Travellers expect AI usage in tourism campaigns to be combined with human input, transparency and authenticity, according to research by Expedia Group Advertising.
The Science of Wanderlust surveyed 7,000 travellers to reveal what makes engaging travel content to drive bookings in today’s world of AI.
It used research from the Proprietary testing by EG Labs, evaluating the emotional responses and reactions of global travellers to advertising.
“With so much noise in the industry about AI, privacy, and personalisation, we wanted to understand how travellers truly feel about AI and its potential uses in the travel booking journey,” said Expedia Group Advertising SVP Torres.
Four in ten (41%) of travellers said they feel AI-generated content is useful, but needs to be combined with human input, according to The Science of Wanderlust.
Almost two-thirds (64%) said they have seen advertisements that they believe was generated by AI.
Fully AI-generated influencers and landscapes sparked negative emotions, and viewers expressed unease, skepticism and annoyance.
Millennials are the most comfortable with all uses of AI in travel content followed by Gen Z.
“The results show the huge opportunities available to marketers in combining AI with human input when creating content, and give the industry a new playbook for earning trust, keeping attention, and driving bookings," said Torres.
Seven in ten (71%)of travellers are influenced by video more than static imagery, with 45% of tones of transparency being built through video advertising.
Two to nine second videos allowed participants to optimally see and absorb images and content. Fast cuts and rapid scene changes (less than two seconds) prevented participants from understanding the narrative and the destination.
When people see themselves represented, the content is more relatable and memorable, with 34% saying inclusive messaging made them trust a travel brand.
Expedia Group Advertising partnered with GoTürkiye, the Bahamas Ministry of Tourism, Investments & Aviation, Jamaica Tourist Board, and VisitPanama to bring the campaign insights to life.
“Our Science of Wanderlust research reveals the six key ingredients for creating effective travel content, including that video influences booking decisions nearly three times more than static images—providing travel marketers with a clear roadmap that both informs and inspires action," said Torres.
Younger generations feel the most emotive towards travel content compared to Gen X and Baby Boomers.
Younger generations also resonate more with videos and influencer content, whereas older generations are more likely to engage with brand messaging, sponsored articles and guidebooks.
The survey also asked participants their preferred trip type. The results showed that each traveller archetype has unique preferences when it comes to travel content, including format, imagery, and tone.
Beach Travellers are drawn to view-worthy content that showcases pools, spas and overall relaxation, Amusement Park Travellers like family-focused content, Adventure Travellers like nature-centered vacations.
City Escapists like food, sites and nightlife, Cultural Connectors prioritise historic sites, heritage regions, or local experiences and Luxury Travellers like high-end resorts and exclusive retreats.
“In a world flooded with travel content, knowing what truly moves travellers from dreaming to booking is a game-changer for brands operating within the highly fragmented travel media ecosystem,” said Torres.
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