Data and AI - The Twin Forces Shaping the Future of Travel Marketing

Read this global research and find out how leading travel brands are redefining customer experiences through smarter use of data and AI. Conducted by London Research in partnership with Relay42, a Supermetrics company, the study reveals how data-mature travel organizations are outperforming peers across integration, personalization, and decisioning.

These leaders use Customer Data Platforms (CDPs) to unify and activate insights across every touchpoint, achieving real-time engagement. However, to maintain their edge, they must advance their AI maturity—from predictive and causal to generative and agentic—to unlock value beyond marketing and drive enterprise-wide growth.

Key findings:

• Data leaders are 3x more likely to see AI as mission-critical (33% vs. 12%).
  
  

• 21% of travel companies say they are already fully exploiting the power of AI for predictive decisioning and modeling, an area which is identified in the report as a bridge for more extensive use of AI.

• Leaders are 3x more likely to quickly and easily connect new offline and external systems.
  
  
• Leaders are 2x more likely to use machine learning for predicting behavior, value and purchase intent (36% vs. 17%).
  
  
• Leaders are almost 3x more likely to deliver timely, personalized experiences based on customer actions and engagement (43% vs. 15%).
  
  
• Leaders are also 2x more likely (36% versus 18%) to support advanced journey management to sequence and synchronize customer interactions across all channels.
  
  
  

28/10/2025