2023 Travel Outlook: Tech Trends to Watch
With Google Analytics 4 over two years old, Google is finally ready to sunset Universal Analytics later this year.
As the predominant way to analyze website traffic and behavior, it is imperative that DMOs and travel websites switch their accounts over to GA4. In addition to UA soon being unsupported and unworkable, there’s a host of benefits that come from switching to GA4.
- Multi-Touchpoint Analysis. Using end-to-end machine learning GA4 possess the ability for cross channel
data-driven attribution. The feature automatically adapts to changes in performance across
different touchpoints, crediting allocation to each conversion. This can improve your data concerning
the percentage of early, mid, and late touchpoints, as well as the breakdown of each conversion source. - Improved ROI. GA4’s new method of data attribution increases return on investment by more
accurately analyzing which ads and website behavior is driving sales. Using several factors (including
device type, number of interactions, and the order in which ads were encountered), as well as
contrasting what could have happened on the website, GA4 can more accurately determine which
touchpoints are driving conversions. - Business and Compliance-Minded Engagement Measurement. With GA4, enhanced
measurements are much easier to set up, meaning you can capture more than just page views right
from the beginning. The new enhanced measurement easily tracks things like video engagement, scrolling behavior, file downloads, and form interactions, meaning you can specifically tailor your
analytics to the needs of your business, provided your website is well designed.
Learn more about how we can help you adapt to the evolving marketing landscape and ramp up your efforts.
May 11, 2026
At Advance Travel & Tourism, we believe the best partnerships start with understanding the realities destination organizations face every day. That’s one of the many reasons we’re excited to welcome Thomas Salley to the team as our newest Account Executive.
May 11, 2026
Visibility used to follow a familiar pattern: search, rankings, clicks, visits. That structure is starting to shift. AI doesn’t just retrieve pages. It assembles responses. Instead of presenting a list of links, it’s interpreting information and building answers. That changes how destinations appear—and whether they appear at all. Being present online is no longer the only requirement.
May 11, 2026
Clarity is starting to play a different role. Not just in messaging—but in visibility. As AI systems interpret and assemble information, they favor content that’s easy to understand and easy to use. That creates a subtle shift. Destinations compete on clarity and speed—who makes sense fastest gets the decision.
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