Guest Post: Search is just the start

AI’s real value lies in delivering personalised, relevant travel ads at scale, says Guy Jackson, CCO at RAAS LAB

The use of AI for planning holidays is on the rise. Last year, Travolution published research that found around 40% of travellers had used the tech for trip research. This is up from 26% in 2023, and that figure is expected to rise significantly again in 2025. 

On the surface, the increasing application of AI-based ‘travel agents’ could be seen as removing the human connection that can help drive travellers toward holiday destinations. However, as Epsilon’s Toby Morris has highlighted, the sophistication of the technology, which offers real-time recommendations and predictive analytics, is driving at-scale personalisation that resonates with prospective travellers.

At the heart of this is a granular understanding of what is relevant to that audience, built on rich data. But insights alone won’t move hearts - that’s where creative messaging comes into play. Thankfully, AI is closing the gap between data and creative by determining which visuals and headlines will stop a scroll and spark an emotional connection.

Does AI understand travel consumers?

It is understandable that the travel sector is advancing carefully in the ways it utilises AI. The travel business is a very ‘human’ and emotive one that requires skill and real understanding of consumer preferences and desires. Customers now expect the personal touch from the brands they trust to craft their travel experience. But can AI truly deliver on that?

The answer is undoubtedly yes. Customers want to visualise themselves in the dream destination. Technology that enables the alignment of the image they hold in their mind with the offer they are being shown is the holy grail. The more relevant advertisers can be, the more attention they’ll capture, and AI is an incredibly powerful tool in enabling relevance.  

The key to achieving attention is understanding a consumer’s intention and where they are on their buying journey. While traditional search marketing techniques attract users who are ready to book, many travellers "explore to feel" and plan months before they actually invest in a holiday. This is the time when subconscious decisions are made and market share is won.

Why relevance delivers performance

The human brain is, in fact, hardwired to tune into information that we receive in any given moment. But since media planning, data and buying have been based around bucketing customers into broad categories, decision-making within both targeting and creative is broad and misses all of the key nuances that are required to deliver meaningful experiences to users.

As regulations tighten and consumer expectations shift, the industry must move away from static segments and start listening to live signals. AI is revolutionising digital advertising by enabling hyper-relevant experiences at the impression level, transforming premium media into a powerful outcomes-driven channel.

Relevance is not just about finding the right user; it's also about understanding their needs and preferences. Every ad impression is a unique opportunity to connect with a potential consumer.

An AI agent can now analyse both the webpage and the creative message in real-time, using advanced agentic AI to score how well they align, based on learnings from millions of ad creatives and every premium impression in the bid stream.

AI and personalisation

In 2025, travel brands and their tech partners must leverage AI to stand out in a highly competitive, seasonally driven market and secure higher engagement and bookings. AI has already transformed travel advertising in terms of AI-powered search; it is now transforming the way travel businesses can deliver creative messaging. One of the fastest-growing trends in programmatic advertising for travel is AI-driven hyper-personalisation, which allows for dynamic, contextually relevant creative tailored to individual travelers’ preferences and journeys. It goes beyond simple segmentation, offering travel ads that adapt to traveller intent signals like booking windows, preferred destinations, or trip types (business vs leisure). 

AI automates the analysis of traveller datasets and booking patterns to optimise creative content delivery in real-time. This leads to smarter ad placements, improved ROI, and maximised conversion rates for travel campaigns, especially when targeting last-minute bookings or high-value travellers.

In summary, travel brands and their tech partners should invest in AI-powered creative tools to drive both immediate booking growth and long-term brand loyalty. AI’s transformative impact on advertising creative enables travel companies to deliver hyper-personalisation, agility, and smarter campaign decisions. Ultimately, brands will be able to achieve better campaign performance, higher engagement, and crucially, convert more travellers. On the flip side, travel brands that fail to embrace AI-powered creative will vanish from top-of-mind and tumble down performance dashboards.