AI-Powered Future: Yango Ads' Malika Kennedy On Turning Targeted Campaigns Into Travel Decisions

Yango Ads, the AdTech division of Yango Group, in September, shared significant insights from its latest report on travel and hospitality trends in emerging markets. This was revealed at their main event, 'Yango Ads Live: The Next Destination'. The findings indicate that 48% of surveyed travellers are influenced by targeted advertising when selecting destinations. This underscores the increasing role of data-driven marketing in shaping travel choices.

The forum also discussed how AI-powered recommendations, hyper-localised content, and real-time search patterns are transforming hospitality advertising. These elements are crucial for brands aiming to convert traveller interest into bookings as the winter season approaches. This period is notably busy for inbound tourists in the UAE, with last year's estimates suggesting 5.2 million visitors during just two weeks in December.

At the heart of the discussion was Malika Kennedy, Chief Business Development Officer for Yango Ads MEA, whose leadership is driving the shift toward smarter, more personalised travel marketing. Kennedy emphasised the transformative impact of AI insights, allowing brands to deliver authentic experiences and measurable results at a time when tourism contributed 12% to the UAE's GDP last year.

As forecasts predict sustained growth and evolving consumer demands, Kennedy and her team are championing agile, data-led campaigns that help hospitality partners win traveller trust, foster brand loyalty, and navigate a dynamic marketplace for global tourism.

In this exclusive interview with OneArabia.me, Kennedy shares what it takes to stay on top of travellers' ever-growing business needs.

Can you explain how data-driven marketing is influencing the travel choices of consumers today?

Today's travellers browse multiple channels, including aggregators, loyalty platforms, and booking apps, before deciding. AdTech provides the framework to enable advertisers to deliver contextual, timely, and personalised engagement. First-party data has emerged as the strongest foundation for this shift.

Unlike third-party cookies, which track users across many sites, first-party data captures real behaviours, such as loyalty programme activity, searches, and bookings across one company's platform, and transforms them into actionable insights.

By analysing signals such as search activity, app engagement, and mobility data, we can pinpoint the exact moment when someone is ready to book and serve them the right offer. For instance, if a family segment is comparing premium stays during school holidays, we can highlight bundled packages at that moment of consideration.

This level of precision transforms advertising into decision support. Instead of trying to convince travellers broadly, data-driven marketing makes brands part of the journey, helping them guide choices in real time.

What role do targeted ad campaigns play in affecting travellers' destination decisions, according to the recent findings?

Targeted campaigns are decisive because they meet travellers at the exact point of choice. While travellers often explore through search engines or social platforms, it is targeted ads that provide the clarity to convert inspiration into action. Yango Ads' research shows that almost half of tourists were influenced by targeted campaigns, 41.7% turned to search engines, 21% to Telegram Ads, and nearly 20% to social media recommendations.

Campaigns that truly embody storytelling whether it's through social context, culture, cuisine, or sustainability create a sense of connection that goes beyond the surface. Personalisation is most effective when it feels natural rather than intrusive, for example, when a business traveller is presented with tailored offers for meeting-friendly hotels or co‑working spaces.

And because the travel journey now spans multiple touchpoints, travellers expect continuity across them, from the first search on a booking app, to a geo‑targeted suggestion mid‑trip, to a loyalty offer after they return. The role of targeted campaigns is to bring these elements together so travellers see a consistent, meaningful narrative that gives them confidence in their choices.

How has the integration of AI-powered recommendations changed the landscape of hospitality advertising?

AI has moved hospitality advertising from broad segmentation to true one-to-one relevance. Travellers are no longer content with static seasonal promotions; they want ads that reflect their unique interests and timing. Globally, research shows that personalised engagement can lift conversions by as much as 40%.

For hospitality brands, this means AI is no longer a back-end tool but the part of the brilliant basics that properly integrated into the marketing strategy. Retail media combines first-party booking signals, search activity, and mobility data to generate offers that are timely and context-aware, whether that's promoting luxury wellness retreats during Eid or last-minute staycations.

The results speak for themselves - a GCC tourism awareness campaign supported by Yango Ads achieved a 13% increase in confirmed bookings in just one week. AI ensures that ads don't feel intrusive but like useful recommendations, building both immediate ROI and long-term loyalty.

What is the significance of hyper-localised content in attracting high-intent travellers?

Hyper-localisation is the difference between an ad that is noticed and an ad that drives conversion. Travellers expect brands to understand not only who they are but also where they are and what stage of the journey they're in. If a traveller books a ride from DXB Airport to Downtown, serving an ad for late check-outs or nearby dining in the area makes the message useful, not disruptive.

