Seen or Skipped: The New Rules of Visibility in Travel Marketing
In 2025, we launched #SeenOrSkipped, a social spotlight series designed to answer a vital question in today’s AI-fueled travel economy: If your hotel isn’t showing up on social media, does it even exist in the booking journey?
As AI tools increasingly learned from social content to suggest destinations and hotels, we turned to the experts who shape travel decisions in real time: content creators. We asked them one simple but strategic question:
“With AI tools learning from social content to recommend destinations and hotels, what are you doing to make sure your posts are part of the story?”
From emotional storytelling to platform-native creativity, each response offered a unique perspective on visibility, authenticity, and conversion.
From there, we spotlighted other standout voices including @Karen and @Alexis, who shared how they’re adapting to smarter algorithms and evolving traveler expectations. Their answers were as thoughtful as they were actionable, revealing how creators are balancing performance, personality, and platform shifts to stay part of the booking conversation.
From there, we spotlighted other standout voices including @Karen and @Alexis, who shared how they’re adapting to smarter algorithms and evolving traveler expectations. Their answers were as thoughtful as they were actionable, revealing how creators are balancing performance, personality, and platform shifts to stay part of the booking conversation.
Over the course of the series, one thing became clear: in a landscape driven by speed and automation, what cuts through is real human connection. Travelers aren’t just scrolling—they’re scouting. And the posts they pause on? Those drive decisions.
Maddie Castellano
EVOKE EMOTION
“Give them a feeling. AI can be a powerful tool in planning the logistics of a trip, but it cannot convey the feeling you get when you are there. Share the moments that will loop in your head when you are back to “normal” life. Travel is a sensory experience.”
Karen Filos
Lead with Intention
“Whether I’m sharing my hat designs, behind-the-scenes artistry, or encouraging someone to explore a soulful retreat, I’m more intentional now about how I tell the story.
I choose words and images that reflect the spirit of a place—from the textures and light to how it feels to simply be there. I’m mindful of using thoughtful captions, location tags, and keywords that speak to wellness travel, creative retreats, and slow living. If AI is learning from our posts, I want mine to guide people toward experiences that nourish creativity, connection, and well-being.”
Alexis Amato
Keep it Real
“ I find it’s actually easy to distinguish the difference between AI travel tools and influencers organic content. Although an AI post can start the process of a vacation or travel recommendation, when you start really digging into the destination, consumers will always go to information they trust. I always keep it real with my audience and give them my honest feedback on a destination or hotel so they continue to trust me and my suggestions! Now more than ever, it’s important to keep your content organic.”
Gratitude to these visionary creators—and to everyone who followed along. Thank you.
Thank you to these visionary creators—and to everyone who followed along.
