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Weekly updates on the digital marketing news you need to know for the travel industry, including the latest news in travel, ai in the travel industry, data privacy, platform updates, travel marketing trends and more.

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AI in travel Platforms in travel

How travellers plan and book via AI Mode

Direct sources gain ground over OTAs: In 56% of booking paths, users went directly to property or activity owners—less than 10% went via OTAs (online travel agencies). Travel marketers should focus on Generative Engine Optimisation (GEO) to stay competitive.
Trust in AI Mode is high—but fragile: Post-task trust scores were strong (above 4.3/5), as users found results accurate and useful. However, overly aggressive CTAs like “Book Now” or sign-ups could diminish that trust.
Users engage deeply during planning, quickly during booking: Participants spent an average of 104 seconds on planning tasks—evaluating options, browsing—then only about 38 seconds during booking. They valued clean, clear, confidence-building presentation of options.
Google Business Profiles are front‑and‑centre: Users often engaged with inline links and local packs in AI Mode, opening 141 Business Profile cards, spending 13 seconds on planning and 4 seconds during booking per card. Once they engage, they rarely switch to another feature. Having an optimised, informative Google Business Profile is now essential.
The traditional funnel is collapsing: The old model of “dreaming → planning → booking” is being replaced by one continuous AI‑powered interaction. Brands that can own that conversational touchpoint have an advantage.
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Platforms Platforms in travel

Sales & Promotions Feature Bundle with Flighted Budgets

New feature bundle launched: Google is piloting a “Sales & Promotions Feature Bundle with Flighted Budgets” to help advertisers amplify spend during short, high-impact promotional periods—without overspending.
Main components: Campaign Total Budgets – lets advertisers set a total spend limit over a defined window (3 to 90 days). Promotion Mode – accelerates spend over a shorter burst (3 to 14 days), shifting focus toward volume rather than strict efficiency.
Cross‑campaign compatibility: Supports Performance Max, Search, and Shopping campaigns, including those using tROAS and tCPA bidding strategies.
Smarter spend orchestration: Unlike standard Smart Bidding which reacts to expected conversion shifts, this bundle actively uses sale dates, promotional assets, and explicit ROAS trade-offs to deliver stronger signals for promo periods—and reallocates budget accordingly.
Best suited for: Time-sensitive promotions like flash sales, holiday weekends, seasonal campaigns, ticket launches, travel deals, or any short‑term event where timing and quick impact matter.
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AI in travel Travel by numbers

96% of travellers are satisfied with AI trip planning

Less than a third (28%) of travellers actually use AI to plan trips—but those who do are overwhelmingly satisfied.
Among users of AI in planning, 96% were satisfied—44% rated it “perfect,” and 52% “good.” Plus, 84% intend to keep using it in future.
AI’s most common role in planning is research (76%); but when it comes to travel, specific tasks like identifying activities (70%), choosing accommodation (66%), finding restaurants (60%), and tickets (58%) are also key uses.
Booking through AI is less widespread: hotels (45%), tickets (43%), restaurants (38%); interestingly, 45% also used AI for visa and migration advice—raising concerns about hallucination risks.
The Kaspersky survey spanned 3,000 respondents across 15 countries in 2025; younger users (<35) are more AI-savvy (88% used AI at least once) versus only 54% of 54+ users.
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AI in travel Travel by numbers

Social media now 3rd largest lead source for travel advisors, plus impact of AI

Travel Marketing Report’s Global Outlook 2025 report shows key trends for travel advisors:
Top lead generation channels: The top lead channels were word of mouth/referrals, followed by current/past clientele (at 87% and 81% respectively), however, social media is rising (49%), followed by digital marketing (34%).
Impact of AI on travel planning and sales: The majority of travel advisors said the impact was “improved booking & management tools” (60%), real-time flight & hotel availability (57%), simplified multi-destination trip management (45%).
One advisor said: “Travel booking tech is still way behind other industries. AI has been helpful creating packing lists and social media posts, but definitely not for trip planning—too many errors or outdated material.”
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AI in travel

