Think Travel 2025: How AI is redefining traveler behavior

After two inspiring days at Google’s EMEA headquarters in Dublin for Think Travel 2025 one thing is clear: travel and marketing are being rewritten by AI.

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The conversations, the energy, and the forward-thinking spirit across the ecosystem showed that we’re entering a new era, one where data, creativity, and intelligence converge to redefine how we connect with travelers.

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A Booming Travel Future

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By 2040, the world will see +2.4 billion trips a year. 

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Just five markets —China, the United States, Germany, India, and the United Kingdom —will account for 42% of this growth , while competition among the top destinations continues to intensify:

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• Spain : +32% (110 million visitors)
• France : +16% (105 million)
• USA : +26% (100 million)
• Mexico : +100% (90 million)
• China : +37% (90 million)

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Nearly half of global travelers (45%) will head to four “hot zones”: the Mediterranean, Southeast Asia, the New Middle East, and the Caribbean.

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The opportunity is massive — but so is the competition. Destinations and brands that use data and intelligence to understand intent will be the ones winning future travelers’ hearts (and bookings).

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The modern traveler has changed

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Today’s traveler is more curious, connected, and deliberate than ever. 

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The average booking journey lasts over 300 minutes, and booking windows are lengthening — from 53 days in 2023 to 61 in 2025. 

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People no longer search with short keywords; they use longer, conversational queries — “Where can I go on a sustainable vacation with my family in June?” rather than “family resorts in June.”

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And with each search, expectations for personalization grow. Travelers want content that understands their needs, not just generic inspiration.

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AI is transforming search and marketing

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The future of search is intelligent, multimodal, and agentic — meaning it can reason, plan, and act.

At Think Travel, Google unveiled how AI Mode and AI Overview are reshaping the search experience, now live in 40+ EMEA markets.

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Soon, travelers won’t just see a list of blue links — they’ll experience an end-to-end AI journey, capable of comparing options, suggesting itineraries, and even booking on their behalf. 

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Ads will be integrated directly within these AI environments, connecting intent with action in real time.

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Search is no longer just a query; it’s an intelligent conversation between traveler and technology.

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AI-powered campaigns for the Full Funnel

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Google’s new generation of AI-driven tools is redefining how we capture demand:

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• AI Max: power search campaigns to identify new and unexplored travel intentions.
• Demand Gen: reaching users in Google's most visual environments-YouTube, Shorts and Discover-turning inspiration into conversion.
• YouTube: consolidates its position as the number one streaming platform for travel discovery, influencing all phases from dreaming to booking.

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Together, these tools create a connected ecosystem where performance and storytelling finally merge.

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Evolving SEO and regulation in the AI Era

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As Google’s AI experiences expand, SEO must evolve.

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It’s no longer about optimizing for keywords but creating semantically rich, AI-friendly content that aligns with traveler intent.

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At the same time, tech regulations like the Digital Markets Act (DMA) are reshaping the digital landscape in Europe, changing how users navigate search results and how advertisers reach them.

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Understanding these regional nuances will be key to maintaining visibility and compliance.

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A New Era of connection

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Beyond the data and the demos, Think Travel 2025 was about connection — with ideas, with technology, and with each other.

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From predictive analytics to hyper-personalization, it’s clear that the next leap in travel will be powered by intelligent, data-driven creativity.

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As marketers, we now have the tools, and the responsibility, to use AI not just to optimize campaigns, but to reimagine the traveler experience.

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At Roiback, this means applying these insights to build smarter, more personalized digital strategies for our hotel partners around the world. Because travel has always been about timing and connection — and with AI, we’re finally learning how to master both.

Are you ready?

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