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AI and Non-Linear Journeys Reshape Travel Booking
marketingSkift··1 min·For: Marketing, Revenue, GM, Owner

AI and Non-Linear Journeys Reshape Travel Booking

Skift and McKinsey research reveals that the traveler booking path now averages 65 touchpoints, with over half of travelers rebooking after the initial reservation. Industry leaders urge hoteliers to pivot from traditional SEO to generative engine optimization and actively market during the post-booking window.

Key Takeaways

  1. 1Traveler touchpoints grew to roughly 65 before booking, with more than 50% rebooking post-purchase.
  2. 2Brands must transition to Generative Engine Optimization (GEO) with machine-readable content for AI search.
  3. 3Over 70% of travelers use AI for trip research, yet under 16% feel comfortable booking directly through AI tools.

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Source: Skift

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