Behavior Beats Intent: The Shift Travel Marketers Can’t Ignore
For years, marketing relied on intent.
Search a keyword, join an audience, serve an ad.
But intent is noisy.
In discussion with Ktimene Axtell, the more durable signal is behavior—where people actually go, how they move, and what patterns repeat.
That’s a different level of truth.
Intent suggests interest.
Behavior proves action.
And the difference shows up in performance:
- audience targeting becomes sharper
- spend becomes more efficient
- messaging becomes grounded in reality
But the bigger shift is happening now.
AI systems don’t rely on one signal—they blend both:
- past behavior
- predicted intent
Which means strategy has to evolve.
Not replacing intent with behavior—but layering them.
The organizations that adapt will stop chasing perfect targeting and start building systems that respond to real movement.
Because behavior doesn’t just predict the future—it explains it.
Learn more about how we can help you adapt to the evolving marketing landscape and ramp up your efforts.
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For years, marketing relied on intent. Search a keyword, join an audience, serve an ad. But intent is noisy. In discussion with Ktimene Axtell, the more durable signal is behavior—where people actually go, how they move, and what patterns repeat. That’s a different level of truth. Intent suggests interest.Behavior proves action. And the difference shows up in performance: audience targeting becomes [...]
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