Consumers have a wealth of holiday information at their fingertips 24/7 and are often willing to devote considerable time and effort to investigating price and quality before making a decision. The result is complex: an overlapping web of touchpoints with huge variation across different people and their holiday preferences. This presents a problem for travel brands, as it has created an environment of constant engagement with vast variation. No two customer journeys are the same. While some people meticulously plan trips, others spontaneously book them, some want active adventures while others want beach relaxation. The rise of digital has presented changes which are now impacting one, or all, of these stages in the customer journey. Econsultancy has identified seven current trends challenging the travel sector. Brands need to acknowledge these and adjust accordingly. In doing so, they can prevent breakage and ensure more joined up customer journeys, in turn retaining more customers. Get the full story at Econsultancy