This week’s signals point to a bigger shift: travel demand is still strong, but the way people discover, evaluate, and act on that demand is getting more fragmented. Major events are driving movement. AI and prediction platforms are reshaping how people make decisions. And cultural moments are becoming travel infrastructure in disguise.

Spend enough time online and it's easy to believe the perfect vacation looks like Positano, Santorini, or Bali. But over the past few weeks, a different story has been showing up in the headlines.

When 90% of marketers use AI, it's tempting to assume we're witnessing the emergence of a massive competitive advantage. But when nearly everyone has access to the same tools, something interesting happens. The advantage shifts.