Representative ImageIn a compelling keynote at Arival 360 Washington, Janette Roush, EVP of Marketing at Brand USA, explored how artificial intelligence is reshaping not just travel discovery, but the very purpose of travel itself. “We’re not just transforming travel,” she said. “We’re transforming the transformation process.”
Building on themes introduced by B. Joseph Pine II, Roush argued that travellers are moving beyond checklist tourism and Instagram validation. “Travel is becoming a tool for self-definition, for becoming who we want to be,” she said. “It’s less about proving you were there, and more about discovering who you are.”
She identified three key areas where AI will shape this transformation economy:
- Discovery: “We’re shifting from ‘things near me’ to ‘things that fit me.’ AI will personalize the decision-making process, not reduce touchpoints, but redefine them.”
- Decision: “Search is changing. Google’s AI Overviews now answer questions directly, scraping your content without sending traffic to your site. We need to rethink how we create content, not just for humans, but for AI agents.”
- Definition: “Post-trip reflection will shift from TripAdvisor ratings to personal resonance. What version of yourself did this experience help you become?”
Roush introduced the concept of Model Context Protocol (MCP), a new framework that allows travel products to be discoverable and bookable directly within AI platforms like ChatGPT, Claude, and Gemini. “Think of MCP servers as an app store for AI,” she explained. “They allow structured data and tools, like booking engines or live crowd feeds, to plug directly into a traveler’s personal AI environment.”
She painted a vivid picture of how this could work: “Imagine asking your AI whether to visit the Empire State Building or take the Staten Island Ferry. It could pull live crowd data, weather forecasts, and historical wait times to guide your decision, all without leaving the chat.”
Persistent memory and personalization will make these AI environments feel indispensable. “Soon, it’ll feel disruptive to leave your AI to do travel research elsewhere,” Roush said. “These tools will know you, and help you transform.”
“This is an opportunity for brands to win. If your product can be discovered and booked inside someone’s personal AI, you’re not just part of their itinerary, you’re part of their transformation.”
