Travel Discovery And Travel Businesses

Part of our ongoing exploration of travel discovery, traveller behaviour and the ways people research, compare and make travel decisions.

Quick Summary

• Travel discoverability refers to how easily travellers can find, encounter and become aware of destinations, experiences and travel businesses during the planning journey.
• Modern travellers rarely rely on a single source of information and often move between search engines, reviews, social media platforms, maps, travel articles, videos and AI tools.
• Discovery often represents the first stage of The Travel Discovery Process, creating opportunities for research, comparison and decision making.
• Travel businesses participate in discovery whenever they provide information that travellers can encounter while researching their options.
• Discoverability matters because travellers cannot evaluate, compare or choose businesses they never discover.
• Visibility and discoverability are closely related but not identical concepts. Being visible does not automatically mean being discovered, trusted or chosen.
• Discovery and bookings are connected, but discovery typically occurs long before enquiries, bookings and customer relationships develop.
• Understanding travel discoverability helps explain how traveller behaviour, visibility and Travel Discovery Ecosystems influence the modern traveller journey.

Travel Discovery And Travel Businesses

Travel discovery is often discussed from the traveller’s perspective.

Throughout this category, we have explored how travellers discover destinations, experiences and travel businesses, how they move through The Travel Discovery Process, how different channels influence decisions and how modern Travel Discovery Ecosystems shape the way people research and evaluate their options.

These ideas help explain how discovery works.

They also raise an important question.

What do these behaviours mean for travel businesses?

Every booking, enquiry or customer relationship begins long before a purchase takes place. Before travellers can compare options, read reviews, seek recommendations or make decisions, they must first become aware that a destination, experience or travel business exists.

This is where travel discoverability becomes important.

As explored in What Is Travel Discovery?, discovery occurs when a destination, experience or business first enters a traveller’s awareness. Yet awareness does not happen automatically. It is influenced by the information travellers encounter as they move between search engines, reviews, social media platforms, maps, travel articles, videos and other sources throughout their planning journey.

Modern travellers rarely discover businesses in a single place. As discussed in How Travellers Discover Travel Businesses Online, discovery often occurs across multiple channels that collectively influence awareness, research and decision making. A business may be encountered through search results, discovered within a travel article, recommended through social media or validated through reviews before a traveller ever considers making contact.

This broader perspective becomes even clearer when viewed through the lens of Travel Discovery Ecosystems. Discovery is no longer confined to individual platforms. Instead, it occurs within interconnected environments where information, visibility and traveller behaviour constantly interact.

For travel businesses, this creates both opportunities and challenges.

The businesses that travellers discover become part of the decision-making process. The businesses that remain difficult to discover may never enter that process at all.

In this article, we’ll explore what travel discovery means for travel businesses, why discoverability matters, how visibility contributes to traveller awareness and how businesses participate in the modern discovery environment long before bookings and enquiries occur.

What Is Travel Discoverability?

Travel discoverability refers to the ease with which travellers can find, encounter and become aware of destinations, experiences and travel businesses throughout their research and planning journey.

While visibility and discoverability are closely related, they are not exactly the same thing.

Visibility refers to being present within a particular channel or source of information. A business may appear in search results, have a social media presence, receive reviews or be listed on maps. Discoverability, however, is broader. It describes the likelihood that travellers will actually encounter that business as they move through the discovery, research and decision-making process.

This distinction is important because travellers rarely rely on a single source of information.

As explored in What Is Travel Discovery?, discovery begins when something enters a traveller’s awareness. That moment may occur through a search engine, a recommendation, a review, a video, a travel article or any number of other sources. The more opportunities travellers have to encounter relevant information, the more discoverable a destination, experience or business becomes.

Modern traveller behaviour makes discoverability increasingly complex. Travellers often move between multiple channels while researching their options. A business may be discovered through one source, researched through another and evaluated through several others before any decision takes place.

This means discoverability is not confined to a single platform. It exists across the broader environment in which travellers gather information.

The concept also aligns closely with The Travel Discovery Process. Discovery is only the first stage of a larger journey that often includes research, comparison, validation and decision making. If travellers never encounter a destination, experience or business during the discovery stage, the later stages of the process may never occur.

Understanding travel discoverability therefore provides a useful framework for understanding the relationship between traveller behaviour and business visibility. It shifts the focus away from individual platforms and towards a broader question:

How easily can travellers discover relevant information as they move through their planning journey?

The answer to that question often plays a significant role in determining which destinations, experiences and travel businesses ultimately become part of the traveller’s consideration set.

Why Travel Businesses Participate In Travel Discovery

Travel businesses participate in travel discovery because discovery often occurs before every other stage of the traveller journey.

