Travel providers are leveraging first-party data, artificial intelligence, and machine learning to deliver personalized experiences for their guests. To curate and personalize a guest's experience, travel brands must understand their guests' historical preferences and current intentions, recognizing the context of what their intentions are today. This understanding is made possible through AI Search, which merges historical data with speed and scale to respond within milliseconds of a customer query with real-time, relevant responses. Federated search results can display multiple and relevant results for a single query, allowing travel brands to show product/package results alongside more immersive content listings that cater to both Spearfishers (those looking for a streamlined experience) and Wanderlusters (those seeking inspiration and new adventures). By harnessing AI, conversational commerce technology optimizes travel recommendations with features such as product comparisons, travel guides, query refinement, travelers' reviews, and a conversational interface. This enables travel brands to deliver on the promise of optimizing travel experiences for both groups of potential guests.