In the age of AI, video is emerging as the single most powerful driver of wanderlust in what makes travellers click “book”, Expedia Group Advertising’s latest global research has revealed.
The Science of Wanderlust study explores how consumers engage with travel content, identifying six core ingredients that inspire travellers and turn dreams into bookings.
The new findings show that video influences travel decisions nearly three times more than static images, with 71 per cent of travellers citing video as a key factor versus 24 per cent for still photography. Longer-form videos were also found to spark the most emotional reactions, underscoring the need for clear storytelling and structure to sustain attention. And 56 per cent of Australian travellers say transparent brand messaging increases their trust which is higher than the global average.
“Knowing what truly moves travellers from dreaming to booking is a game-changer for brands operating within a highly fragmented travel media ecosystem,” Expedia Group Advertising senior vice president, Rob Torres, said. “Our Science of Wanderlust research reveals the six key ingredients for creating effective travel content — providing marketers with a clear roadmap that both informs and inspires action.”
Among those key ingredients, travellers said authenticity and trust were essential, with transparency (52 per cent), clarity (46 per cent) and authenticity (45 per cent) ranking as the tones that build the most credibility. Inclusive and relatable content also matters – 34 per cent said representation in ads made them more likely to trust a brand.
Balancing AI and human creativity
While artificial intelligence continues to reshape marketing, the study found travellers remain cautious about fully automated content. Forty-one per cent of respondents said AI-generated material is useful only when combined with human input, while just 16 per cent didn’t mind how content was created as long as it was helpful.
Notably, 64 per cent of travellers reported seeing what they believed to be AI-generated ads, and reactions were mixed. Although travellers welcomed AI in practical applications like smart budgeting tools (24 per cent) and personalised trip planning (19 per cent), many felt discomfort toward AI-generated influencers or synthetic landscapes, describing them as “unnatural” or “annoying”.
Generational and traveller type trends
Expedia’s research also uncovered clear generational divides. Younger audiences – Gen Z and Millennials – were found to be the most emotionally responsive to travel content, engaging strongly with influencer and video formats. In contrast, Gen X and Baby Boomers showed steadier sentiment and preferred traditional sources like branded content, guidebooks, and sponsored articles.
Different traveller archetypes also revealed unique content preferences. Beach Travellers were drawn to soothing visuals of pools and relaxation; Adventure Travellers leaned toward YouTube and natural landscapes; while City Escapists responded most to long-form food and nightlife videos. Luxury Travellers proved the most receptive to influencer and AI-enhanced content.
Turning insight into action
Expedia Group Advertising is now partnering with destination marketing organisations such as GoTürkiye, VisitPanama, the Jamaica Tourist Board, and others to translate these insights into high-impact visual campaigns across its global media network.
“With so much noise in the industry about AI, privacy and personalisation, these findings give marketers a new playbook for earning trust, keeping attention, and driving bookings,” Torres said.
Key findings
- Video wins: Short videos had a much stronger impact on booking decisions than static imagery – especially among Aussie travellers.
- Authenticity matters: Australians are more likely to respond to content that feels authentic and relatable (35% vs 32% global avg).
- AI scepticism is real: Aussies were the most likely to say they’re not excited about AI in travel planning (21% vs 15%) and more likely to be sceptical of fully AI-generated travel content.
- Trust and transparency count: 56% of Australian travellers say transparent brand messaging increases their trust – higher than the global average.