Before travellers can compare options, read reviews, seek recommendations or make bookings, they must first become aware that a destination, experience or business exists. Discovery creates the opportunity for further research and evaluation to take place.

This idea sits at the heart of The Travel Discovery Process.

Travellers typically move through multiple stages before making decisions. Awareness leads to research. Research leads to comparison. Comparison leads to validation. Validation helps build the confidence required for decision making. While every traveller follows a slightly different path, discovery often represents the starting point.

For this reason, travel discovery is not simply a traveller activity. It is also something that travel businesses participate in whenever they provide information that travellers may encounter during their planning journey.

A business website, destination guide, review profile, social media presence, map listing, article or video may all contribute to discovery. Each provides opportunities for travellers to become aware of a destination, experience or travel business while researching their options.

Importantly, participation does not mean control.

Travel businesses do not control how travellers discover information, nor can they dictate the exact pathway a traveller will follow. People move between channels according to their interests, questions and preferences. Discovery is ultimately shaped by traveller behaviour rather than business intentions.

This is one of the reasons modern Travel Discovery Ecosystems have become so important. Discovery increasingly occurs across interconnected environments where travellers encounter information from multiple sources before making decisions.

From this perspective, travel businesses are not simply competing for attention within individual platforms. They are participating in a broader discovery environment that travellers use to gather information, evaluate alternatives and build confidence.

The businesses that participate effectively create more opportunities to be discovered throughout that journey. The businesses that remain absent from the discovery environment may struggle to enter the traveller’s awareness at all.

Understanding this relationship helps explain why travel discovery matters not only to travellers, but also to the businesses hoping to become part of the traveller’s decision-making process.

Why Discoverability Matters For Travel Businesses

Discoverability matters because travellers cannot evaluate options they never encounter.

Every travel decision begins with a set of possibilities. Before travellers compare experiences, read reviews, seek recommendations or make bookings, they first develop awareness of the destinations, activities and businesses available to them.

This awareness forms the foundation of the decision-making process.

As explored in How Travellers Discover Travel Businesses Online, modern travellers gather information from a wide range of sources. Search engines, travel articles, reviews, maps, social media platforms, videos and AI tools all contribute to the way people discover and evaluate their options.

The businesses that appear within these discovery environments have opportunities to become part of the traveller’s consideration set. Those that remain difficult to discover may never enter the decision-making process at all.

This does not mean that discoverability guarantees bookings.

Discovery is only one stage within a broader journey. Travellers still conduct research, compare alternatives and seek validation before making decisions. However, without discovery, the later stages of the process may never occur.

In this sense, discoverability creates opportunity.

When travellers encounter a destination, experience or travel business during their research journey, they gain the opportunity to learn more. That opportunity may lead to further investigation, comparison and eventually a booking. Without initial awareness, those possibilities often remain unrealised.

Modern traveller behaviour makes discoverability particularly important because people rarely rely on a single source of information. As discussed in Travel Discovery Ecosystems, travellers often move between multiple channels while researching their options. Discovery opportunities therefore exist across a much broader environment than in the past.

A traveller may encounter a business through a travel article, return later through a search result, read reviews to gain confidence and then visit the business website before making a decision. Each interaction contributes to awareness and understanding over time.

This cumulative process helps explain why discoverability is about more than simply being present in one place. It is about creating opportunities for travellers to encounter relevant information throughout their planning journey.

For travel businesses, discoverability matters because awareness is often the first step towards consideration. And consideration is often the first step towards enquiries, bookings and customer relationships.

The Relationship Between Discovery And Bookings

Discovery and bookings are closely connected, but they are not the same thing.

One of the most common misconceptions about travel discovery is the assumption that visibility immediately leads to bookings. In reality, travellers often move through several stages before making a decision, and discovery represents only the beginning of that journey.

As explored in The Travel Discovery Process, travellers typically progress through awareness, research, comparison, validation and decision making before committing to a destination, experience or travel business.

Discovery creates the opportunity for this process to begin.

When travellers first encounter a business, they may not be ready to book. They may simply be gathering ideas, exploring options or conducting preliminary research. At this stage, awareness is often more important than immediate action.

Over time, however, discovery can lead to deeper engagement.

A traveller who discovers a business through a travel article may later search for additional information. Another traveller may encounter a recommendation on social media, read reviews to gain confidence and eventually visit the business website. Each interaction contributes to a broader decision-making process that unfolds over time.

This helps explain why bookings are often influenced by multiple sources rather than a single discovery event.

A booking may appear to result from a website visit or an online enquiry, but that final interaction often represents the culmination of numerous earlier influences. Search engines, reviews, videos, maps, travel content, recommendations and other discovery channels may all have contributed to the traveller’s awareness and confidence before the booking occurred.

