Nov 7, 2025
Last week’s Wednesday Webinar featured Jackie Saunders from Tiki, who explored how destinations can embrace artificial intelligence while keeping inspiration, storytelling, and human connection at the center of tourism marketing.
Jackie began by tracing AI’s long history in the travel industry—from early airline booking systems in the 1960s to today’s machine learning and generative AI tools. While technology has always helped travelers plan and book more efficiently, she noted that the industry has grown increasingly focused on data and conversion, sometimes at the expense of creativity and inspiration.
As the way travelers research and book evolves, zero-click searches and AI-driven summaries are reducing website traffic and reshaping how destinations reach audiences. To adapt, Jackie encouraged DMOs to balance analytics with storytelling, using AI not just to automate tasks but to rekindle the sense of wonder that drives travel decisions.
She introduced Envoy, Tiki’s AI-powered brand ambassador designed for destinations. Envoy engages travelers in two-way conversations through ads that appear across trusted travel publisher networks, reaching over 100 million travel intenders each month. These conversational ads use only the DMO’s own content to provide accurate, brand-safe answers—and turn “questions into vacations.”
Success stories from Visit Portland, West Virginia Tourism, and Visit Pennsylvania demonstrated how Envoy campaigns not only increased engagement but also provided valuable insights into what travelers are curious about—from seasonal experiences to regional attractions.
Jackie’s takeaway: AI can help destinations reach travelers more effectively, but true inspiration still starts with human creativity and authentic storytelling.
Huge thank you again to Jackie for sharing her time, as well as everyone who attended!
About the NYSTIA Wednesday Webinar Series:
Back by popular demand, NYSTIA is once again hosting a free, weekly virtual workshop series in an informal, "coffee and conversation format. All are welcome to join and send invitations to your friends and colleagues! Each webinar is recorded and archived for post-event access. This season's webinar topics include: the outdoor recreation economy, tech in tourism, generative engine optimization, community branding, digital maturity, sustainable event planning, accessible recreation, & more! Sign Up for Free
Next Week: How to Use Group Pace Reporting to Improve Your Sales Performance with Brent Foerster from Tempest. Learn More & Register