Lessons for Travel Brands

At this point it is clear that Artificial Intelligence in 2025 isn’t a futuristic experiment it’s now central to how marketing teams plan, create, and optimize campaigns. If you are like us you want to know how others in our industry are using AI. Enter HubSpot’s 2025 AI Trends for Marketers report  based on insights from over 1,500 global marketers — reveals how the industry is shifting from experimentation to integration.

For travel marketers, the research focuses on three pillars of AI;  adopt strategically, measure relentlessly, and let human creativity steer the machine.

Widespread Adoption, Uneven Readiness

“Two-thirds of marketers now use AI in their daily work, but not everyone’s ready for what comes next.”

Roughly 66% of marketers report using AI regularly, and 65% plan to increase investment in 2025. But HubSpot’s report highlights a readiness gap: many organizations still lack internal training, process integration, and cross-functional adoption.

Common barriers include:
– Employee uptake: Tools exist, but usage lags.
– Skills gaps: Many marketers still rely on self-taught methods via YouTube or online courses.
– Integration issues: Legacy systems and siloed data slow down automation.

Takeaway for travel marketers: Don’t just have everyone buy their own AI subscriptions. Invest in training, process changes in real time, and reward internal champions who can embed AI across content, CRM, and ad operations.

Content Creation Still Dominates AI Use

“AI doesn’t replace your voice it multiplies it.”

According to HubSpot:
– 51% of marketers use AI for email and newsletter drafting.
– 49% use it for social copy, and 47% for video or audio scripting.
– Over 90% of marketers edit or revise AI-generated content before publishing.

AI has become the creative co-pilot (pun intended), not the autopilot. It handles the first draft, freeing marketers to refine tone, narrative, and local detail.

For travel marketers:
– Use AI to generate itinerary templates, campaign concepts, and social hooks.
– Keep human editors in the loop for cultural context, accuracy, and authenticity.
– Let AI analyze traveler sentiment, engagement metrics, or review trends to guide your next campaign.

Productivity, Efficiency, and Measurable ROI

“AI isn’t just faster it’s proving its value.”

HubSpot’s research shows that 75% of marketers report measurable ROI from AI, driven by productivity gains and faster campaign deployment.
– 64% say AI has improved productivity.
– 55% report measurable time savings.

In travel, that speed matters from reacting to seasonal demand spikes or itinerary updates in real time. AI can streamline A/B testing, automate follow-ups, and optimize content at scale so your team spends less time writing and more time marketing.

From Experimentation to Integration

HubSpot outlines five maturity stages for AI adoption: Experimenting → Adopting → Integrating → Advancing → Transforming.

Most teams still hover in the first two stages. Those breaking through treat AI as a strategic layer, not an experiment.

What gets them there:
– Clear ownership (someone owns AI within the marketing org).
– Metrics tied to business goals (bookings, conversions, revenue).
– Internal “AI playbooks” that document prompts, workflows, and results.
– Cross-functional integration with CRM, ad platforms, and analytics.

For travel marketers, success means turning one-off tools into a connected system where AI powers insights, personalization, and campaign orchestration across the traveler journey.

Challenges & Caution Zones

HubSpot’s report also underscores where caution is needed:
– Data privacy: Ensure compliance with GDPR, CCPA, and consent-based marketing.
– Tool interoperability: Choose platforms that integrate smoothly with your CMS and CRM.
– Over-reliance risks: AI output can hallucinate or miss nuance always review.
– Voice consistency: Protect your brand tone by using AI outputs as drafts, not final copy.

For travel marketers, trust is everything. AI can accelerate production, but empathy and accuracy still win loyalty.

What Travel Marketers Should Do Now

1. Start small, scale fast. Identify one workflow where AI can save time like social media captions or itinerary updates.
   2. Train your team. Create internal “AI office hours” or shared prompt libraries.
   3. Measure impact. Attribute conversions or engagement increases directly to AI-driven campaigns.
   4. Protect your data. Vet vendors for compliance, transparency, and control over customer information.
   5. Blend AI + human creativity. Use automation for efficiency  but storytelling for connection.

One Last Thought

The HubSpot 2025 AI Trends for Marketers report makes one thing clear and it is something we have said for awhile: AI isn’t new, it’s normal. Success depends less on what tools you buy, and more on how you operationalize them.

For travel marketers, the opportunity is enormous: use AI to listen smarter, create faster, and engage travelers with precision while keeping your brand’s human story front and center.