AI agents may push look-to-book ratios to 200,000:1 by end of 2025

AI agents are about to explode search volume: Look‑to‑book (L2B) ratios—how many searches happen per actual purchase—have already ballooned from 10:1 in the 1990s to 20,000:1 today, and could skyrocket to over 200,000:1 by end of 2025 due to agentic AI scanning for deals continuously.
Distribution systems are bracing for strain: Agentic AI generates frequent, automated searches without clear intent signals, forcing platforms to rethink traditional caching strategies to manage system load.
New monetisation models emerging: With AI agents flooding providers with queries, options like Cloudflare’s “pay‑per‑crawl” (a 402‑style paid access model) are being explored as a way to charge for shopping behaviour.
Industry leaders warn of “shop‑till‑you‑drop” dynamics: “Soon, instead of users performing 10 searches on a given day to plan their next vacations, they will delegate the task to their AI assistant. AI operators trained on how to use popular travel sites will continuously scan metasearch platforms for deals, potentially executing 100+ daily searches per user—or will it be 1,000+? This could push the look-to-book ratio beyond 200,000:1, as early as this year,” writes consultant Sebastien Gibergues, formerly VP of digital search with Amadeus.
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Platforms in travel

The travel industry responds to the Google Chrome, data sharing ruling

The travel industry has reacted to the anticompetitive Google case ruling that Google must share some of its data with competitors but can keep Chrome.
”It’s disappointing,” said Rod Cuthbert, founder of Viator, “but the landscape is changing so quickly that Google’s absolute dominance is becoming a thing of the past.”
”While we appreciate the court’s recognition of Google’s anticompetitive behavior, this ruling falls short of the structural changes necessary to restore genuine competition,” said Johannes Thomas, CRO of Trivago.
While the ruling may not yet level the playing field, some in the travel industry believe the ruling around sharing data could have big implication in the long run.
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Travel by numbers

Global leisure travel spending to triple by 2040

Massive growth in leisure travel spending ahead: BCG forecasts global leisure travel spending to surge from about US $5 trillion today to a whopping US $15 trillion by 2040, thanks to 8% annual growth through 2029 and 7% thereafter.
Hotels must shift focus beyond room nights: Spend per trip is increasing faster than the number of nights stayed—just 4% annual room‑night growth vs. 8% in overall trip spend.
Domestic and regional travel remain gold mines: Around 80% of global travel is domestic, and domestic travel spend is expected to triple by 2040. Meaning short‑break stay‑cationers could be as lucrative as far‑flung tourists—so tailor marketing accordingly.
Emerging markets are the next big opportunity: While traditional source markets like the US, UK, and Germany will continue contributing, much of the growth will come from digital‑savvy travellers from China and India, with international spend from these regions projected to rise by 10% annually.
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Travel by numbers

Australian’s have broken the 1 million milestone for travel to Japan

According to the Japan National Tourism Organization (JNTO) statistics*, a record 1.02 million Australians visited Japan last financial year.
This is the first time the one-million milestone has been surpassed, representing a 128% year-on-year increase.
Tokyo remains the leading destination for Australian travellers, with 90.9% visiting the capital in 2024.
“With more Australians than ever choosing Japan, and Tokyo being the major gateway must-visit destination, it is vital that travel agents are equipped with the right knowledge to meet client expectations” said Yukiko Arita, Tokyo Tourism Account Manager.
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AI in travel Platforms in travel Travel by numbers

The leading travel brands and domains in AI search

Research into the leading brands and domains in AI search by Lilly Ray and Profound found that In the “Online Travel” category, Google Maps is the most frequently cited brand, followed by TripAdvisor, Expedia, Kayak and Booking.
However, the most cited domains did not match the most cited brands, with en.wikipedia.org (17%) the most cited domain in the “Online Travel” category, followed by toomanyadapters.com (8.7%), and then travelinglifestyle.net (7.4%).
Digging deeper, when it comes to the most cited brands in the “Travel Booking” category, Kayak, Expedia, Skyscanner, Google and Priceline are the top picks.
Enterprise leads in topics related to ‘car rentals,’ whereas Skyscanner, Kayak, and Google lead in topics related to ‘flights.’ Expedia is the most visible brand for ‘trip booking’ prompts.
When it comes to the top cited domains in the “Travel Booking” category, first is Reddit.com, followed by Tripadvisor.com, skyscanner.com, kayak.com, travelandleisure.com, and nerdwallet.com.
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Platforms in travel

