"From activities to cultural interactions, now more than ever, travelers want experiences, and GenAI is playing a pivotal role in helping them book trips that will meet or even exceed their expectations. A 2025 Phocuswright survey found that 78% of respondents felt GenAI improved trip planning, and Google is now incorporating AI-generated content into its search results. Now, instead of spending hours meticulously researching potential destinations, hotels and activities, travelers are getting AI recommendations, ideas and even full-blown itineraries with just a few prompts."
"Perplexity launched its ad business in November 2024, and Google is experimenting with Gemini ads, but there are currently no display ads on ChatGPT, which is the most widely used AI tool on the internet. These AI search results often favor user-generated content (see Instagram's July 2025 decision to allow posts from professional accounts to be integrated into Google search results) along with media from online travel agencies (OTAs), pushing paid ads and organic links below the fold."
GenAI now plays a central role in travel planning, delivering recommendations, ideas, and full itineraries from a few prompts. A 2025 Phocuswright survey found 78% of respondents felt GenAI improved trip planning, and Google is incorporating AI-generated content into search results. AI-generated search results prioritize user-generated content and OTA media, reducing visibility of paid ads and organic links, and some platforms like ChatGPT currently lack display advertising. Travel marketers face funnel disruption as AI enables travelers to bypass traditional touchpoints, prompting a need to reconceive the marketing funnel and align post-purchase experiences with discovery and demand.
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