2026 travel marketing trends⁠:
From clicks to conversations

Travel marketing is evolving fast. AI is reshaping discovery. Social platforms influence decisions earlier. And booking journeys are increasingly fragmented. Yet one thing remains true: when trips are complex or high value, conversations still convert.

Marketers can no longer rely on clicks alone to understand performance. Attribution gaps are widening, budgets are under pressure, and the moments that influence booking decisions often sit beyond traditional digital reporting.

This guide highlights how marketers can use insights from customer conversations to understand the key changes in consumer behaviour and how to adapt quickly.

What you’ll learn from this guide

• How modern travel booking journeys evolve across digital, social, and offline touchpoints
• Where attribution breaks down as journeys become more complex
• Why calls remain a strong indicator of high-intent travel bookings
• How first-party data supports better personalisation and campaign optimisation