High-intent travellers are also motivated by cultural and seasonal relevance. Ads that highlight ongoing events, family-friendly attractions, or unique gastronomy resonate because they demonstrate knowledge of the local context.

The UAE ranks among the top seven destinations globally for international tourist spending, which underscores why hyper-localised campaigns in this market carry outsized impact. They ensure that hospitality brands connect with travellers in ways that feel timely, authentic, and personal, directly translating into stronger trust and higher conversion.

According to the data from Yango Ads, how do the planning timelines for tourists from emerging regions differ from those in Europe and the US?

Planning timelines are one of the clearest divides in global travel behaviour. Travellers from emerging regions typically plan their holidays just two to three months in advance, while US and European travellers often map their trips close to a year ahead. This difference affects how brands structure campaigns. In emerging markets, the window to capture attention is short, which means campaigns must be agile and timed around seasonal peaks.

Last year alone, Dubai was projected to welcome 5.2 million visitors in just two weeks of December, a clear signal of the value of activating campaigns close to demand surges. In Europe and the US, where travellers commit earlier, campaigns can run longer and focus more on building anticipation and loyalty.

Understanding these timelines ensures that marketing budgets aren't wasted on the wrong calendar, but deployed where they align with real booking intent.

AI insights and precision targeting help deliver personalised experiences. Can you provide examples of how this is implemented in practice?

Personalisation becomes real when AI transforms raw data into actionable insights. One case we supported was an itinerary planning platform where travellers completed short quizzes on their interests. Based on the inputs and the 1st party data, the system generated tailored hotel and activity recommendations. Hotels featured on the platform reported a measurable uplift in bookings.

Another example is mobility-driven targeting. If a traveller is en route from the airport, ads can promote nearby dining, wellness packages, or transport options. These activations are valuable because they feel like services rather than ads. Deploying dynamic creative in retargeting powered by AI is another area where personalisation drives long-term value—70% of consumers are more likely to convert after seeing these tailored follow-up ads.

How do real-time search patterns contribute to shaping the marketing strategies of hospitality brands?

Real-time search behaviour is one of the strongest indicators of intent, and when combined with personalisation, it becomes a powerful tool. For example, spikes in searches for NYE packages or cultural events tell us where demand will concentrate, sometimes months and weeks before bookings begin. By aligning campaigns with these signals, brands can move budget into proven areas of interest and cut spend where intent is low.

But what makes this effective is personalisation layered on top. Nearly 90% of consumers say they prefer personalised ads, indicating that travellers want messages tailored to reflect their exact needs. A family searching to travel to Dubai in December should see child-friendly packages, while a solo traveller searching for summer escapes should see immersive personal experiences.

Real-time search data, paired with AI-powered personalisation, allows brands to meet intent with precision and relevance.

What are some key expectations that today's travellers have when it comes to their travel experiences, and how can brands meet these expectations?

Today's travellers expect comfort, recognition, and authenticity throughout the journey. Yango Ads' research shows that 67.5% of tourists from emerging markets choose four- or five-star hotels, and more than half travel with families. These travellers are looking for bundled family packages, premium amenities, and experiences that feel tailored.

At the same time, globally, 78% of people say they seek more human interactions with the brands they engage with. That means campaigns must move beyond discounts and generic promotions. Hospitality brands can meet these expectations through AI-driven targeting that adapts to seasonal demand, dynamic creative that reflects real-time context, and loyalty campaigns that extend the relationship beyond the trip.

The brands that succeed will be those that recognise travellers not as broad categories but as individuals whose needs evolve before, during, and after the stay.

In your opinion, what does the future hold for data-driven marketing in the travel and hospitality industry?

The future of travel marketing will be defined by agility and trust. As third-party cookies disappear, first-party data becomes the foundation for targeting, with 77% of marketers already prioritising it. At the same time, digital ad spending in the UAE is projected to reach $1.22 billion in 2025, with hospitality among the leading verticals. This growth won't come from louder campaigns but from campaigns that are more personalised, respectful of privacy, and adaptable in real time.

Retargeting will evolve into relationship-building, and hyper-local signals, from search to mobility, will allow brands to adjust instantly as traveller behaviour shifts. The future belongs to brands that can combine precision with purpose, delivering marketing that feels like part of the travel experience itself.

The UAE, which saw tourism contribute AED236 billion to GDP in 2024, will continue to be a proving ground.