3. As a resource, OTAs are surpassing general search.
4. Though its use remains largely experimental, generative AI saw a sharp increase, even doubling year-over-year.
5. More travelers are booking through indirect channels, likely so they can compare options and find the best prices.
6. There is robust reliance on traditional payment methods, like credit cards, for booking and in-destination packages.
7. There is a growing use of social media in planning, with Instagram emerging as the most influential platform across key markets and YouTube with the most content consumption.
