New Report: Competing for Relevance in the AI Era

Travel marketing hasn’t just evolved — the rules that once defined it are breaking down.

Discovery is happening earlier. Decisions are being shaped before brands ever appear. And the systems that determine visibility are shifting faster than most organizations can keep up.

What used to be a clear path from inspiration to booking has compressed into AI-driven moments, where relevance, trust, and data determine whether you’re even considered.

SkiftX spoke with 10 senior marketing and commercial leaders across airlines, hotels, destinations, and digital platforms to understand how the industry is responding.

One thing is clear: competitive advantage is moving upstream — before most brands ever enter the decision.

Download the report to learn:

• Where decisions are actually happening — and why many brands miss them
• How AI is reshaping discovery, consideration, and conversion
• What determines visibility in an algorithm-driven ecosystem
• Why trust, data quality, and consistency now determine whether you’re surfaced
• How marketing, customer experience, and commerce are converging into a single system