From a business perspective, discovery therefore plays an important supporting role within the customer journey.

Without discovery, travellers may never become aware of the available options. Without awareness, research cannot occur. Without research, comparison becomes impossible. And without comparison and validation, many travellers are unlikely to feel confident enough to make a booking.

This relationship does not mean that every discovery opportunity results in a customer. Many travellers explore options without taking further action. Others may choose competing businesses after conducting research.

However, discovery remains a necessary starting point.

Bookings are often the outcome businesses focus on, but discovery is frequently the stage that makes those outcomes possible. Understanding that relationship provides a more realistic view of how traveller awareness develops into consideration and how consideration can eventually lead to action.

In this sense, discovery is not the same as a booking. It is the process that often creates the possibility of one.

Why Visibility Alone Is Not Enough

Visibility is important, but visibility alone rarely explains why travellers choose one option over another.

A destination, experience or travel business may appear in search results, be listed on maps, maintain an active social media presence or receive substantial online exposure. These forms of visibility can create opportunities for discovery, but they do not automatically create trust, confidence or bookings.

Modern travellers often require more than awareness before making decisions.

As discussed throughout Travel Discovery Ecosystems, travellers rarely rely on a single source of information. Instead, they move between multiple channels while researching their options, gathering information and seeking reassurance before committing to a choice.

This behaviour highlights an important distinction between being visible and being influential.

Visibility helps travellers become aware of an option. Influence develops when travellers begin to understand, evaluate and trust that option as they move through the decision-making process.

A business may be highly visible yet provide limited information that helps travellers compare alternatives or build confidence. Conversely, a business with more modest visibility may create stronger trust by providing useful information, positive reviews, authentic experiences or consistent messaging across multiple channels.

This is one of the reasons discovery should not be viewed as a single event.

Travellers often encounter the same destination, experience or business multiple times before making a decision. Each interaction contributes something different. One may create awareness. Another may answer questions. A later interaction may provide validation or reassurance.

The combined effect of these interactions is often more important than visibility alone.

The idea also connects closely with What Influences Travel Decisions?. Travel decisions are rarely based on awareness alone. Trust, credibility, reviews, recommendations, perceived risk and personal preferences all influence how travellers evaluate their options.

Visibility creates the possibility of consideration, but consideration does not automatically lead to action.

For travel businesses, this means discoverability should be viewed as part of a broader process rather than a standalone objective. Being found matters. However, what travellers discover, how they interpret that information and whether it helps build confidence are often equally important.

In many ways, visibility opens the door.

What happens after that is what ultimately shapes decisions.

How Travel Businesses Participate In The Discovery Process

Travel businesses participate in the discovery process whenever they provide information that travellers can encounter during their planning journey.

This participation often occurs long before a traveller visits a website, makes an enquiry or completes a booking. In many cases, discovery begins through small interactions that gradually build awareness over time.

As explored in The Travel Discovery Process, travellers frequently move through stages of discovery, research, comparison, validation and decision making. Throughout this journey, they interact with a wide range of information sources that help them understand their options.

Travel businesses become part of this process by contributing information to the environments where discovery occurs.

A business website may provide detailed information about experiences and services. Reviews may offer independent perspectives from previous customers. Maps may help travellers understand location and accessibility. Travel articles, videos and social media content may introduce travellers to experiences they had not previously considered.

Each source contributes differently, but together they create opportunities for discovery.

Importantly, travellers do not necessarily distinguish between these information sources in the way businesses often do. From the traveller’s perspective, they are simply gathering information and seeking answers to questions. The channels themselves become secondary to the information they provide.

This is one reason why modern Travel Discovery Ecosystems have become increasingly important. Discovery is no longer concentrated within a single platform or source of information. Instead, it occurs across interconnected environments where travellers move between channels according to their needs and interests.

Travel businesses participate in these ecosystems whenever they contribute useful, relevant or discoverable information.

Some businesses participate primarily through websites and search visibility. Others may be discovered through reviews, destination guides, videos or recommendations. Many participate through a combination of channels that collectively support traveller awareness and understanding.

The important point is that participation does not begin at the booking stage.

It begins wherever travellers first encounter information that helps them discover, understand or evaluate a destination, experience or travel business.

From that moment onward, the business becomes part of the traveller’s discovery journey, whether the traveller ultimately makes a booking or not.

The Cost Of Being Difficult To Discover

The cost of being difficult to discover is often invisible.

Unlike a cancelled booking or a negative review, it is difficult to measure the opportunities that never occurred in the first place. Travellers who never become aware of a destination, experience or travel business rarely leave any indication that they were there.

