How digital clues guide today’s travelers

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From social media to search history, modern journeys are increasingly influenced by the digital footprints we leave behind

Jun 12, 2025

AI is rapidly reshaping the way people plan and experience travel, with algorithms now acting as personalized travel agents. A growing body of research shows that the majority of travelers are influenced not just by social media, but by a wide array of digital signals—from search history to purchase behavior. Brands like Dragonpass are seizing the opportunity, leveraging AI to deliver tailored travel perks and experiences that align with each customer’s digital footprint.

Key takeaways

Digital influence is strong: 62% of travelers plan trips after engaging with online content, and 75% are primarily influenced by social media, according to Phocuswright and PhotoAiD.
AI as travel agent: Advanced AI models are analyzing digital behaviors—like search queries, location data, and engagement history—to make hyper-personalized travel recommendations.
Beyond social media: Travel decisions are shaped by a full spectrum of digital interactions, from Google searches to TikTok likes and online purchases.
Opportunity for brands: Marketers must now respond in real-time to digital signals to remain relevant in an AI-driven travel landscape.
Dragonpass example: Serving over 40 million users, Dragonpass uses AI to customize lounge access and travel perks, turning airport layovers into personalized wellness and lifestyle experiences.

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