Trust remains the most valuable passport. Transparency (52%), clarity (46%), and authenticity (45%) emerge as key attributes for making an ad or piece of content credible and actionable. In Expedia Group’s own reading, aesthetics don’t replace substance: a clear close—ideally with an honest, useful call to action—converts better than a parade of effects without a through line. This aligns with a broader trend the company underscores: in an age of information overload, well-told simplicity is a competitive edge.
So where does artificial intelligence fit? Far from a “AI yes/AI no” dichotomy, travelers show a nuanced preference: 41% consider AI-generated content helpful as long as it’s guided by human sensibility, while only 16% say they don’t care how the material was created. Moreover, 64% report having seen travel ads produced with AI, but they prefer that technology be used to personalize itineraries (19%) or shape smarter offers (24%) rather than to populate campaigns with entirely artificial images or influencers—which trigger negative emotions such as distrust. In short: AI adds value when it boosts relevance and reduces friction, not when it tries to replace authenticity.
Generational factors also matter. Millennials and Gen Z have stronger emotional reactions to travel content and are especially drawn to video and influential voices; Gen X and Boomers tend to prioritize brand messages, sponsored articles, and guides with practical, verifiable information. This segmentation isn’t merely demographic: it invites marketers to modulate tone, format, and channel according to trip stage and audience archetype. In fact, the report outlines six “ways of traveling”—from beach and luxury to urban, cultural, adventure, and theme parks—and suggests distinct creative triggers to inspire each, without forcing stereotypes.
Representation matters—a lot. Thirty-four percent of respondents say inclusive messaging increases their trust, and seeing themselves reflected—by age, background, lifestyle, or preferences—makes content feel more familiar and memorable. In a market where inspiration is won in seconds, that immediate identification can be the difference between a passing scroll or a pause to watch… and to book. This logic also helps explain why the company is translating these insights into concrete campaigns with destination marketing organizations such as Visit Türkiye, the Ministry of Tourism of The Bahamas, the Jamaica Tourist Board, and PROMTUR Panama, focusing on emotional creativity, smart distribution, and conversion-oriented metrics.
“Science of Wanderlust” doesn’t just describe trends; it lays out an action framework at a time when the volume of content—much of it AI-assisted—keeps growing. The central takeaway is pragmatic: the best performance occurs when technology is used to understand context, fine-tune formats, personalize messages, and optimize media buys, while human judgment handles the script, the voice, and the gestures that make the promised journey believable. For brands, destinations, and agencies, the challenge is no longer choosing between art or science, but orchestrating them precisely to ignite the desire to travel—and turn it into results.
