Travel Brands Must Adapt to Consumer Behaviour Shifts

As travel companies navigate economic pressures and uncertainty, they must adapt to changing consumer behavior. According to Google's Edoardo Bortolato, a director at Google, travellers are now taking months to plan their holidays, only to delay booking until closer to departure.

This 'window shopping gap' creates a challenge for travel brands: how to hold people's attention while they browse and secure the booking when they commit. AI-powered Search can help by delivering intelligent, agentic, and hyper-specific information that travellers need to make decisions faster.

One trend is the changing rhythm of travel planning and booking. While traditional booking timelines are shifting, the actual window between booking and departure is shrinking. In fact, 3 in 4 users say AI Mode and/or AI Overviews help them make faster and more confident decisions.