.

Generational Preferences and Content Consumption

The investigation besides shed ray connected really different generations prosecute pinch tourism content. Younger travellers, peculiarly Gen Z and Millennials, expressed nan astir affectional reactions to recreation content, some affirmative and negative, and preferred video content, peculiarly from influencers. They besides displayed a higher comfortableness level pinch AI-enhanced content, particularly successful recreation readying tools. On nan different hand, older generations, including Gen X and Baby Boomers, preferred much accepted contented formats specified arsenic sponsored articles, marque messaging, and guidebooks.

These generational differences supply valuable insights for destination marketers, who must tailor contented to meet nan unsocial needs and preferences of various traveller groups. Understanding which formats and styles resonate pinch different demographics tin thief tourism brands target their messages much effectively.

Personalization and Representation successful Travel Marketing

Another cardinal penetration from nan study is nan value of practice successful recreation content. Tourists are much apt to spot brands that connection inclusive messaging, pinch 34 percent of respondents indicating that seeing themselves represented successful contented made them much apt to book. Inclusive and relatable contented is becoming progressively basal for tourism marketers arsenic they activity to link pinch a divers world audience.

The investigation underscores nan request for a nuanced attack to contented creation. By combining authenticity pinch strategical usage of visuals, tone, and personalization, recreation brands tin create much engaging and effective trading campaigns. Destination trading organisations are progressively recognising nan request to usage blase devices to seizure nan attraction of imaginable visitors and person them into bookings.

Tourism Trends by Traveler Archetypes

The study besides delved into nan preferences of different traveller archetypes, offering a clear position of really contented tin beryllium tailored to circumstantial audiences.

• Beach Travelers are astir drawn to contented showcasing relaxation and luxury amenities, specified arsenic pools and spas.
• Amusement Park Travelers thin to prosecute pinch short-form videos and societal media content.
• Adventure Travelers are influenced by contented connected YouTube, though they are generall much cautious astir AI-generated material.
• City Escapists, who bask municipality nutrient scenes and entertainment, for illustration long-form videos pinch a attraction connected culinary experiences.
• Cultural Connectors, who activity historical sites and section experiences, worth contented that delivers awe-inspiring visuals and online inspiration.
• Luxury Travelers are much unfastened to AI-generated contented and are often inspired by influencer-driven campaigns.

This segmentation of traveller types tin assistance destination marketers successful delivering highly targeted, resonant contented that aligns pinch nan divers needs and expectations of different traveller groups.

Shaping nan Future of Destination Marketing

An study conducted by Expedia Group connected nan modern shifts successful tourism trading is so insightful. As video content, authenticity, AI, and different devices proceed to heighten engagement and summation bookings, DMO’s are advised to adopt these trends successful bid to stay competitory successful an ever-evolving integer climate. The early of tourism trading is destined to revolve astir nan expertise to conception and customize content, adhd individual touches, and foster spot successful bid to yet incite world recreation and augment bookings.