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Brands today fight for a single, shrinking commodity: human attention. With commerce booming online and AI tools multiplying content, marketers must find creative signals that cut through feeds, earn trust and persuade people to book, buy or engage.
Key findings from the Science of Wanderlust study and what they mean
Expedia Group’s research combined emotion-sensing, eye-tracking and a global survey of more than 7,000 consumers. The result maps the creative elements that spark attention and move people toward booking travel or converting on retail offers.
- Diverse representation increases trust: Visuals that reflect a broad range of people create stronger connections. About 34% of respondents said seeing themselves in content boosted their trust in a brand.
- Video outperforms static images: Viewers are nearly three times more likely to be influenced by video than by still photos. Overall, 71% reported that video shaped their decisions.
- Platform influence matters: Video watched on sites like YouTube had outsized impact, with roughly 59% of people crediting that content for shaping choices.
- Authenticity beats automation: Real, human-led stories and user-generated content outpaced fully AI-created pieces in trust and engagement.
- AI works best when guided: Audiences accept AI as a tool to enhance images or add narration, but fewer than half were comfortable with wholly AI-produced articles or influencer posts.
- Story structure and pacing are critical: Content that follows a clear beginning, middle and call to action performs better. Short video scenes of two to nine seconds help viewers understand and remember the message.
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How creative choices influence attention and bookings
Lab testing showed that emotional cues and clear narratives matter more than flashy production. When viewers felt a genuine emotional connection, they were likelier to trust the brand and take action.
What the lab measured
- Eye-tracking to see which frames hold gaze.
- Emotion-reading sensors to detect engagement and warmth.
- Survey signals tying creative elements to booking intent.
Pacing and sequencing tips
- Open with a relatable moment to hook attention.
- Keep most scenes within a 2–9 second window for clarity.
- Avoid rapid-fire cuts that stop emotional connection.
- Close with a simple, direct call to act.
Practical channels and formats that reach high-intent shoppers
People often enter a buying mindset during trip planning or pre-purchase browsing. Expedia Group’s data shows many consumers make shopping decisions while planning travel, offering a chance to engage them when intent is high.
- Social placements: Social platforms remain fertile ground for inspiration. Younger travelers, in particular, use social media to discover ideas that lead to bookings.
- EG Reach+: A multi-format approach—display, video, YouTube and advanced TV—helps brands appear beyond Expedia Group properties.
- Onsite display: Ads on travel sites capture users while they actively research and book, improving message relevance.
- In-house creative services: Working with internal studios, like E Studio, helps produce assets tailored for the planning and inspiration phases.
Creative strategies that drive trust and conversions
Successful campaigns pair emotion-led storytelling with data about audience behavior. The creative must feel human, inclusive and transparent to build long-term loyalty.
- Show real moments: User-generated or documentary-style footage boosts credibility.
- Lean into inclusivity: Diverse casting and situations expand relevance across audiences.
- Use AI as an assistant: Apply AI for enhancements, not full replacements.
- Match format to intent: Short social clips for inspiration; longer, immersive video for decision stages.
How brands can operationalize these insights today
Marketers can apply the study’s lessons immediately by testing creative variants, measuring real emotional responses and prioritizing formats proven to influence decisions.
- Run eye-tracking or attention metrics on key creative to validate impact.
- Prioritize video assets that tell a clear story in short beats.
- Pair first-party intent data with placements to reach travelers at the right moment.
- Experiment with AI enhancements while keeping a human voice on message.
