News Summary

• The Science of Wanderlust study showcases how travelers feel, react and engage with travel-related content.
• Younger generations feel the most emotive - both positively and negatively - towards travel content compared to calmer Gen X and Baby Boomers.
• Older generations are more likely to engage with brand messaging, sponsored articles, and guidebooks.
• While there is skepticism around fully AI-generated content, travelers are open to it as a tool to enhance existing content and in other areas of the travel booking journey.