Podcast Summary: The Changing User Journey – Lessons from the Travel Industry in the Age of AI

Podcast: The Digital Marketing Podcast
Hosts: Daniel Rowles and Ciaran Rogers
Guest: Matthew Gardiner, World Travel Market
Date: October 7, 2025
Episode Theme: Exploring the radical transformation of user journeys in the digital era, centering on insights from the travel industry and the disruptive impact of AI.

Episode Overview

The hosts analyze how digital user journeys have shifted dramatically, particularly under the influence of generative AI and smart agents, with the travel sector as a compelling case study. Daniel Rowles and guest Matthew Gardiner discuss seismic changes in consumer behaviors, marketing strategies, the collapse of traditional funnels, and new imperatives for brands to remain visible and relevant. While travel is the main lens, lessons are generalized for all digital marketers.

Key Discussion Points and Insights

1. Radically Changing User Journeys in the Digital Age

• User behavior is shifting faster than ever due to AI integrations in search and content discovery platforms.
• Over 55% of Google searches now present users with an AI overview, often preventing them from clicking through to actual websites.

  "We're only just really starting to understand what that means in terms of search engine optimization – what we're now either calling generative engine optimization or answer engine optimization." (Daniel, 01:08)

• Traditional web journeys are increasingly bypassed as AI meets information needs directly, pushing brands to rethink visibility and discoverability.

2. Social Media’s Shift to Disconnected, Short-Form Content

• Alex Schultz (CMO, Meta) quoted in a previous episode: social content is now mostly "disconnected pieces of content," such as TikToks or Reels, which AI algorithms serve based on predicted engagement, rather than explicit user connections.
• This disrupts the old model of connected networks and shifts the basis for content recommendation and engagement.
• Marketers must adapt, as user journeys through social now depend on behavioral signals, not just who or what users are connected to.

3. AI-Driven Advertising Platforms

• Platforms like Google Ads now leverage AI to analyze broad behavioral cues beyond keywords, including cross-platform behaviors and deeper user context.
• Non-keyword signals are becoming "much, much bigger" (Daniel, 03:58).
• There's a gap in marketers' response to this—many haven't shifted tactics to recognize these fundamental changes.

4. Usability Testing in the Context of Personalized AI

• Traditional usability testing fails to account for individualized, AI-shaped content and ad experiences.
• Suggestion for marketers: do user testing on real user devices and with real user histories, rather than clean lab setups.

  “My experience of social media, search, and ads is going to be completely different to the next person's based on my history.” (Daniel, 05:42)

5. Introducing the Travel Lens – Interview with Matthew Gardiner

Matthew’s Background

• 25 years in travel, across startups, global hotel chains, aviation, and destination marketing.
• Deep perspective on the evolution from offline to OTA-dominated eras, and now into AI-driven user journeys.

The Collapsing Travel Funnel

• Traditional linear funnels have collapsed into AI-driven conversations.

  "The travel funnel is collapsing into a conversation with AI and whoever owns that conversation owns the traveler." (Matthew, 09:01)

• The challenge has shifted from direct-vs-OTA bookings to simply being surfaced by AI at all.
• AI is now rewriting the rules of trust, brand visibility, and booking.

6. Generative (Answer) Engine Optimization (AEO/GEO)

• Focus shifts from keywords to conversations.
• It’s no longer about ranking for “Yosemite hotels” but becoming the trusted source AI cites.
• Structured data becomes central; “Structured data is the new distribution.” (Matthew, 13:28)
• Multi-language, multimedia (video + text), and question-based content strategies are key.
• Advocacy and community engagement are more important, as discussion platforms (Reddit, Quora) are more frequently cited by AI.

7. Hyper-Granular Content & Community Building

• Brands and destinations need to answer specific questions (e.g., “Best kayaking routes on Jersey island by tide and season”) in multiple formats.
• This role shifts marketing managers toward orchestrating armies of expert content creators and advocates, not just managing campaigns.

