AI is transforming travel marketing, but human insight still holds the ultimate power. At the Skift Global Forum 2025, industry leaders came together to discuss how artificial intelligence is radically changing traveler behaviors, improving forecasting accuracy, and refining marketing strategies. Yet, amid all the AI advancements, the consensus was clear: the irreplaceable value of human intuition remains travel’s strongest asset. But here’s where it gets controversial—can technology ever fully replace the empathy and judgment that humans bring to travel marketing, or is this blend the future's only path? This question was at the heart of the expert roundtable hosted by Betsy Vankula, Global Director of Travel Sales at StackAdapt, where travel professionals shared insights about AI’s evolving role in personalization, pricing, and overall marketing effectiveness.
Artificial intelligence has moved travel marketing far beyond simple demographic grouping. Instead of sorting travelers by age or location, brands are now leveraging behavioral data and travel intent to craft messages that speak to a traveler's underlying motivation—whether that’s seeking wellness experiences, family adventures, or gourmet escapes. This new form of personalization taps into the mindset and aspirations of travelers instead of only their destinations. Experts stressed that the responsible use of data is key: successful marketers anticipate customer needs while respecting privacy and maintaining relevant connections throughout every stage of the journey.
The real opportunity goes beyond just clinching bookings. It’s about understanding the traveler’s evolving identity and desires. Vankula explained how StackAdapt’s AI-powered audience modeling identifies high-intent travelers early in the process, delivers tailored creatives at precisely the right moment, and then re-engages those audiences through focused retargeting—creating a seamless link between inspiration and purchase, all measurable in clear business impact.
AI’s power in predicting travel demand and adjusting pricing strategies is now deeply woven into the travel industry’s operations. Airlines use machine learning to forecast both leisure and business travel demand, optimize inventory, and fine-tune their marketing budgets. However, automation comes with pitfalls. Dynamic pricing driven solely by AI can damage trust if price changes feel random or excessive. As one participant put it, “AI can recommend changes, but it’s human judgment that knows when a price shift might erode customer trust.”
Roundtable experts emphasized balancing automation with human oversight. They advocated for using AI to speed up testing, improve audience segmentation, and connect last-minute inventory to travelers in-market—but with people guiding broader economic understanding and brand integrity. StackAdapt’s integrated platform stood out as a practical example, combining audience creation, real-time optimization, and post-campaign analysis to close the loop on performance intelligence.
The discussion also highlighted that transparency remains non-negotiable in travel marketing. Travelers want to know when AI influences what they see, whether in recommendations or pricing. Brands that openly explain how technology impacts their offerings tend to build stronger customer loyalty and engagement over time. AI should never replace empathy; instead, it has the potential to scale it effectively.
The experts agreed—technology’s role should be to enhance human connection, not overshadow it. After all, booking travel is a deeply emotional and carefully considered decision. Trust hinges on demonstrating that AI supports relevance and personalization without veering into manipulation. Leading marketers are responsibly using AI to sharpen audience targeting, boost campaign efficiency, and test creative ideas, all while maintaining strict oversight to protect brand reputation. As personalized, data-driven marketing becomes the norm, brands that prioritize transparency in how they target and measure success will earn both traveler trust and sustained performance.
Looking ahead, the group envisioned a future where marketing systems unify data, creative assets, and analytics in real time within a single platform. The objective is simple yet ambitious: offer travelers exactly what they want at precisely the right time, all while ensuring openness at every stage of the experience.
Even as AI capabilities continue to grow, one truth endures—travel and hospitality are fundamentally human industries. Those brands that successfully integrate smart automation with emotional intelligence will define the next era of travel marketing.
StackAdapt empowers travel marketers to responsibly harness AI by seamlessly connecting traveler intent, inventory management, and campaign impact through a transparent platform.
For more information about StackAdapt, visit go.stackadapt.com/travel.
This article was produced through a collaboration between StackAdapt and Skift’s branded content studio, SkiftX.
