BETTER STRATEGY STARTS WITH BETTER DATA CONVERSATION

Travelers are building trips like networks—connecting cities, events and experiences into one itinerary.

Every week, businesses make decisions that reveal where consumer expectations are headed. Often, those decisions have little to do with travel. But they have everything to do with how people discover places, form emotional connections and experience the journey. Here are three signals we’re watching and what they could mean for travel marketers.

Around a decade ago, we introduced the Five Stages of Travel to help destinations understand how travelers move from inspiration to advocacy. That framework still holds true today. But the traveler has changed.