Winning in Travel: How Data & Technology Drive Competitive Advantage

In the fast-moving travel industry where demand shifts in an instant, brands must adopt smart data strategies and the right technology. In our recent webinar, Winning in Travel: How Data & Technology Drive Competitive Advantage, industry experts from Google, Feedonomics and Jellyfish share insights on how brands can harness applied AI, data optimization, and automation to drive success in travel marketing.

Key Takeaways

AI & the future of Marketing

AI is reshaping how brands approach creative, media, and measurement, driving significant efficiency and performance gains:

• Brands that prioritized AI adoption have seen 60% higher revenue growth than early stage adopters (Google).
• New Search Capabilities: Google's AI Overview combines the best of LLM experiences with high-quality web results, creating new opportunities for marketers to attract and engage qualified traffic.
• Visual Search is evolving - Innovations like Google Lens are changing how consumers search, making it crucial for travel brands to optimize their online presence.
• The power of personalization - AI presents a huge opportunity for brands to enhance engagement during the consumers extensive travel planning process and ensure they reach the right audience with the right message.

Leveraging Applied AI to unlock your competitive edge

Three key areas of opportunity where AI-driven solutions can help brands outpace the competition:

Measurement: Optimizing Performance with AI Model

• Large Language Models (LLMs) are now one of your most important audiences.
• The Share of Model™ Platform tracks brand perception on LLMs, helping you understand what messaging and content to optimize.

Creative: AI makes marketing faster

• GenAI platforms like Pencil have unlocked new capabilities to generate the high volume of assets that algorithms need for optimization. 
• We deliver thousands of assets for travel brands 55% faster using Pencil.

Bidding: Smarter Ad Spend & Predictive Modeling

• Server-side tracking breaks down barriers between ad platform goals and business objectives, leading to better alignment and optimization.
• Using predictive models to adjust conversion values is the key to improving bidding strategies.
• Google’s open source set of solutions integrate Cloud & AI to enhance data tracking and bidding efficiency.

The power of scalable data foundation

Feedonomics enhances feed-driven ad strategies for travel brands, automating Google, Meta and Search Ads360 campaigns for efficiency. 

Overcoming three key challenges in travel data:

1. Complex data sources – API-driven models need structured feeds.
2. Handling data at scale  – Cleaning & structuring large datasets for ad platforms.
3. Flexible data exports – Structured data streamlines ad automation.

Impact of an optimized data foundation:

• Lower customer acquisition costs.
• Increased return on ad spend (ROAS).
• Reduced developer hours and faster troubleshooting.

Watch the webinar replay to dive deeper in what a best in-class AI-powered martech setup looks like.

Need guidance?

Jellyfish Cloud can help you navigate data-driven strategies to improve targeting, bidding, creative, experience, and measurement for your brand.