TikTok users can now book travel directly in-app via Booking.com

TikTok and Booking.com have launched a test allowing in‑app hotel bookings—users in the US (around 10% of TikTok users) can now discover hotels in TikTok videos, then view availability, ratings, reviews, prices and complete a booking via an in‑app browser without leaving the app.
Once bookings are confirmed, travellers receive the confirmation directly in their TikTok inbox.
The collaboration expands TikTok’s TikTok Go creator‑commission programme so more creators (with as few as 1,000 followers) can promote hotels, restaurants and experiences and earn commissions or vouchers from bookings generated via their posts.
Industry voices are calling this move a disruption to the traditional travel funnel, merging inspiration directly with transaction and potentially rewriting rules for travel distribution.
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Platforms in travel Travel by numbers

The key digital drivers of destination decision

New Phocuswright research reveals the digital drivers of destination choice—and why one-size-fits-all travel marketing falls short. Insights from U.S. and Europe Consumer Travel Reports 2025: Destination by Departure show that online travel agencies (OTAs), general search engines, and review platforms are the top influencers in how travellers choose where to go.
Destination discovery is driven by OTAs and search: Across the U.S., U.K., France, and Germany, OTAs and general search engines dominate the early decision-making phase. In the U.S., general search leads slightly (38%), while in Germany, OTAs take the top spot (37%). Review platforms and Google Maps follow, emphasising travellers’ desire to validate destinations—not just discover them.
Regional nuances matter: When breaking down the U.S. by region, general search is the leading influence nationwide—but its dominance varies. These regional differences highlight the need for tailored marketing strategies. A uniform, national approach risks overlooking meaningful behavioral patterns that could boost engagement and conversion.
Generational divides shape how travellers use digital tools: Millennials and younger travellers are more than twice as likely as Gen X and older generations to rate general search, OTAs, Google Maps, and review sites as “very” or “extremely” influential. For older audiences, these platforms play a secondary role, making generational targeting essential for effective destination marketing.
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Platforms in travel Travel by numbers

Hotels shifting from OTAs to internal marketing

Hotels are pulling back from OTAs, especially Booking.com, with OTA bookings dropping from ~30% to 22% in just a year.
In Europe, Booking.com bookings have fallen by 5–12 percentage points, while direct bookings surged 8–15% YoY; Expedia bookings jumped as much as 300% in some markets.
RateGain’s “State of the Distribution 2025” report reveals that 63% of hotels are downsizing distribution teams and reallocating resources into marketing.
Hotels are diversifying their distribution strategies—leaning into metasearch, paid search, loyalty programmes, refined direct funnels, and managing OTA availability during peaks.
Regulation is shifting the dynamic: Booking.com’s “price undercutting” has dropped in EU markets (down from 19.3% to 12.6%) following the Digital Markets Act—though it remains around 21% outside the EU.
Hotels are responding strategically—using OTAs as guest acquisition funnels, but steering them toward direct repeats and loyalty—in effect, reclaiming control.
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Travel by numbers

European search interest in Asian destinations growing 20% YoY

European search interest in Asian destinations—especially Malaysia (+20 % YoY), plus Thailand, Indonesia, Japan, and Vietnam—is rising, driven by demand for walkable cities and wellness-focused travel.
Visitors from the UK, France, Germany, Spain, the Netherlands, and rising interest from Greece, Turkey, and Poland are embracing immersive, on‑foot experiences—like exploring vibrant neighbourhoods and cultural landmarks.
Hotel opportunities: Properties in walkable towns such as Chiang Khan (Thailand), Melaka (Malaysia), and Hanoi (Vietnam) can attract European guests by promoting centrality and local experiences—think curated street‑tour maps and guided walking excursions.
Wellness tourism is booming, with Asia’s market projected to reach USD 156 billion by 2025. Hotels can tap into this by offering room packages bundled with spa services, yoga sessions, or digital‑detox retreats.
Agoda’s SVP of Supply, Andrew Smith, underscores that success means understanding not just where travellers want to go—but how they want to experience it—focusing on wellness, walkability, and local authenticity to foster loyalty.
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Travel by numbers

