We delve into two standout developments in the world of travel—how Booking.com is navigating the evolving landscape of AI models and how Dubai is redefining its tourism image to appeal to a younger generation.
As the AI model market diversifies, travel brands are embracing a more strategic and case-specific approach. While OpenAI’s ChatGPT led the field in 2023, newer contenders like Google’s Gemini, Anthropic’s Claude, China’s DeepSeek, and various open-source models are now offering more tailored solutions.
Booking.com has been quick to adapt, deploying an orchestration layer that enables it to switch between multiple AI models based on the specific task—whether it's trip planning, customer service, or developer assistance. This approach ensures cost-effectiveness, reasoning accuracy, and context-aware responses, all while maintaining safety and performance through internal guardrails.
Smaller players in the industry are also demonstrating that the choice of AI model is less about brand recognition and more about matching the right tool to the right need. Startups like Swifty and Navifare are proving that a balanced approach to AI—considering cost, context, and capability—can deliver competitive advantages.
On the marketing front, Dubai is launching a fresh strategy aimed at attracting Gen Z travelers. In its latest campaign, the city teamed up with Millie Bobby Brown and Jake Bongiovi to produce a six-minute promotional video that spotlights affordable, lesser-known attractions across Dubai.
This marks a significant shift in tone. While Dubai has long leaned on high-end luxury and celebrity influence, this new campaign is grounded in authentic storytelling. From walking the alleys of Al Seef to desert adventures in Al Qudra and iconic landmarks like the Burj Khalifa, the campaign showcases a Dubai that is both aspirational and accessible.
By aligning star appeal with immersive experiences, Dubai is positioning itself as more than just a luxury playground—it’s becoming a dynamic, inclusive destination that resonates with experience-driven younger audiences.
Short-term rental operators and marketers should take note. The AI innovation at Booking.com signals a shift toward efficiency and personalization in guest communication and operations. Meanwhile, Dubai’s campaign shows that storytelling, authenticity, and accessibility are key to capturing the Gen Z travel market.
Hosts and managers should explore AI tools that enhance guest experience and consider marketing strategies that go beyond polished visuals—focusing instead on real, relatable experiences.
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.
