Travel is changing fast. Travelers are embracing new technologies, expecting more personalized experiences and rethinking how they discover, book, and engage with brands.
The Future of Travel reportuncovers how travel expectations are shifting across generations, from AI adoption and booking preferences to trust, personalization, and the channels that influence decisions most. Whether you're focused on growing direct bookings, increasing loyalty, or improving customer experiences, these insights can help you stay one step ahead.
54% of travelers distrust AI-generated travel recommendations, highlighting the need for transparent, trustworthy AI experiences.
43% of travelers book directly with a travel brand's website or app, reinforcing the value of strong direct booking experiences.
39% say email is the channel most likely to get their attention, making owned channels a critical part of the customer journey.
See what today's travelers expect, and how leading travel brands can use identity,AI, and personalization to create more relevant experiences and drive more direct revenue.
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