APAC business travel spending to rise to USD 679 billion in 2025

Strong rebound in APAC business travel: Business travel spending across South and Southeast Asia is expected to surge to USD 679 billion in 2025, lifted by tech‑driven efficiency, longer trips, and sustainability priorities.
Singapore dominates the market: In H1 2025, Singapore accounted for 22% of the region’s business travel spend, followed by India (20%) and Thailand (15%).
Corporate trip trends and costs rising: Average trip durations sit around 5–7 days, paired with rising accommodation costs in major hubs.
Regional optimism remains upbeat: Despite global uncertainties, APAC businesses are confident—with many expecting increased volumes and spend in 2025, buoying the overall travel rebound.
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Platforms in travel Travel by numbers

The majority of travel consumers start their search on Google, with Gen Z opting for Google Flights/Hotels

According to a new report on Decoding Online Shopping: Travel & Hospitality Consumer Trends for 2025 by AB Tasty, the majority of travellers still start their search on Google.
54% of consumers start their travel search on a traditional search platform like Google or Bing, 49% on an aggregated travel site like Booking.com, 45% on Google Flights/Hotels, 33% use social media, 27% on a brand site, 16% from influencer posts, and 10% via travel media.
Breaking from the trend, Gen Z starts their search with Google Flights/Hotels (52%), and social media (50%), while just under half use a traditional search provider (49%).
When it comes to the biggest factor influencing consumers to leave a site before purchasing, for most it’s because they’re not ready to buy. Again, breaking the trend, Gen Z’s biggest factor for not purchasing is preferred payment methods not accepted.
When asked “Have you ever used AI tools, chatbots, or virtual assistants to help plan/book travel or solve travel-related issues? How helpful did you find these tools?” 36% said yes and found it helpful, 32% hadn’t used AI but would, 18% said it wasn’t helpful, and 15% had no interest in trying AI.
Breaking it down further, 49% of Gen Z have used AI products for travel research and found it helpful, 41% of millennials felt the same. Only 32% of Gen X have used it, and 21% of baby boomers. However, both the majority of Gen X and baby boomers were interested in trying it.
Unfortunately we cannot share the report directly here. Contact us for a copy of the report.

AI in travel

AI search results include more diverse travel sources

AI results include more diverse travel sources, but legacy brands still dominate visibility: Among 5,824 URLs in Google’s AI-generated travel results, 1,371 unique domains emerged—590 classified as “Hidden‑Gem” challengers, and 781 established players.
Hidden Gems appear alongside big names, but they don’t dominate: Established domains appeared 4,576 times, while Hidden Gems only appeared 1,248 times.
“Hidden Gems” highlight first‑hand, authentic content—rather than relying on traditional SEO strength: This initiative emphasizes content with personal insight and niche expertise, rather than big-brand SEO metrics.
Challenger travel brands have new opportunities—but must stay consistent and authentic: To stand out in AI-powered search, smaller brands should produce steady, intent‑driven content that reflects genuine experiences.
SEO is evolving—not obsolete: While AI surfaces more varied voices, traditional ranking still matters: established domains appear more frequently, and foundational SEO remains relevant alongside fresh content strategies.
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AI in travel Travel by numbers

Young adults becoming less comfortable with AI trip planning

Comfort among Gen Z (18–24) dropped sharply: In 2024, 47% were comfortable using AI for travel planning—but that’s fallen to just 34% in 2025.
Millennials (25–34) also saw a decline, from 47% in 2024 to 38% in 2025—showing a cooling trust in AI among younger adults.
In contrast, Americans aged 55+ became slightly more at ease, with comfort rising from 16% in 2024 to 20% in 2025. Millennials (35–44) now lead in comfort levels, up from 37% to 41%.
Gender gap persists: Men’s comfort shrank from 39% to 34% in 2025, while women’s comfort held steady at 26%. Notably, 44% of women say they’re not comfortable using AI for trip planning—versus 36% of men.
Overall sentiment remains steady: 40% of all respondents are not comfortable with using AI for trip planning—unchanged from 2024. Only 30% say they’re comfortable, down slightly from 32%. Moreover, nearly one in four (23%) prefer not to use AI at all.
Where comfort exists: People are most at ease using AI for “review and rating analysis” (28%), followed by interest-based recommendations (26%), translation tools (26%), building custom itineraries (21%), and real‑time chatbot help (17%).
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Platforms in travel

“The [travel] industry must escape Google’s chokehold.”

