Is Google’s AI Winning?, G Adventures, & Forbes 30 Under 30

Is Google Winning the AI Race?

‍

by Brennen Bliss, Founder & CEO @ Propellic

Google, after two years of playing catch-up, suddenly feels like it’s dictating the pace of AI. Gemini 3 has shown real, measurable gains in reasoning, creativity, and task performance over ChatGPT, and the industry is reacting fast. I have several “all-in on OpenAI” friends who are openly switching most work to Gemini (me included).

But the part that matters most to us in travel marketing isn’t the model comparison, it's what this signals for the future of search.

Google has 5x the distribution reach that ChatGPT does. The world is trained on search and has been for 2+ decades. Google stands in the best position to transition everybody to AI Mode (already nearing 100m daily active users) or its successor. The moment that switch flips, Gemini will be the most widely adopted AI model in the world - because it will replace search.

The three main implications I’m thinking about right now are:

• Traditional signals that drive visibility in Google Search will influence visibility in Google’s AI answers (links, EEAT, etc.) as the model uses Google’s existing search layer to deliver results. In other words, rather than reinventing organic visibility entirely, we’ll take the concept of SEO and add layers of brand co-occurrence, PR, chunking optimization, etc. to the mix to build an effective generative engine optimization strategy.
• Theoretically, we’ll get more personalized and contextual ads - nobody is really sure where this will land (early AI ads are appearing on Google surfaces, but it's far from fully baked), but it will be different from Google’s existing ads models.
• Google - with access to calendars, emails, and other private user data - will be able to provide a level of answer personalization unmatched by other models - that will be the moat.

OpenAI is still innovating aggressively, and ChatGPT remains a phenomenal tool. But if Gemini continues the trajectory we’ve seen over the past four weeks, Google may be positioned to reclaim the leadership position in AI and, by extension, continue to be the main optimization surface in travel search & discovery.

‍

Future of Travel Advertising Networks

by Dasha Gastol, Senior Director of Paid Media @ Propellic

AI is fundamentally reshaping Travel Advertising Networks by transforming how intent, inventory, and creative intelligence are activated across the funnel. Historically, these networks differentiated themselves through proprietary travel intent signals and curated publisher ecosystems.

AI is now amplifying that advantage.

Large-scale models are enriching intent data with predictive insights—not just identifying who is planning travel, but forecasting when, where, and why travelers are likely to convert. Media buyers and businesses should partner with travel networks that offer this competitive advantage rather than simply relying on intent based on a single data point, as that approach is quickly becoming antiquated.

With this shift, travel ad networks will function less like isolated media buys and more like AI-powered intent amplifiers feeding the entire paid ecosystem—from programmatic to Google Ads to paid social, making them especially valuable to agencies like Propellic.

At the same time, AI is modernizing how these networks operate in a multi-channel performance ecosystem.

Creative is becoming dynamically generated and contextually aligned to destination, seasonality, traveler profile, and real-time pricing. Inventory decisions are now optimized by models that understand historical conversion paths, cross-publisher frequency, and channel synergies.

Networks that embrace data insights and distribution evolution, will become critical upper- and mid-funnel accelerators, while those that fail to modernize risk commoditization as their historical data advantage erodes.

Ultimately, the greatest challenge for specialized travel networks will be to aggressively leverage their proprietary data and niche inventory to successfully compete against the increasingly vertically integrated advertising ecosystems of the major tech giants.

Our CEO Brennen Bliss Named to Forbes 30 Under 30

We are incredibly proud to announce that our founder and CEO, Brennen Bliss, has been named to the Forbes 30 Under 30 list for 2026.

This recognition highlights young leaders who are transforming their industries, and notably, Propellic is recognized as the sole AI-focused travel marketing agency on the list.

Brennen’s journey—from founding the company at age 14 to pivoting Propellic entirely to travel in 2021—has always been driven by a core belief: that travel is a force for good.

This award follows our recent inclusion in the Inc. 5000 as a Top 100 Marketing Firm, marking a year of explosive growth. But for us, the real win is what this enables: helping more travel brands build discoverability engines that open minds and connect the world.

"Travel exposes people to new destinations... and introduces them to different cultures and perspectives. That diversity of thought is essential for fostering empathy and acceptance." Brennen shared with Forbes.

Read the full Forbes profile HERE

‍

Digital Billboard: Batch's Marketing Transformation

Mike Petrakis, Co-founder & CEO of Batch, joins the podcast to discuss how they became the top app for planning group celebrations like Bachelorette parties.

TUNE IN to hear why Mike believes owning the customer is key in the age of AI and how Batch is building the "celebration economy"

He dives deep into Batch's evolution from a commission-based Online Travel Agency (OTA) model to a "digital billboard" marketing engine for small businesses. We cover the secrets to their B2C acquisition, how they leverage virality (K-Factor), and their strategy for building a brand with user-generated content (UGC).

‍

G Adventures Selects Propellic as Digital Advertising Agency of Record

We are thrilled to close out the year with some major news. G Adventures, the pioneer of community tourism and the world’s largest small-group adventure travel company, has selected Propellic as its Digital Advertising Agency of Record, focusing on scaling their strategy across North America and international markets.

"We do things differently at G Adventures," said Sarah Mainprize, VP Global Marketing. "We were seeking a partner who was not just an expert in digital marketing, but who also understood the travel industry and the mindset of today’s explorers... Propellic stood out for their proven results, their creative approach, and their ability to push the boundaries of what’s possible."

The Road Ahead Our work will leverage Propellic’s specialized expertise in paid media and AI-driven search visibility to inspire a new generation of travelers.

"We’re thrilled to partner with a brand that has redefined what travel can mean for individuals and communities worldwide," said our CEO, Brennen Bliss. "Together, we’ll drive growth and create measurable impact in the adventure travel space."

‍