Precision and predictability for travel marketing: Essential visitor intelligence to drive growth

Latest video: Using travel marketing intelligence to multiply ROI

The travel industry is evolving at an unprecedented pace, and at PhocusWire and Phocuswright, we’re tracking the shifts shaping markets worldwide. In the U.S. alone, travel gross bookings climbed to $497.3 billion in 2024, with cruises leading the way at 12% growth while car rental slipped according to Phocuswright research. Growth is slowing to low single digits in 2025, weighed down by policy uncertainty, inflation and soft inbound demand—but longer-term projections still point to steady expansion, reaching $562.3 billion by 2028.

At the same time, traveler behavior is entering a new era driven by artificial intelligence. More than half of U.S. travelers have experimented with generative artificial intelligence and one in three already use it for travel planning or in-destination recommendations. With 78% finding AI-generated results helpful, it’s clear that generative AI isn’t just a trend, it’s redefining how trips are imagined, planned and booked.

For travel marketers, the challenge goes beyond keeping pace. It’s about leading with data-driven intelligence to anticipate change, not just react to it. In partnership with Zartico, this video series explores the latest trends and delivers practical insights to help you protect your market share, stay relevant and prepare for what’s next.