Looking at tech trends in travel over the next 20 years, Rod Cuthbert, Founder of Viator, says “The industry must escape Google’s chokehold.”
Cuthbert warns innovation is being throttled by tech monopolies. “Google’s dominance has been bad for tours, activities and the industry at large. No monopolies are good. We’ve all paid their toll, and they’ve given little back.”
Looking ahead, he stated: “We’ll need more choice, more platforms, and above all, more authenticity.”
Timothy Hughes, Vice President of Corporate Development at Agoda, predicts a big change coming to content. “We’re about to break the rules again. Content will be rewritten, pushed, displayed and generated in ways we haven’t even figured out yet. We still haven’t solved the old rules.”
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AI in travel Platforms in travel

Google introduces new AI-powered Flight Deals feature

Purpose-built for deal-hunters with loose plans: Flight Deals lets users describe their dream trip using natural language—think “week‑long summer trip to a foodie city, nonstop only”—and the AI surfaces relevant, affordable flight options without needing exact dates or destinations. It taps into real‑time Google Flights data to deliver current bargains.
Easy discovery of unexpected and offbeat destinations: The AI tends to suggest both well-known spots (like tropical snorkeling destinations) and lesser-known gems (e.g., Cluj-Napoca, Ljubljana)—great for sparking creative travel ideas.
Currently in beta and region-limited: The rollout began in mid‑August 2025 across the U.S., Canada, and India, with no opt-in needed. You’ll find Flight Deals either on its dedicated page or via the Google Flights menu.
Marketers targeting budget-conscious or flexible travellers should pay attention: this tool may become a primary starting point in travel planning journeys.
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AI in travel Platforms in travel

Google Maps most trusted travel source for AI platforms

In research on various travel sites visibility across key AI platforms Google Maps was found to be the most visible across ChatGPT, Meta AI, and unsurprisingly Google AI Mode, AI Overviews, and Gemini.
Tripadvisor came out on top for Grok and Perplexity, while Expedia was by far the most visible travel site across Microsoft Copilot.
The next most visible travel sources across AI were Kayak, Booking, Skyscanner, Wanderlog, Viator, and Priceline (in order of most visible).
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Platforms in travel Travel by numbers

57% of Gen Z use TikTok to make travel decisions

According to data from Phocuswright’s “U.S. Travel Trends 2025” report, approximately 64% of U.S.-based Gen Z travellers made a travel decision based on content they saw on social media. Interestingly, this was only slightly higher than their millennial counterparts, at 61%.
57% of Gen Z respondents said that they used TikTok to make a trip decision, compared to just 29% of millennials, who said they lean more on Facebook (62%).
According to Thomas Hertkorn, head of online marketing at a&o hostels, TikTok has actually usurped Google as "the main game.”
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Travel by numbers

Almost half of young travellers decisions shaped by social media

Pop‑culture‑driven travel is booming: According to a 2025 survey by Allianz Partners USA (Vacation Confidence Index), younger Americans—especially those aged 18–34—are strongly influenced by social media and pop culture in choosing their travel destinations.
Nearly half are swayed by social media: 47% of respondents in that age group report their travel decisions are shaped by platforms like TikTok, Instagram, and YouTube.
TV and movies matter, too: 42% say they pick vacation spots based on TV shows and films—meaning on‑screen inspiration is driving real‑world travel.
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AI in travel Platforms in travel

Global travel trends in generative AI

Travel AI tools help users to plan, book, and optimise their travel experiences. They can automatically search for flights, hotels, and activities based on user preferences, and even handle itinerary changes or customer support.
As capabilities mature, the sectors most likely to be disrupted include: Online Travel Agencies (OTAs), Corporate Travel Management, Concierge Services, and Customer Experience Platforms.
According to Similarweb data, travel AI tools traffic continues to rise, with Mindtrip enjoying the largest share of traffic, followed by Layla, and Wonderplan.
Contact us for a copy of the report

Platforms in travel

Airbnb dials back traditional advertising in favour of social media

TV advertising is being dialled back in favour of social media, with CEO Brian Chesky noting that travel inspiration is increasingly happening on mobile and social, not through high‑intent Google search.
Performance marketing remains a “surgical topper”, enhancing brand‑led initiatives rather than replacing them, as CFO Ellie Mertz highlighted.
90% of Airbnb traffic continues to be direct or unpaid, giving the company leverage to reduce reliance on performance channels.
“The whole world [is] seeing that a lot of travel is switching from desktop to mobile and from Google search to social media.” - Airbnb CEO, Brian Chesky
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AI in travel Platforms in travel

