What really sparks wanderlust?
- Video influences nearly three times more than static images and sparks emotion: 71%1 of travelers say video influenced travel decisions vs. 24% static images; long-form
videos spark the most emotion.2 - Authentic tones create trust: Travelers selected tones of transparency (52%), followed by clarity and confidence (46%), and authenticity (45%) as tones that built the most trust.3 Authentic, user-generated content was also important.
- Clear narrative and structures drive engagement: Travelers are most engaged with content that has a clear opening, engaging middle, and clear call to action to close. Even beautiful visuals failed to deliver when the messaging was not clear.
- Optimal visual timings build comprehension: 2 to 9 second scenes allowed participants to optimally see and absorb images and content. Fast cuts and rapid scene changes (less than 2 seconds) prevented participants from understanding the narrative and the destination.
- AI-enhanced vs AI-generated: 41% of travelers say they feel AI-generated content is useful, but needs to be combined with human input, while only 16% of travelers don’t mind how the content is created as long as it’s useful.
- Representation and relatability counts: when people see themselves represented, the content is more relatable and memorable, with 34% saying inclusive messaging made them trust a travel brand.
The research shows that video is almost three times more influential than static images when it comes to travel decisions. Seventy-one percent of travelers surveyed said video inspired their trip planning, with long-form formats driving the strongest emotional responses.
“In a world flooded with travel content, knowing what truly moves travelers from dreaming to booking is a game-changer for brands operating within the highly fragmented travel media ecosystem”, said Rob Torres, Senior Vice President, Expedia Group Advertising. “Our Science of Wanderlust research reveals the six key ingredients for creating effective travelcontent, including that video influences booking decisions early three times more than static images – providing travel marketers with a clear roadmap that both informs and inspires action.”
Travelers place high value on authenticity, transparency and clarity in tone. Content with a clear opening, narrative structure and call to action generated the greatest engagement, while visually appealing content without direct messaging showed weaker results.
The study also highlights optimal visual pacing. Scenes lasting 2–9 seconds allow audiences to absorb information without feeling overwhelmed. Faster cuts hinder comprehension and weaken impact.
Regarding AI, travelers view its role positively but cautiously:
• 41% believe AI-generated content is useful with human input
• Only 16% do not care whether humans are involved
• Fully AI-created images and influencers triggered discomfort and skepticism
• Millennials and Gen Z are most comfortable with AI in travel content
Instead, travelers prefer AI applied to smart deals, personalization and budgeting tools rather than as a standalone creative engine.
Unique preferences by traveler archetype
The survey asked the participants’ preferred trip type. The results showed that each traveler archetype has unique preferences when it comes to travel content, including format, imagery, tone:
- “Beach Travelers” are drawn to view-worthy content that showcases pools, spas and overall relaxation.
- “Amusement Park Travelers”’ – travelers who like family-focused trips to theme parks or kid-friendly hotspots – like short-form videos and are influenced by social.
- “‘Adventure Travelers” who like nature-centered vacations in the mountains, forests, and national parks are most influenced by content on YouTube and are more wary of AI.
- “City Escapists” – those who visit major cities with food scenes, nightlife, and entertainment – are most engaged with long-form videos and are drawn to food content.
- “Cultural Connectors” who prioritize historic sites, heritage regions, or local experiences prefer content that amazes them and rely on online travel sites for inspiration.
- “Luxury Travelers” whose preferences lie in high-end resorts and exclusive retreats are comfortable with AI content and are frequently inspired by influencer content.
Expedia Group Advertising is already collaborating with major tourism boards including GoTürkiye, the Bahamas Ministry of Tourism, Jamaica Tourist Board and Visit Panama to apply these findings to new end-to-end campaign strategies.
1 Short videos (49%) and long-form videos (45%) positively influenced travel booking decisions
2 49% of travelers surveyed were influenced by short-form video; 45% prefer long-form
3 Respondents could choose multiple answers
Tags: Rob Torres, Expedia Group Advertising
