We explore how the AI search boom and Tripadvisor’s evolving strategy are transforming how guests discover, book, and experience travel.
The future of travel advertising is already here—and it's conversational. Google has begun embedding sponsored travel ads directly within AI search tools like iAsk. For users asking questions such as “best ways to get to NYC,” AI-generated answers are now immediately followed by ads from brands like American Airlines, Viator, and Kayak.
This marks a big shift in monetisation strategy. Google’s traditional AdSense for Search program is being extended to AI platforms—hinting at a new era where search engine results pages (SERPs) give way to conversational AI journeys. While Google’s own AI, Gemini, hasn’t adopted this just yet, the trend is clear: travel brands must adapt their ad strategies to stay visible in AI-first discovery paths.
This move follows a court ruling against Google for anticompetitive practices in ad tech, possibly opening the door for greater diversity in how and where travel ads appear. For short-term rental operators, this evolution means it’s time to think beyond keywords—and start understanding how travellers will discover bookings through conversational AI.
Tripadvisor is also leaning hard into AI to strengthen its position in a shifting travel landscape. In its Q1 2025 earnings call, CEO Matt Goldberg reported a 1% revenue increase to $398 million, surpassing expectations thanks to continued growth through Viator and AI innovation.
Consumers may be watching their wallets, but they’re still prioritising travel experiences—especially those that are affordable. Viator saw 10% growth in revenue and a 15% increase in bookings, underlining the demand for curated, experience-first travel planning.
Goldberg outlined a bold roadmap: building an “AI-first product execution culture.” This includes:
Partnering with Perplexity and OpenAI
Embedding generative trip planning into the platform
Using AI for personalised suggestions, loyalty, and B2B product listings
Tripadvisor is no longer just a metasearch site—it’s becoming an AI-driven travel assistant, designed to guide users through inspiration, planning, and booking with minimal friction.
Prepare for the rise of AI-driven discovery: Ads, visibility, and SEO are changing fast.
Consider how conversational AI will influence guest booking journeys.
Watch how platforms like Tripadvisor and Viator use AI to improve relevance, loyalty, and conversions—and apply similar strategies in your direct booking efforts.
Ready to elevate your direct booking game? Visit the Boostly website for the tools, strategies, and support you need to succeed in 2025 and beyond. And remember: Book Direct.