Expedia is all-in on AI

AI driving big wins for partners – Expedia’s in-house AI tool, Scout, gave hotel partners tailored recommendations, leading to $6B in extra revenue and a 10% lift in transactions last year.
Boosting traveller experience – AI-powered features like smart search filters, a fare finder that spots flights 20% cheaper than predicted, and an AI itinerary builder are lifting conversions by up to 15%.
AI in advertising – “Artificial creative intelligence” is now generating and selecting the best images for ads, turbo-charging Expedia’s marketing efforts.
Deep AI integration – Expedia builds and partners on AI, weaving it into every part of its platform rather than “bolting it on,” with tools supporting internal teams, partners, and travellers alike.
Future-focused & experimental – The company sees AI as core to its DNA, encourages rapid experimentation, and is exploring an “agent-to-agent ecosystem” to make travel discovery and booking even smoother.
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AI in travel

Branded hotel properties dominate AI search

AI is reshaping hotel discovery – Cloudbeds’ global study of 145 upscale hotels found that branded properties dominate AI recommendations, with 2 in 3 suggested by ChatGPT, Gemini, and Perplexity belonging to major groups.
OTAs lead AI citations – Over half (55.3%) of AI-sourced hotel recommendations come from online travel agencies, particularly Tripadvisor, Expedia and Booking.com, which already have AI platform partnerships.
Digital footprint drives visibility – Properties with high guest ratings, strong review volumes, and a presence across YouTube (98%), travel blogs (97%) and Reddit (95%) were far more likely to appear in AI results.
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Travel by numbers

Insights from Charting The Path: Travel report

According to The Growth Distillery’s research, 82 per cent of Australians say that travel is “very important” to them. More than nine in 10 intend to travel within the next 12 months.
Four-fifths are revisiting holiday budgets and expectations due to rising costs. Nearly three-quarters of Australians (and 78 per cent of Gen Z) are making sacrifices and concessions in other areas of life in order to travel.
Nearly three-quarters of Australians regularly consume travel content, even when not planning a trip. More than four-fifths actively consume travel content as members, subscribers, or followers. And two-fifths are looking at at least five separate travel topics at a time during their trip researching.
Two-fifths of travellers say they don’t enjoy the booking experience, plus two-fifths of travellers think travel brands are too generic and cliched.
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Travel by numbers

39% of Aussie’s bought travel, hotel, and airline bookings online last year

In the latest Commerce 2025 report by IAB Australia, it was found 39% of Australians purchased travel, hotel, and airline bookings online last year.
This makes it the 4th most popular product/s to purchase online, behind clothing, groceries, and takeaway.
Travel, hotel, and airline bookings were more popular with over 50s and women.
Unfortunately we cannot share the report here, please get in contact with us if you'd like to view it.

AI in travel Platforms in travel

AI enthusiasm in APAC is high according to Booking.com

AI enthusiasm in APAC is high: 95 % are excited and 82 % familiar with AI, only trailing LATAM and well ahead of EMEA and NORAM.
Real-world use is strong: in APAC, 41 % already use AI for education and transportation, reflecting deeper integration beyond travel planning.
Trust remains limited: globally just 6 % fully trust AI and only 12 % are comfortable with AI making decisions on its own; APAC consumers mirror this cautious mindset.
AI is becoming central to travel: globally 89 % want to use AI for future travel planning; in APAC, AI assistants (24 %) are now more trusted than travel bloggers (19 %) or influencers (14 %).
Responsible AI matters: across regions, 71 % value AI for helping avoid overcrowded destinations and 60 % seek tools that support local community impact.
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AI in travel Travel by numbers

Hyper-personalisation key to luxury travel bookings

Hyper-personalisation is on the rise in luxury travel, with brands like Minor Hotels, Fairmont, and Marriott moving away from generic services towards bespoke guest experiences.
85% of hoteliers now see personalisation as key to commercial success, with the potential to boost revenue by up to 5%, according to the ATM Travel Trends Report 2025.
The customisation and personalisation travel market is booming, projected to hit $620.71 million by 2032, per Future Market Insights Inc.
Tech is playing a big role, with AI and chatbots enabling personalisation at scale—though industry leaders say human connection remains essential.
Luxury travellers are changing, now seeking meaningful, tailored experiences over flashy, traditional luxury.
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