Puzzle Partner CEO on Travel Tech Marketing: “Human-Centric AI Wins”

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Ivana Johnston, CEO of Puzzle Partner, says travel-tech marketing is pivoting from flashy product messaging to human-centered AI and wellness insights—because consumers now demand experiences that feel personal and purposeful.

Johnston emphasizes that travellers crave real stories not overt product pitches. “It’s about telling stories that resonate on a deeper level,” she says, stressing the need for strategies rooted in experience rather than feature lists.

After 20 years in travel-tech, Johnston’s agency has shifted its focus to wellness-infused guest journeys. She points out how integrating sleep science and holistic wellbeing into stays boosts both loyalty and margins—offering marketers a clear playbook for compelling storytelling.

On technology, Johnston believes the future lies in agentic AI—systems that anticipate needs rather than just respond. “AI amplifies the human touch by handling routine tasks,” she explains, freeing up teams to focus on connection.

According to McKinsey, 37% of companies that adopted personalized AI tools saw double-digit booking growth within a year—a signal of AI’s measurable ROI. Johnston adds that creativity still wins: “The best marketing integrates strategy, messaging and execution for real-world results.”

A recent report by McKinsey highlights that 70% of travelers say wellness options influence their booking choices—validating the fusion of health and marketing in travel. Johnston’s observation aligns: brands weaving wellness and wellness-forward narratives outperform peers in engagement and profitability.

As AI adoption accelerates in travel-tech, Johnston believes the brands that succeed will balance emotional resonance, wellbeing, and anticipatory service powered by intelligent tools. For global travel marketers, the message is clear: marry technology with empathy—and keep the human story at the center.