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How GenAI Video Is Changing Travel Marketing
What travel and hospitality marketers need to know about the GenAI video shift — and when to bring in the experts.
Generative AI has made video creation faster and more accessible than ever. Marketers can now produce professional-looking clips using text prompts, images, or templates — no production crew required.
But as travel brands explore these new tools, one key question keeps coming up:
Should we make GenAI video content ourselves — or hire experts to do it?
Both options can work. The right choice depends on your goals, the project’s stakes, and the level of creative quality required.
THE DIY APPROACH
For many travel marketers, the “do-it-yourself” route offers an easy, low-cost way to experiment with GenAI. Dozens of web-based platforms now let users create videos in minutes — turning simple text prompts or images into finished clips.
Best for
- Simple, low-stakes content — short marketing clips, social videos, or internal communications
- Rapid prototyping — testing campaign ideas or themes before larger production investments
Pros
- Speed and efficiency – Create a draft video in minutes using text, images, or brand assets
- Lower cost – Free or affordable plans available for tools like Veo 3, Runway, Pika Labs, Animatix.ai, HeyGen, and Luma Dream Machine
- Scalability – Generate multiple variations for different platforms or audiences
- Accessibility – No prior video production experience required
Cons
- Generic visuals – Many AI-generated clips look similar, lacking brand personality
- Limited realism – AI avatars or environments can appear artificial
- Surface-level storytelling – Lacks the emotion and depth needed for travel inspiration
HIRING AN EXPERT STUDIO
For high-impact projects — especially those tied to brand reputation, pre-launch marketing, or conversions — partnering with a professional GenAI studio offers significant advantages.
Studios like DESTINATE’s Hybrid GenAI Studio combine human storytelling, creative direction, and GenAI-powered workflows to produce cinematic, on-brand content faster and at lower cost than traditional production.
Best for
- Pre-opening campaigns – For example, Destinate’s Pre-Opening Video Service creates realistic hotel or resort videos months or even years before opening, using only renderings, photos, and brand assets. These cinematic previews help drive group bookings and event interest early.
- High-stakes storytelling – Projects that demand emotional depth, originality, and a distinct brand voice
- Complex productions – Videos that blend live footage, AI visuals, localization, and multi-format delivery
Pros
- Creative originality – Experts add human nuance and concept development AI can’t replicate
- High-quality output – Avoids the “AI aesthetic” for a cinematic, authentic result
- Strategic guidance – Ensures GenAI supports broader brand and campaign goals
- Ethical oversight – Professionals manage copyright, model rights, and transparency
Cons
- Higher investment – Professional expertise and quality come at a premium
- Longer timelines – Collaboration, reviews, and refinement extend production slightly
- Less day-to-day control – Relies on creative trust and clear communication
HOW TO DECIDE?
THE BOTTOM LINE
GenAI has opened extraordinary possibilities for travel marketers — from instantly generating prototypes to producing full campaign videos before a property even opens.
If the goal is speed, testing, or experimentation, DIY tools are a great entry point. But when your brand, launch, or audience connection is on the line, the Hybrid Studio model offers something AI alone can’t: human creativity, context, and care.
It’s not about choosing between AI or experts. It’s about knowing when to do it yourself — and when to bring in a partner who can elevate your vision.
Destinate is the leading AI platform for the travel industry, helping brands scale operations, guest engagement, and marketing. From AI-powered trip planning to cinematic video production and intelligent automation, we deliver enterprise-grade tools built for tourism and hospitality innovators.
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