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.
August 28, 2026
Travel Signals often looks beyond the travel industry for shifts that could reshape how people discover, choose and experience places. This time, the clearest signals are coming from inside travel itself. Across technology, traveler behavior and live events, the path from inspiration to arrival is becoming shorter and more intent-driven. Here are three signals we’re watching and what they could mean for travel marketers.
August 20, 2026
Brands are beginning to celebrate AI visibility when the more important question is whether AI is building the case for them—or against them. Marketing is beginning to make a familiar mistake. We are taking a new form of customer behavior and measuring it with an old model. Search visibility was largely positional: Did we appear, and where did we rank? As customers [...]
August 18, 2026
As we move through the second half of 2026, one travel trend is worth paying attention to: milestone moments are giving people a reason to get away. And for destination marketers, the opportunity may extend well beyond this year.
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