Digital Customer Journey Maturity in Travel: 2025 Survey Report

Travel brands are investing heavily in digital transformation, but are they truly delivering seamless, personalized journeys? In conjunction with Digital Travel Insights, our latest survey of global travel leaders reveals where the industry stands today, what’s holding it back, and the opportunities ahead.

The findings reveal:

• 55% rate their digital journey maturity as only “adequate,” while none consider it “exceptional.”
• 71% say anonymous visitor identification remains their top challenge, limiting personalization at scale.
• 67% are prioritizing cross-channel data integration over the next 12 months to eliminate silos.
• Post-trip engagement lags—fewer than 40% say travelers are very satisfied with loyalty and feedback experiences.
• AI-driven personalization and marketing automation are emerging as the top levers for growth.

By downloading this report, you’ll also unlock access to our AI assistant, our personal on-demand analyst. Ask questions, explore trends among global practitioners and leaders, and receive tailored marketing takeaways. It transforms raw data into actionable, relevant insights for your travel brand.