As consumer behavior fragments across devices, platforms and new technologies, the old rules of loyalty no longer apply. The rise of AI, influencer-led travel discovery, and one-click booking apps has created a highly fluid ecosystem. One where travelers jump from Google to Instagram to ChatGPT to a credit card portal before finally booking.
Our Global Travel & Hospitality 2025 Outlook captures this seismic shift: loyalty is no longer earned with points alone. Instead, brands must design experiences that forge emotional bonds, offer real-time value and operate seamlessly across multiple digital environments.
A landscape redefined by fragmentation
Travel planning today rarely follows a linear path. A traveler might be inspired by a TikTok reel, research via ChatGPT, compare reviews on TripAdvisor and finally book through a credit card’s travel portal. Never once touching a brand’s own website.
According to our outlook:
- Google’s share of U.S. search ad market is projected to fall below 50% in 2025.
- 47% of experience bookings still happen offline, underscoring a lag in digital maturity.
- Mobile dominates, with two-thirds of travel web traffic now coming from mobile devices.
This fractured journey means brands can no longer assume travelers will stick with them from discovery to booking to re-engagement. The path is too fragmented and attention is too divided.
Loyalty is losing its stickiness
Even when travelers do engage with loyalty programs, the connection is increasingly superficial.
- BCG reports the average U.S. consumer is enrolled in more than 15 loyalty programs, up 10% from 2022.
- Trivago found that 71% of travelers compare prices across multiple sites before booking.
- Forbes warns of a looming “midlife crisis” for loyalty programs, as consumers grow disenchanted with point-based systems that feel impersonal or inflexible.
Younger travelers especially are less responsive to traditional loyalty mechanisms. For Gen Z, loyalty is earned through shared values, convenience and digital ease — not just tier upgrades.insights that will define the future of hospitality and travel.