The Death of the Funnel? Travel Shows Us What's Next

Travel is one of the most researched, emotionally driven and competitive purchase decisions consumers make. Before booking a holiday, people move between search engines, social platforms, AI tools, influencers, reviews, media coverage and personal recommendations. In many ways, travel offers a glimpse into the future of consumer decision-making.

Drawing on insights from Hatch's inaugural Checked In report, this session explores how the path to purchase is evolving and what brands can learn from it. We'll unpack the growing influence of AI, creator content, social discovery and experience-led spending, alongside the changing role of trust, authenticity and emotional value in consumer decision-making.

Using travel as the lens, we'll examine why the traditional communications funnel is becoming increasingly fragmented and what marketers, PR professionals and brand leaders need to do to remain visible, relevant and influential in 2026.