Why AI will force change in travel marketing

The search marketing landscape is about to change, and the impact will be particularly felt in the travel industry

Search engines used to require simple queries for good results, leading users to keep their searches simple. With AI integration, engines can now handle complex queries, prompting users to enter more complicated queries. This shift creates challenges in identifying effective search terms due to the increased complexity.

Key takeaways

• In the past, travelers might search for "hotels in London" or "flights to New York" and expect simple results. Soon, searches will be more detailed, such as "best boutique hotels in London with a spa and pet-friendly" or "flights to New York with flexible booking and extra legroom".
• This shift marks a transition from static, keyword-based searches to dynamic, conversational interactions where users expect personalized results that take into account a range of preferences;
• For travel companies, the new era of search challenges them to respond to diverse user requests. The solution is granular, structured data. By organizing data well, marketers can ensure that preferences and features are searchable and matched by AI technologies such as Google's Search Generative Experience (SGE).

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