Hotel marketers face an uncertain future as search and booking habits shift under AI’s influence
Jul 21, 2025
As AI continues to transform search, booking, and customer engagement, travel marketers are left navigating an uncertain future. Experts suggest that embracing experimentation, curiosity, and constant learning will be essential in adapting to this rapidly evolving landscape.
Key takeaways
- AI is disrupting traditional search behavior: Tools like Google’s AI Overviews are changing how travelers begin trip planning, potentially replacing conventional search methods.
- No clear path forward yet: Experts agree there is no consensus on what the dominant travel research and booking experience will look like in a year.
- New roles in marketing: Marketers may soon function more as “agent bosses,” managing AI tools that handle tasks like writing, social media, and newsletters.
- Curiosity and continuous learning matter: Intellectual curiosity and a willingness to adapt are seen as essential traits for marketers in the AI era.
- Experimentation is essential: As with past tech shifts, those who test, measure, and iterate across channels are more likely to succeed.
- Marketing fundamentals still apply: Despite the changes, measurable, math-driven marketing remains a key to long-term success.
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