Start leading innovation, don't just follow it.
Generative AI and Agentic AI have the potential to reshape how marketers engage with travelers. But in this rapidly-changing landscape, separating vision from possible remains hard.
This guide equips travel & hospitality leaders with the insights, thought-starters and strategies to confidently navigate what’s real, what’s myth and how to separate signals from noise in the age of AI.
What you'll find inside:
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AI ADOPTION: What numbers (don't) tell us about travelers
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AI SEARCH: Why ‘GEO’ and ‘Structured data’ are just half of the discovery strategy
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CONTENT CREATION WITH AI: Why AI transparency is an opportunity, not a risk
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AI INNOVATION: A framework to take action on the next AI opportunity
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BONUS CONTENT: The 5 questions every leader can ask to sound smarter about AI
"I highly recommend your first Playbook: It's full of insights and really thought-provoking."
G.D. - Marketing Director of a 14-Hotel Group
FREQUENTLY ASKED QUESTIONS
Who is this Playbook for?
The Playbook AI in Travel Marketing: Future-Proofing Your Brand is built for travel, hospitality, and destination marketing (DMO) leaders looking to cut through the AI hype and confidently implement an AI-driven strategy. Whether you want to drive adoption, position yourself as an internal AI expert, or scale your business, this resource delivers actionable, real-world guidance: From navigating agentic distribution and modern SEO to accelerating content creation and anticipating AI risks with confidence.
How many travelers use AI today?
The rapid adoption of conversational AI tools, such as ChatGPT, Gemini and Perplexity, is reshaping how users seek information; Naturally, travelers are also turning to conversational search engines to find travel-related information - but to what extent? How many travelers use AI purely for inspiration ? How many travelers use AI for itinerary planning? And how many travelers actually use AI to book a trip? In this Playbook I'm evaluating various datapoints and provide signals to assess where AI adoption is headed.
What are the best use cases of agentic AI in travel marketing?
The most widely cited use-cases of AI tools associated with agentic AI in travel marketing usually include AI chatbots, for example chatbots on a destination website helping travelers get inspiration for their trip. In this Playbook you'll find more use cases and insights helping leaders critically evaluate what’s agentic AI, what isn't, and more. Have you observed a great example of agentic AI in the Travel Industry? Send it to me and I'd be happy to include it in the final version.
What is GEO?
GEO (Generative Engine Optimization) or AIO (AI Optimization), are terms coined recently to define a set of experimental techniques meant to replace SEO (Search Engine Optimization) in an ‘AI-first’ world. GEO and AIO became very popular in the circles of digital marketers lately, although some experts remain skeptical on their impact. In this Playbook you'll find out why a brand discoverability strategy in travel requires a more comprehensive approach.
ABOUT THE AUTHOR
Edoardo Monetti is a certified professional and travel marketing expert with 20 years of global experience driving growth and innovation. His past assignments include leadership roles at top travel & distribution brands and collaborations in Big Tech, directly contributing to award-winning commercial actions and initiatives driving up to 7-figure business impact.
Today as an independent consultant and fractional execution partner he works withtourism industry stakeholders, brands and entrepreneurs, with a strong focus on strategic marketing, commercial innovation and international partnerships.
He is also the author of the playbook ‘AI in Travel Marketing: From Hype to Action’, as well as speaker and moderator at international Travel and Tech conferences.
