What is the story about?
What's Happening?
Skift and Amazon Ads conducted a survey of over 1,600 U.S. leisure travelers in the summer of 2025 to explore evolving motivations and influences in travel planning. The research highlights a transformation in the customer travel journey from a traditional sales funnel to a more interconnected set of steps and activities. This shift is driven by changes in how travelers find inspiration, where they seek influence, and how they discover new destinations. The findings suggest that travel marketers need to align inspiration, relevance, and conversion across multiple platforms, including streaming services, social media, retail media, online travel agencies, and brand websites. The report aims to guide marketers and advertisers in navigating these diverse paths and identifying new opportunities to engage and attract travelers.
Why It's Important?
The insights from this survey are crucial for travel marketers and advertisers as they adapt to changing consumer behaviors. Understanding the evolving travel journey can help businesses optimize their marketing strategies to better reach and influence potential travelers. By leveraging multiple platforms effectively, marketers can enhance their engagement with audiences who are increasingly open to imagining and planning trips. This shift in strategy could lead to increased conversion rates and customer satisfaction, ultimately benefiting the travel industry by driving growth and innovation.
What's Next?
Travel marketers and advertisers are expected to integrate these findings into their strategic planning, focusing on creating more personalized and engaging experiences for travelers. As the report is set to be published in Q4 2025, industry stakeholders will likely analyze the detailed insights to refine their approaches and capitalize on emerging trends. The ongoing evolution of travel discovery and planning may lead to new partnerships and technological advancements aimed at enhancing the customer experience.
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