Articles tagged “booking behavior”

Luxury brands have spent two decades optimizing for the human eye. A meaningful share of their traffic will soon belong to something else entirely.

Hyatt is using artificial intelligence to get closer to trip discovery, where customer intent, loyalty, and direct booking economics increasingly overlap.

Latin America is a high-demand, high-sensitivity market — where pricing and discovery determine who travels and how.

Travel demand isn’t slowing — it’s being rebalanced across markets while AI is quietly rewriting how loyalty is earned and lost.

OTAs are posting record revenues, and the top four still dominate. But they face a major shift if AI platforms bypass them altogether.

The global online travel agency (or OTA) market is experiencing sustained, moderate growth, fueled by resilient international travel demand and rapid digital transformation across all travel sectors. The OTA market, valued at $94 billion in 2024, is projected to reach $107 billion by 2026, growing at a steady rate of 7%.

Traditional travel agents continue to hold a strong place in the market, even though their booking volumes are lower than those of OTAs.

Don't panic and start discounting just yet. Travelers may be booking later in the process, but are showing a willingness to pay higher rates closer to arrival.

Despite heightened economic uncertainty and shifting consumer sentiment, the global travel industry showed resilience through the first half of 2025. The Skift Travel Health Index recorded 3% year-on-year growth in global travel performance as of June 2025.

As travelers take longer to plan and spend more thoughtfully, brands must rethink their outreach across every phase of the booking journey. Criteo’s new report reveals how shifting expectations, price sensitivity, and evolving booking behaviors are reshaping the path to purchase this spring and summer.