From Search to Stay: Mapping the Digital Journey of the Modern Traveler

Abstract

This chapter investigates the evolving digital journey of contemporary travelers, focusing on how technology and data-driven insights have reshaped travel experiences. It explores the transition from traditional to digital platforms in travel planning, booking, and in-destination activities, emphasizing the traits of today's tech-savvy travelers. By examining consumer behavior across various groups—including millennials, Gen Z, and business travelers—the chapter highlights the growing significance of user-generated content, mobile-first experiences, and tools for real-time decision-making. It also investigates how travelers engage with digital platforms during the pre-travel phase for research and inspiration, the booking process, and the period before arrival, as well as throughout their trip and in post-travel reflections. Additionally, the chapter critically analyzes the role of data analytics, big data, AI, and machine learning in understanding and forecasting traveler behavior.