The anatomy of perfect content: How marketers can reach consumers in the AI era

Expedia Group Advertising’s “Science of Wanderlust” research delivers a clear answer. Using emotion-reading and eye-tracking technology at Expedia Group’s in-house Lab along with a global survey of over 7,000 consumers, the study identifies the anatomy of perfect content: the creative elements and formats that resonate most and ultimately drive bookings — revealing not only which tactics capture attention but why they succeed.

Lessons in creating effective content from the ‘Science of Wanderlust’ research

The study highlighted the enduring power of human storytelling and emotional intelligence in connecting with audiences, and which formats reach consumers in a sea of AI content.

Here are some highlights from the research:

Representation matters: Content featuring relatable and diverse imagery fosters stronger connections. Thirty-four percent of respondents reported that seeing themselves represented increased trust in a brand. Inclusive storytelling is no longer optional; it is essential for meaningful engagement and long-term loyalty. Representation strengthens engagement and builds the foundation for applying these lessons beyond travel, including retail, lifestyle and consumer marketing.

The power of video: It’s no secret that video carries weight in reaching audiences and influencing purchasing decisions, but the study showed people are nearly three times more influenced by video than by static images, with 71% reporting that video content shaped their decisions. Platforms such as YouTube play a critical role, with 59% of respondents saying content they watched there positively influenced their choices. Video allows retail brands to tell immersive, emotionally engaging stories that capture attention and convey experiences in ways static visuals cannot.

Authenticity builds trust: Captivating visuals are nothing without audience trust, and the study showed participants responded best to content that felt human and emotionally real, which was earned through transparency, clarity, confidence and authenticity of message. Authentic, user-generated content consistently outperformed AI-generated material, emphasizing the value of lived experiences and genuine perspectives.

AI-generated content still needs human input: While audiences are open to AI, they prefer it as a complement to human creativity — not a replacement — in cases such as turning real images into videos using AI tools like animation or narration, like exploring a hotel room. Less than half of respondents were comfortable with fully AI-generated articles or influencer content, underscoring the limits of automation in building trust.

Clear storytelling drives engagement: Effective content tells a story with a compelling beginning, an engaging middle and a clear call to action. For content to be effective, it must be rooted in storytelling. Audiences want to be entertained, and stories with compelling structure and depth resonate most. Attention spans are limited, and video scenes lasting two to nine seconds provide the optimal balance for comprehension and recall. Rapid cuts or overly fast pacing can reduce engagement, preventing audiences from connecting with the narrative and the destination. 

Four ways to reach ready-to-buy consumers

An Expedia Group Instagram poll found that 85% of respondents said they go on a pre-trip shopping spree, making them a high-value audience in a strong buying mindset as they plan their travels. As audiences spend more time with automated feeds, they still respond most to messaging that feels real, relevant and emotionally intelligent. With Expedia Group Advertising’s rich first-party data, brands gain insights into consumer behavior and intent to deliver the right message to the right audience at the right moment, increasing recall, deepening engagement and cutting through the noise in highly impactful ways.

Here are some examples:

Social media placements: Retailers can borrow the power of Expedia Group’s brand credibility and reach high-intent audiences across social media. And, with 71% of travelers under 40 saying they use social media for inspiration, according to Expedia Group’s Traveler Value Index 2025, having an integrated social media strategy that aligns with a brand’s overall strategy is critical. With Expedia Group Advertising, brands can find a bespoke social strategy to fit their needs.

EG Reach+: EG Reach+ allows brands to show up and stand out, targeting audiences browsing beyond Expedia Group sites with four high-impact formats: display ads, video, YouTube and advanced TV.

Onsite display
advertising: This ensures brands are present from inspiration to purchase across Expedia Group brands, including Expedia, Hotels.com and Vrbo, allowing them to reach customers while they’re actively planning and booking.

E Studio creative: Brands can work with Expedia Group Advertising’s in-house creative team, E Studio, to create compelling content — from end-to-end advertising campaigns reaching travelers in the full media ecosystem, to short- and long-form videos that inspire them in the inspiration phase of the trip.

The path forward

The “Science of Wanderlust” study provides a roadmap for combining data-driven insights with emotionally intelligent, human-led creative. Retailers embracing this approach can turn digital engagement into real-world action, building both immediate conversions and long-term brand loyalty.

In an era where AI-generated content proliferates, the brands that stand out will be those that remain human at their core. Attention is fleeting, but authenticity endures. Human creativity, emotional intelligence and genuine storytelling are the ultimate drivers of engagement, trust and lasting impact. For retail brands, the lesson is simple: AI can enhance, but authenticity wins.

Sponsored by Expedia Group Advertising