Travel brands adapt to fragmented digital journeys

How shifting consumer habits and rising costs are reshaping travel marketing strategies

Travel planning has become more complex, with consumers spending more time online, engaging across fragmented channels, and seeking authentic, experience-driven trips. For travel brands, the challenge is to connect with these audiences at the right moment while balancing economic uncertainty, price sensitivity, and the demand for meaningful experiences.

Key takeaways

• Fragmented planning journey: Travelers now view an average of 141 pages of content before booking, making consistent multi-channel visibility essential.
• Rising costs, shifting habits: Inflation and higher travel costs push consumers toward OTAs, metasearch, budget stays, and off-season trips, even as overall demand remains strong.
• Experience-driven demand: From Gen Z to baby boomers, travelers increasingly prioritize authenticity and personal growth over traditional packages, creating opportunities for niche offers.
• Digital-first marketing tools: AI-powered platforms, programmatic ads, and data-rich insights (e.g., Amazon DSP, AMC) help brands target audiences with precision.
• Influencer power: Authentic creator partnerships on platforms like Twitch and Instagram are shaping consumer choices, especially among younger travelers.
• Opportunity for inspiration: With half of travelers undecided on destinations, brands can win attention by sparking the first idea that sets a trip in motion.

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