The State of Search in Travel Report 2025.

Helping brands stay ahead in an industry that never stands still.

What to expect:

✔ Key shifts in travel search behavior and destination trends.

✔ The impact of AI on trip planning and brand visibility.

✔ How social media is redefining travel inspiration and discovery.

✔ Booking trends, challenges, and what brands need to prioritize.

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Travellers are swapping long-haul getaways for frequent short trips, TikTok is turning viral destinations into must-visit spots, and AI is reshaping how people search. Yet, booking stress remains a sticking point, with 70% of US travellers finding the process overwhelming. As holidaymakers consider alternative destinations, the rise of “detour travel” and off-season exploration presents new opportunities. This report unpacks the latest trends, from AI’s role in search to the evolving expectations of modern travellers.