Travel’s Super Bowl moment: what big-game ads say about the industry’s future

The Super Bowl isn’t just the biggest night for football - it’s also one of the biggest stages for brands to reveal how they speak to their customers and position themselves, especially in an industry as experience-driven as travel. This year, Booking.com’s ad underscores the value of understanding traveler personas and offers insights into their marketing strategies, priorities and the kinds of travelers the it aims to engage.

We drew inspiration from Booking.com’s Super Bowl strategy and have three valuable lessons for you to enhance your business, stay ahead and connect with the right clients for your properties..

1. Emphasis on Personalization

Travelers don’t just want choices - they want the right choices. Booking.com’s Chief Marketing Officer, Arjan Dijk, shared:

“With this campaign, we’re putting the spotlight on the incredible choice, ease, and value that Booking.com offers, making it easier for travelers to find exactly what they’re booking for.”

This is backed by their travel trends report, which found that nearly two-thirds (62%) of American travelers plan to leverage technology for personalized travel experiences in 2025.

As part of their personalization tools, the ad highlights Booking.com’s AI Trip Planner, which leverages AI to deliver tailored recommendations based on individual preferences.

This seamless, AI-driven approach represents the growing demand for technology that caters to individual needs in real time, setting a new standard for how travel experiences are curated.

What This Means for Property Managers:

• Tailor marketing and messaging: Highlight different features depending on guest types (family-friendly stays, remote work amenities, pet-friendly options).
• Use data to personalize outreach: Look at repeat guest preferences, booking history, and seasonal trends to create targeted promotions.
• Offer flexible stay packages: Weekend getaways, work-from-anywhere stays, or extended discounts for long-term travelers.

2. Frictionless Travel

Booking.com’s ad also emphasizes effortless travel - from smart search to flexible cancellation. But beyond the booking platform, the guest experience itself needs to feel seamless.

Start by assessing your booking experience from the inside out. Audit the guest journey and review each stage:

Before Booking:

• Are your property descriptions and amenities crystal clear, reducing back-and-forth communication?
• Do your listings answer common guest questions upfront?
• Are photos high-quality, realistic, and aligned with guest expectations?
• Do you offer flexible booking policies that match traveler expectations?

During the Stay:

• Is check-in simple and stress-free? (Keyless entry, detailed instructions, early check-in options)
• Are guest resources easy to access? (Wi-Fi info, house rules, local recommendations)
• Are common pain points addressed? (Temperature control, noise, parking)

Post-Stay:

• Do you automate follow-ups for reviews and feedback?
• Are you offering incentives for returning guests?
• How are you handling negative feedback to improve future stays?

Instead of focusing only on marketing, audit the guest experience from end to end. Travelers today are loyal to ease, convenience, and trust. Prioritizing these aspects will drive more repeat bookings.

3. The Rise of AI-Driven Hospitality

AI-driven hospitality is no longer just a buzzword - it’s reshaping the industry in tangible ways. With travelers increasingly adopting AI tools for trip planning, they now expect the same level of innovation and convenience from their hosts. Whether it’s real-time responses, personalized recommendations, or predictive services, AI has become a key factor in how guests experience and interact with properties. This is clear in the way Booking.com is promoting their AI Trip Planner tool, reinforcing the growing role of AI in shaping traveler behavior and expectations.

Lesson for Property Managers: AI isn’t just for the big players - you can and should leverage it too.

• Chatbots and automated messaging: Use AI-powered tools to respond instantly to guest inquiries and provide curated recommendations.
• Dynamic pricing algorithms: Optimize revenue based on real-time demand and market trends.
• Predictive analytics: Use guest data to anticipate preferences - early check-in requests, preferred amenities, or favorite locations.

AI isn’t replacing hospitality; it’s enhancing it. Property managers who embrace AI-driven personalization will build stronger guest relationships and improve direct bookings. With travel returning to pre-pandemic levels, economic realities are shaping new consumer behaviors. Booking.com’s Super Bowl strategy underscores a key shift in 2025 travel trends: demand is strong, and travelers are making more deliberate, value-driven choices. As economic pressures shape consumer spending habits, brands that meet travelers where they are will be the ones that win. Whether a Super Bowl ad like Booking.com or social media plays like other OTAs, it’s clear: capturing today’s traveler is about delivering the right promise at the right moment.?

What were some of your standout moments of the Super Bowl? Let us know in the comments!