How Generative AI Is Transforming the Travel Industry
TLDR: How will the travel industry and the use of generative AI reshape how travelers discover destinations and book trips? The internet is overflowing with bold predictions, some exciting, others speculative. We’re keen to explore many of them!
What’s most fascinating is the ways that AI chat experiences reveal user behaviors that were there all along, what Search Engine Land calls “query stacking” in a recent article. They mean this: people search, look at the results, and do several follow up searches to get as specific as possible before clicking. Keep your eyes open and listen to your customers.
Above all else, do this: Make information about your hotel easy to find, relevant to the needs of travelers today, and inspiring to read. That helps AI, and everyone else, find, book, and enjoy your hotel.
In this article, we’ll explore how generative AI is changing travel behavior, highlight real-world examples, and offer insights on how your brand can stay ahead.
What Is Generative AI and Why It Matters in Travel
Generative AI refers to technology that can create original content, including text, images, videos, and more, based on patterns in existing data.
Tools like ChatGPT, Jasper, and Midjourney are leading the way. Unlike traditional AI, which powers things like recommendation engines or dynamic pricing, generative AI focuses on creative output. AI in the travel industry is being used for personalized marketing, automated guest communications, and on-demand content creation, helping brands work smarter and serve travelers more intuitively.
AI and Travel Shopping Behaviors
The Search Engine Land piece includes an interesting comparison of search behaviors. We’d like to take it a step further. Consider the travel agent or travel advisor. It’s a knowledgeable human being supported by a network of services. They answer questions, book hotel accommodations, make recommendations, and save your bacon if things go sideways. It’s no wonder people continue to use them!
Most people plan and book travel on their own. Their primary tool: a search engine like Google. Consider the process. They might start with ideas, like “top family friendly towns in New England,” narrow down to a set of towns, and eventually settle on attractions and hotels. They may or may not click! After all, pricing and amenities are somewhat visible through Google.
Increasingly, people search for travel information outside of search engines. This is where AI plays a role. You’ll find that the generative AI tools out there are all pretty good at asking follow up questions, suggesting ideas, estimating drive times, and even spotlighting hidden gems.
It’s no wonder people respond well to them — they’re like a search engine AND a travel agent! However, unlike an agent, the AI hasn’t been there, doesn’t know the owner, and tends to have a rosier view of things.
We’re still learning how people prefer to use AI to supplement or outright run their hotel discovery.
Real-World Examples of Generative AI in the Travel Industry
Generative AI is rapidly reshaping how travelers research and book trips. ChatGPT now assists with custom itinerary building, while travel brands use tools like Jasper to produce AI-generated blog content and destination guides.
Behind the scenes, AI is powering personalized travel emails, automated chatbot scripts, and even image creation for digital marketing campaigns. Major platforms are adapting, too. Google’s AI Overviews and Meta’s conversational tools offer tailored recommendations based on nuanced queries.
As seen in recent hotel AI advancements, these tools enhance discovery, making visibility and brand alignment more important than ever.
How Travel Brands Are Implementing Generative AI
Leading travel companies are strategically integrating generative AI to enhance customer experiences.
Expedia has introduced “Romie,” an AI assistant that assists users in planning, shopping, booking, and making changes during their trips. Romie can join group chats to offer personalized suggestions and updates, streamlining the travel planning process.
Hilton has launched “Xiao Xi,” an AI-powered chatbot in China that provides hotel information, weather updates, and Hilton Honors assistance. The company also partnered with Be My Eyes to deliver real-time, AI-assisted support for blind and low-vision guests, while exploring additional AI chat tools to personalize service across markets.
These innovations reflect a broader shift toward scalable, guest-centered AI integration.
Considerations and Cautions for Using Generative AI
While generative AI offers exciting possibilities, travel brands must approach its use thoughtfully. One key consideration is maintaining brand voice consistency; AI-generated content should reflect your property’s tone, values, and style.
There are also ethical risks, including bias in training data, misinformation, and content “hallucinations,” where AI generates plausible but inaccurate information.
Finally, data privacy is essential, especially when using guest data to personalize experiences. AI tools must comply with data protection regulations and respect user consent. Successful AI adoption balances innovation with careful oversight, ensuring trust, accuracy, and alignment with your brand standards.
Where AI is Disrupting Hotel Marketing
In the hotel marketing ecosystem, properties absolutely must address certain factors. These include important location information and search discoverability, using important keywords for your region, and ensuring that the online booking process is smooth, with few interruptions.
Today, a few key platforms, chiefly Google, control much of this real estate for making hotels discoverable. With AI, users can string together the most nuanced conditions for a prompt, generating results that would never rank in the top 20 of the Google Search Engine Results Page.
Whether Google, Meta, or a series of upstarts comes to define how AI is used for travel — that remains to be seen.
Is Your Hotel or Travel Brand Ready for AI?
Generative AI isn’t just a trend—it’s a powerful tool for improving efficiency, personalization, and guest engagement. Start small, test what works, and evolve your strategy over time.
Partnering with a trusted hotel digital marketing company like O’Rourke Hospitality ensures your AI strategy is thoughtful, scalable, and tailored to your unique brand goals.
Contact us for all of your hospitality digital marketing needs.