Artificial intelligence and emotion are changing the way we plan trips

At a time when technology is transforming how we plan and experience travel, a global study by Expedia Group Advertising offers profound insights into the factors that ignite the desire to explore. The study, titled *Science of Wanderlust*, analyzes how emotions, content formats, and artificial intelligence impact the decisions of today's travelers.

One of the most striking findings is the power of audiovisual content. 71% of respondents stated that videos directly influence their travel decisions, almost three times more than static images. Long-form videos generate the most intense emotions, demonstrating that well-constructed narratives are more effective than simple visuals.

The study also reveals that authenticity has become the primary driver of trust. Travelers value transparency, clarity, and genuine messages that reflect real experiences. User-generated content strengthens this emotional connection, while inclusive and diverse messaging boosts brand credibility.

Another determining factor is the narrative structure. Content with a clear introduction, a fluid development, and a direct conclusion is more effective at capturing attention. Furthermore, visual pacing influences comprehension: scenes lasting between two and nine seconds are ideal for maintaining interest, while excessively rapid cuts hinder the connection to the story or the destination.

Regarding the role of artificial intelligence, the results show a clear preference for a balance between technology and human touch. 41% of travelers believe AI can improve content, but most prefer its use combined with people's creative sensibility. Only 16% stated they weren't concerned about how content is generated, as long as it was useful and relevant.

The study also identifies generational differences. Millennials and Generation Z react with greater emotional intensity to travel content and are more drawn to videos and influencer posts. In contrast, Generation X and Baby Boomers show a more rational response and rely more on articles, guides, or institutional messages.

In the advertising sector, 64% of travelers report having seen travel ads generated by artificial intelligence. While there is some skepticism toward fully automated content, respondents value its application in practical areas, such as personalized itineraries or smart budgeting. However, landscapes or influencers created entirely with AI generate distrust and negative emotions.

The report also categorizes travelers into six archetypes, each with different motivations and preferences. Beach lovers seek relaxation and wellness; theme park travelers prefer short, dynamic videos; adventurers value nature and authenticity; urbanites are inspired by gastronomy and nightlife; cultural travelers are drawn to local experiences; and luxury travelers are more receptive to AI-generated content and influencer recommendations.

These findings offer brands and tourism organizations a concrete guide for connecting with travelers on an emotional level, combining human creativity with the power of technology. In an industry driven by inspiration, understanding what sparks the desire to discover the world becomes key to building memorable and authentic experiences.

Source: Expedia Group Advertising – “Science of Wanderlust” Study, October 2025.