Matthew Gardiner, a travel industry expert representing World Travel Market, shares insights on the evolving user journey shaped by AI. He highlights how AI conversations are replacing traditional multi-step booking processes and the significance of structured data as a new distribution channel. The discussion also delves into the impact of source content on AI discovery, emerging tourism trends, and shifting consumer expectations for sustainability. This talk is a must-listen for anyone looking to adapt their digital strategies in today’s fragmented landscape.
27:23
forum Ask episode
web_stories AI Snips
view_agenda Chapters
menu_book Books
auto_awesome Transcript
info_circle Episode notes
insights INSIGHT
Search Is Becoming Answer-First
Google now shows AI overviews for many queries so users often get answers without clicking through to sites.
Marketers must rethink SEO into generative/answer engine optimisation to appear inside AI responses.
insights INSIGHT
Discovery Has Fragmented On Social
Social discovery has shifted from connected feeds to algorithmic short-form content like Reels and TikToks.
This broken content ecosystem changes how trust and awareness are built for brands.
volunteer_activism ADVICE
Test On Real Devices And Contexts
Do informal usability testing on users' own devices to capture real personalised search and ad contexts.
Ask users to search, browse social, and interact with ads so you see real behaviour varied by history.
Get the Snipd Podcast app to discover more snips from this episode
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: 📩 Join the free newsletter for access to monthly live sessions:
The Digital Marketing Podcast 
