# Booking no longer means the decision is made: travelers keep comparing

Canonical-URL: https://notitur.com/en/digest/booking-does-not-close-decision
Text-Version: https://notitur.com/en/digest/booking-does-not-close-decision.txt
Markdown-Version: https://notitur.com/en/digest/booking-does-not-close-decision.md
Language: en
Published: 2026-10-08T07:01:32.186Z
Modified: 2026-10-08T07:01:32.186Z
Author: Joan Sanz
Topics: Revenue & Distribution
Summary: McKinsey points out that booking has stopped being the end of the purchase journey. For hotels and OTAs, that changes how the funnel is measured and when you can still influence travelers.

## Article

One of the most interesting shifts in the sector is that **booking no longer equals a made decision**. [McKinsey & Company](https://lnkd.in/p/eDQ4U-jn?utm_source=rss&utm_medium=rss&utm_campaign=one-of-the-more-interesting-shifts-in-travel-is-that-booking-no-longer-signals-a-decision-has-been-made-travelers-are-still-comparing-options-changing-plans-and-revisiting-earlier-stages-after) notes that travelers keep comparing options, change plans and go back to earlier stages of the journey even after they have paid. The booking moves from being the finish line to being just another stop.

For anyone working in distribution or revenue, that has very concrete consequences.

- The window between booking and check-in stops being dead time and becomes a playing field.
- Cancellations, modifications and re-engagements stop being noise and become signal.
- Models that measure the funnel up to confirmation fall short.

It bugs me that many brands still treat the booking as a closing and drop their guard right there. The opportunity lies in staying with the traveler in that second phase, not abandoning them after payment. Whoever treats post booking as part of the funnel wins, whoever ignores it ends up staring at a conversion that no longer tells the whole story.

## Sources

- McKinsey & Company: https://lnkd.in/p/eDQ4U-jn?utm_source=rss&utm_medium=rss&utm_campaign=one-of-the-more-interesting-shifts-in-travel-is-that-booking-no-longer-signals-a-decision-has-been-made-travelers-are-still-comparing-options-changing-plans-and-revisiting-earlier-stages-after

## Citation

Booking no longer means the decision is made: travelers keep comparing. Notitur. 2026-10-08. https://notitur.com/en/digest/booking-does-not-close-decision