8. Emerging Trends in Travel Marketing

Live Tourism and Events

• Live events are powerful destination magnets, building demand and emotional connections.

  "Destinations...need to think like event producers.” (Matthew, 18:22)

• Example: Taylor Swift’s concert tour in Singapore generated hundreds of millions in economic impact, thanks to live streaming and social media amplification.

TV and Streaming as Destination Drivers

• Media exposure (films, TV shows) can surge interest and visits, as with Jersey’s prominent TV show feature.

Rise of Soft Adventure and Authentic Experiences

• Post-Covid, travelers favor meaningful, experiential travel (“soft adventure”) over passive or high-adrenaline holidays.
• Tour operators succeeding now offer immersive, curated activities—local cooking, unique hikes, cultural experiences.
• Short city breaks are struggling, pressured by high costs and sustainability concerns; extended, deeper stays are on the rise.

  “Sustainability is evolving from a niche to baseline expectation.” (Matthew, 22:25)

9. Leveraging Existing Assets and Creating Identities

• Marketers should repackage natural assets or unique experiences to give them new identities and brands (e.g., “tidal trail” in Jersey).
• This sparks new interest and extends relevance without large new investments.

Notable Quotes & Memorable Moments

• On personalization and usability testing:

  “My experience of social media, my experience of ads, my experience of search is going to be completely different to the next person's based on my previous history and what I've been doing.”
  (Daniel, 05:42)

• On the new AI-dominated battle for attention:

  “For years, that fight has been OTAs versus direct. Now increasingly, the fight is can you even get surfaced by AI at all?”
  (Matthew, 09:11)

• On content strategy:

  “The game isn’t ranking for Yosemite hotels anymore, it’s being the source that AI cites in a conversation.”
  (Matthew, 13:23)

• On live experiences and destination marketing:

  “Destinations...need to think like event producers, because live tourism is one of the most powerful ways to drive demand, boost economies and build deeper emotional connections with audiences.”
  (Matthew, 18:22)

• On using media to boost tourism:

  “We launched Bergerac and there’s a huge spike in people searching for Jersey; the main actor said Jersey is actually the second star of the show.”
  (Daniel, 20:36)

Timestamps for Key Segments

• 00:00–06:18 – Intro & overview of rapid user journey changes; rise of AI overviews in search.
• 06:18–07:54 – Matthew Gardiner introduces his extensive travel sector experience.
• 07:54–10:08 – The evolution of the travel user journey; the collapse of the funnel in the AI era.
• 10:08–13:22 – The implications of AI agents booking travel and the strategies for maintaining brand relevance and loyalty.
• 13:22–15:54 – Structured data, content strategy, and the role of Q&A, reviews, and advocacy.
• 16:16–17:22 – Hyper-granular content, localization, and the shift in content roles.
• 18:03–21:20 – Major industry trends: live tourism, event-based destination appeal, and media-driven tourism spikes.
• 21:20–23:35 – Soft adventure, extended stays, and the growing centrality of sustainability in travel decisions.
• 24:55–26:51 – Branding existing assets; overview and invitation to World Travel Market.

Practical Lessons & Takeaways

• Marketers in all industries must recognize that user journeys are now fragmented, AI-driven, and less reliant on traditional “funnels.”
• Answer Engine Optimization (AEO) is key: brands must structure content for discoverability in conversations, not just search rankings.
• Community, advocacy, and multimedia answers (text + video + real voices) can elevate brand presence in AI outputs and forums.
• Hyper-local and granular content creation is now vital for capturing both AI and human attention.
• Events, live experiences, and pervasive media strategies drive both digital amplification and physical visitation, benefiting the broader local economy.
• Sustainability and authentic experiences are both increasingly non-negotiable; marketers must align with travelers’ evolving values.
• Test on real devices, with real users—the personal nature of AI curation means generic usability tests are less informative.

Resources and Further Engagement

• World Travel Market: The leading travel industry event, covering global trends, marketing strategies, and networking opportunities.
• TargetInternet.com/forward/podcast: Show notes, links, and further resources.