The discovery funnel has expanded. Awareness, consideration and even shortlist creation increasingly happen inside platforms rather than on your website.
Google now curates results that shape options before a click, TikTok drives destination discovery through creator content, and AI tools summarise brands and recommendations at the top of the journey.
For travel brands, this shifts the objective from simply driving traffic to influencing the funnel earlier.
Visibility must build awareness, guide consideration and strengthen brand preference before booking intent peaks. Growth now depends on structured presence across the channels where decisions begin, not just where conversions happen.