At Liquid Spark, we help adventure travel brands navigate the rapid changes in how travelers discover, research, and book experiences. Artificial intelligence is now a central part of that shift, which is why we were proud to participate in the Travel Trends AI Summit 2025 — a global event focused on the real-world impact of AI on the travel industry.
Below, watch the panel discussion “Marketing in the Age of AI” featuring our Liquid Spark President and Founder, Julie Thorner sharing tips with leaders from Google, travel technology, and travel marketing.
Key Takeaways from the “Marketing in the Age of AI” Panel Discussion
In the panel, our Founder Julie Thorner and industry experts discussed how AI is changing the traveler journey and what travel marketers should prioritize moving forward.
Some of the key insights included:
- The travel booking journey is no longer linear — travelers move between search, video, social, maps, and AI tools
- Travelers are asking longer, more specific questions, increasing the importance of niche and experience-based content
- Visual content plays a critical role in AI-driven discovery
- Authenticity matters — especially in adventure travel, where trust is essential
- Clean, structured, and up-to-date data helps AI tools surface your brand accurately
AI works best when it supports — not replaces — the human experience behind travel.
What This Means for Adventure Travel Brands
For adventure travel operators and destinations, success in an AI-driven search environment still starts with strong fundamentals:
- Clear, authentic storytelling
- Real images and videos from real experiences
- Content that answers traveler intent
- Data and websites structured so AI tools can understand them
AI is changing how travelers find brands — but not why they choose them.
If you want to future-forward your travel marketing strategy in an AI-powered world, explore our Marketing Services, exclusively for the travel and tourism industry.
What Is the Travel Trends AI Summit?
The Travel Trends AI Summit 2025, hosted by the Travel Trends Podcast, brought together hundreds of travel professionals — including destination marketers, tour operators, travel tech companies, and global platforms — to explore how AI is reshaping travel marketing, customer experience, and business operations.
The Summit focused on practical applications of AI in travel, including:
- AI-powered travel discovery and search
- Personalization and recommendation tools
- Content visibility in generative AI platforms
- The future of booking and customer interaction
The takeaway was clear: AI is already influencing how travelers make decisions, and travel brands need to adapt now.
Liquid Spark
Smart adventure travel & tourism marketing for a changing digital landscape.