Oct 7, 2025
In this episode of The Digital Marketing Podcast, Daniel Rowles is joined by Matthew Gardiner from World Travel Market for a special look at how the user journey is being radically reshaped, and why the travel industry offers a powerful lens for understanding the broader changes all marketers now face.
From AI-powered search and agents, to disconnected content ecosystems, collapsing funnels, and new expectations for sustainability and meaning, the way users discover, evaluate, and buy has shifted. Whether you work in travel or not, this episode delivers insight into how to adapt your digital strategy for a fragmented, AI-enhanced, and purpose-driven customer journey.
In This Episode:
Why AI is collapsing the
funnel
Users no longer move in a straight line from awareness to action.
Conversations with AI agents like ChatGPT are replacing multi-step
journeys. Whoever owns the AI conversation, owns the customer.
From connected to disconnected
content
The shift from traditional, connected social feeds to short-form,
algorithmically driven discovery (Reels, TikToks, Shorts) has
changed how we build awareness and trust.
AI Overviews and Answer Engine
Optimisation
With 55% of Google searches now including AI summaries, Daniel
explains why SEO alone is not enough and how Generative Engine Optimisation (GEO) and
Answer Engine
Optimisation (AEO) are the new battlegrounds.
Agents are doing the work
From itinerary planning to automated bookings, AI agents are
reshaping how users interact with brands, often bypassing websites
altogether.
The new role of structured
data
Matthew shares how travel brands must now treat structured markup
(schema) as a new kind of distribution, ensuring they are
machine-readable to AI systems.
Why user testing must
change
Daniel explains why marketers must rethink usability testing to
account for personalised algorithms, behaviour-based ad targeting,
and AI-powered search.
Brand loyalty as a survival
tactic
In an age of disintermediation, programmes like Bonvoy are keeping
users loyal through gamification and exclusive benefits, offering
lessons for all industries.
Content strategy for the AI
era
From FAQs and multilingual support to video answers and UGC, the
path to visibility is paved with granular, high-quality,
human-first content.
Industry Case Study: Travel
Through a detailed conversation with Matthew Gardiner, the episode explores how the travel industry has continually adapted to disruption. From the rise of OTAs and TripAdvisor to today’s challenges around AI agents, soft adventure trends, live tourism, and sustainability expectations, travel may be the canary in the coal mine but its lessons are highly applicable to every sector.
Key Takeaways:
AI is not just changing how people search; it is rewriting how people trust, book, and choose.
Being mentioned in AI conversations is the new SEO. Structured data and FAQ-rich content are your ticket in.
Agents now do things, not just recommend. Optimising for transactions and post-click experience is vital.
Loyalty schemes, brand identity, and customer advocacy matter more than ever to bypass AI’s generic results.
Usability testing must reflect
real, personalised experiences, not idealised lab setups.
📥 Access the show
notes, tools, and links at:
https://targetinternet.com/resources/the-changing-user-journey-lessons-from-the-travel-industry
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