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The Science of Wanderlust: How Emotion, Storytelling, and AI Are Re-shaping Travel Marketing

18 November 2025

What inspires someone to book a trip in a digital world overflowing with travel content? As social platforms, AI tools, and entertainment channels increasingly shape how people search for holidays, understanding the psychology behind wanderlust has never been more important. Expedia Group’s new research initiative, The Science of Wanderlust, aims to decode the emotions and behaviours that now drive modern travel decisions.

Angelique Miller, Vice President of E-Studio at Expedia Group Advertising, says the goal was to examine what travel content performs best in an era transformed by AI. “We set out to uncover what makes the perfect travel content that drives bookings, especially given the rise in AI-generated content,” she explains. “The study showcases how travellers feel, react, and engage with travel-related content.”

This research builds on Expedia’s extensive knowledge of traveller behaviour, but it also arrives at a moment when the travel marketing landscape is shifting rapidly. As Miller puts it: “Traveller decisions are fuelled by strong narratives, and blending AI’s efficiency with authentic, human storytelling—meeting travellers where they are through both technology and emotion.”

Six Key Ingredients That Inspire Traveller Action

One of the most valuable insights from The Science of Wanderlust is the identification of six elements that reliably spark wanderlust and increase engagement. For travel marketers, these findings offer a data-backed blueprint for creating more effective campaigns.

“These six key ingredients tend to elicit an emotional response from viewers, making content significantly more engaging,” Miller says.

1. Video Drives Travel Decisions

Video is by far the most influential format:

  • 71% of travellers say video impacts their decisions

  • Only 24% say the same of static images

Long-form video storytelling sparks the strongest emotions, making it a powerful tool for both discovery and conversion.

2. Authentic Tones Build Trust

Transparency (52%), clarity and confidence (46%), and authenticity (45%) are the tones travellers trust most. User-generated content continues to outperform highly polished brand assets.

3. Narrative Structure Outperforms Pure Aesthetics

A clear beginning, middle, and end consistently increases engagement. Even visually striking content underperforms when the message lacks direction.

4. Optimal Scene Timing Improves Comprehension

Scenes lasting 2–9 seconds achieve the highest comprehension rates. Fast cuts make it harder for audiences to process the destination.

5. AI-Enhanced Content Performs Best

Travellers want AI used responsibly:

  • 41% like AI-enhanced content

  • Only 16% don’t care whether content is AI-generated

The message: AI is welcome, but human creativity must remain visible.

6. Representation Directly Influences Trust

Inclusive and relatable content matters. Miller notes: “If people see themselves represented, the content is more relatable and memorable,” with 34% stating it increases trust in the brand.

How Travel Content Converts Bookings

The study highlights a crucial link between emotional engagement and conversion rates. While video captures attention, it also drives concrete action.

“Our research found that video content overwhelmingly performs three times better than static images and tends to directly influence travel decisions and bookings,” Miller explains.

But format alone is not enough. “The most effective content tells a compelling story,” she emphasises. In a crowded digital environment, narrative clarity is what inspires travellers to move from inspiration to planning and booking.

AI’s Expanding Role in Travel Marketing

AI is reshaping how travel brands build campaigns, personalise messaging, and optimise content. Yet, travellers still look for humanity at the core of their travel inspiration.

“We see AI as an enhancer, not a replacement,” Miller says.

The study confirms that consumers are comfortable with AI when it improves their experience—whether by refining images, tailoring recommendations, or improving campaign performance.

Expedia Group’s Travel Media Network offers partners a suite of AI tools, including:

  • Automated bidding for efficient targeting

  • Hero Image Selection, resulting in a 7% uplift in engagement

  • Guided recommendations that use predictive analytics to improve campaign planning

These tools reflect a broader trend in travel marketing: using AI to scale creativity without sacrificing authenticity.

How Travel Brands Can Apply These Insights Today

In a hyper-competitive travel advertising environment, Expedia Group’s findings offer practical guidance for destinations and brands looking to stand out.

Miller highlights the importance of meeting audiences “where they are” across devices and platforms. Expedia’s platform provides access to:

  • 70+ petabytes of first-party data

  • 10 million+ daily visitors

  • 175+ targeting parameters

This scale enables brands to reach well-defined traveller segments with precision.

E-Studio, Expedia’s in-house creative service, helps translate these insights into compelling storytelling. “They create authentic stories that leverage this data to drive creativity and help brands connect to audiences,” Miller explains.

Expedia Group is also expanding discovery opportunities through Instagram Reels, the Expedia AI App (supported by Conversational AI), and a partnership with Perplexity’s Comet browser—bringing inspiration and booking into a more seamless journey.

The Future of Travel Marketing: Emotion at Scale

The next phase of travel marketing will be defined by deeper personalisation, an evolving search landscape, and shifting expectations across generations.

“Search and discovery are evolving,” Miller notes. Travellers increasingly look to social media, influencers, and entertainment platforms for inspiration rather than traditional search engines.

Younger generations show the strongest emotional reactions to travel content—both positive and negative. Millennials are the most comfortable with AI in travel marketing, followed by Gen Z, while older audiences prefer calmer, less fast-paced content.

“The brands that succeed will be those that understand these nuances and use technology to deliver emotion at scale while preserving authenticity,” says Miller.

A New Blueprint for Travel Storytelling

The Science of Wanderlust provides a clear framework for how travel inspiration happens—and how brands can harness it. The findings show that effective travel marketing now depends on the interplay between emotional storytelling, relatable content, and thoughtful use of AI.

At its core, wanderlust still begins with a story that feels real and places the traveller inside it. Technology can amplify the reach and relevance of that story, but the emotional connection remains fundamentally human.