How TV and AI Are Reshaping Travel Demand

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In this episode of the Skift Travel Podcast, Sarah Kopit and Seth Borko explore how two powerful forces are reshaping how people decide where to travel. On one side is culture, with shows like The White Lotus turning hotels and destinations into global demand drivers. On the other is technology, as AI tools begin to change how travelers search, compare, and ultimately choose where to stay.

The conversation starts with Hyatt landing a major moment in the next season of The White Lotus, replacing Four Seasons and putting one of its properties in front of a global audience. That moment opens up a broader discussion about how exposure, branding, and even soft brand strategies play into growth and customer acquisition.

From there, the focus shifts to a more structural change. As AI becomes a starting point for travel planning, the traditional role of brands in search and discovery is being challenged. New research shows that platforms built to answer questions, not just sell rooms, are increasingly what travelers see first. Taken together, these shifts point to a bigger question for the industry.

If demand is being shaped by entertainment and filtered through AI, what role do travel brands actually play in influencing decisions?

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