Embracing the Future of Travel Marketing

A fundamental shift in travel marketing is underway, driven by the recent launch of Google’s AI Mode in the UK. This game-changing technology is poised to transform the way travelers research trips, and travel marketing professionals will need to adapt quickly to stay ahead of the curve. The AI-Driven Journey

Travelers will no longer be limited by the traditional keyword search paradigm, where they would type in specific queries like “hotels in London” or “things to do in Paris”. Instead, they will be able to ask complex questions like “Plan a weekend getaway for foodie couples who want boutique hotels near markets and live music venues”. This opens up a whole new world of possibilities for travel marketing, where the focus shifts from keyword optimisation to conversation optimisation. As Brennen Bliss, founder and CEO of Propellic, puts it: “Instead of conducting ten separate searches for ‘hotels London,’ ‘London restaurants,’ and ‘London attractions,’ travelers can now ask complex questions like ‘Plan a weekend in London for foodie couples who want boutique hotels near markets and live music venues.’ This shifts travel marketing from keyword optimisation to conversation optimisation. You need to anticipate and answer the full context of how people actually plan trips.”

The Complicated Middle Ground

Travel marketing professionals are always talking about the messy middle, where it’s challenging to map a traveler’s buying journey between inspiration and booking. AI Mode’s rollout further complicates this journey, and travel marketers will need to build a strategy around even less data.

“My recommendation: maintain visibility across all stages of the booking journey. Have answers for top, middle, and bottom of funnel intents. Continue testing and be ready to influence and trial new organic and paid surfaces as they go to market.”

– Brennen Bliss

Indeed, the implications for the travel industry are significant, given how most travel companies rely heavily on top-of-funnel content in the form of blog posts, destination guides, and curated itineraries to attract audiences and feed retargeting campaigns.

Implications for Travel Industry

• Disruption of the top-of-funnel content pipeline: AI Mode is set to dramatically alter the way travel companies create and distribute content to attract audiences.
• Increased emphasis on bottom-of-funnel intent: With AI Mode, travel companies will need to focus on answering complex questions and providing relevant content at the bottom of the funnel.
• Shift from keyword optimisation to conversation optimisation: Travel marketing will need to adapt to a new paradigm where the focus is on anticipating and answering the full context of how people plan trips.

Key Strategies for Travel Marketers

1. Be visible across all stages of the booking journey: Maintain a presence at the top, middle, and bottom of funnel intents to cater to different traveler needs.
2. Test and adapt quickly: Continuously test and refine content and marketing strategies to stay ahead of the curve.
3. Focus on bottom-of-funnel intent: Provide relevant content and answers to complex questions to cater to travelers’ needs at the point of booking.

Key Takeaway: The launch of Google’s AI Mode in the UK is set to disrupt the travel industry, forcing travel marketers to adapt to a new paradigm where the focus is on conversation optimisation and bottom-of-funnel intent. By being visible across all stages of the booking journey, testing and adapting quickly, and focusing on bottom-of-funnel intent, travel marketers can stay ahead of the curve and thrive in this new landscape.