They simply continue their journey elsewhere.

This is one of the reasons discoverability plays such an important role within modern travel planning.

As explored in How Travellers Discover Travel Businesses Online, travellers rely on a wide range of information sources while researching their options. Search engines, reviews, maps, travel articles, videos, social media platforms and AI tools all contribute to awareness and decision making. If a business is absent from the places where travellers seek information, the opportunity for discovery may never occur.

This does not necessarily mean a business is unsuccessful.

Many businesses continue to operate successfully through repeat customers, referrals or strong local reputations. However, discoverability often influences the ability to reach new audiences who may otherwise have no knowledge of the business’s existence.

The challenge becomes more significant as travellers move through increasingly complex Travel Discovery Ecosystems.

Modern travellers rarely rely on a single source of information. Instead, they encounter destinations, experiences and businesses through multiple channels throughout their research journey. Each interaction creates an opportunity for awareness. Each absence potentially reduces the likelihood of being considered.

The cost is therefore not simply a lack of visibility.

The cost is a reduction in opportunities to participate in discovery.

A traveller cannot research a business they never encounter. They cannot compare it with alternatives. They cannot read reviews, evaluate experiences or develop confidence in an option that never enters their awareness.

This idea also reinforces the relationship between discovery and decision making. Awareness does not guarantee action, but action rarely occurs without awareness.

For travel businesses, discoverability is not about being everywhere or appearing in every possible channel. It is about ensuring that relevant information is available in the environments where travellers naturally seek answers and explore their options.

When discoverability is limited, opportunities for awareness become limited as well.

And when awareness is limited, participation in the traveller’s decision-making process becomes far less likely.

Understanding Travel Business Visibility

Travel business visibility is often discussed in terms of individual platforms, channels or marketing activities.

A business may focus on search visibility, social media visibility, review visibility or map visibility. While each of these areas can be important, they only represent part of a much larger picture.

Modern traveller behaviour suggests that visibility is most useful when viewed through the broader context of discoverability.

As explored throughout Travel Discovery Ecosystems, travellers rarely remain within a single source of information. They move between channels as they search for answers, compare alternatives and build confidence in their decisions. Visibility therefore exists within an interconnected environment rather than within isolated platforms.

This means that visibility is not simply about being present.

It is about being present in ways that support discovery.

A traveller who encounters a business through a search result may continue their research through reviews. Another traveller may first discover an experience through a travel article before seeking additional information through maps, videos or recommendations. Visibility creates opportunities for these interactions to occur, but the value of that visibility depends on how it contributes to the broader discovery journey.

Understanding visibility in this way helps explain why discoverability is often a more useful concept than visibility alone.

Visibility focuses on exposure.

Discoverability focuses on awareness.

A business may be visible within a particular channel while remaining difficult for travellers to discover throughout their overall planning journey. Conversely, a business that participates effectively across multiple discovery environments may create repeated opportunities for travellers to encounter relevant information over time.

This distinction becomes increasingly important as discovery channels continue to evolve. Search engines, reviews, social media platforms, AI tools, maps, videos and travel content all contribute differently to traveller awareness. No single channel fully explains how travellers discover and evaluate their options.

Instead, visibility functions as part of a broader system of information, behaviour and decision making.

For travel businesses, understanding visibility through this lens encourages a shift in perspective. Rather than focusing exclusively on individual channels, it becomes possible to focus on how travellers move through the discovery process and where opportunities for awareness naturally occur.

Ultimately, travel business visibility matters because it helps create opportunities for discovery.

And within modern travel discovery ecosystems, those opportunities often form the starting point for everything that follows.

Why Travel Discoverability Matters

Travel discoverability matters because it sits at the intersection of traveller behaviour and business visibility.

Throughout this category, we have explored how travellers discover information, how they research destinations and experiences, how they compare alternatives and how they ultimately make decisions. These behaviours form the foundation of modern travel discovery.

For travel businesses, discoverability represents the ability to participate in that process.

As explored in What Is Travel Discovery?, awareness is often the first stage of the traveller journey. Before travellers can evaluate options, seek validation or make decisions, they must first encounter relevant information. Discoverability creates the opportunity for that encounter to occur.

Modern traveller behaviour makes this increasingly important.

Travellers now move between search engines, reviews, social media platforms, maps, travel articles, videos and AI tools while researching their options. Discovery no longer occurs within a single platform. Instead, it occurs across interconnected Travel Discovery Ecosystems where information from multiple sources contributes to awareness and understanding.

This means discoverability is no longer simply about being visible in one place.

It is about participating in the environments where travellers naturally seek information.

The businesses that travellers encounter become part of the decision-making process. They may be researched, compared and evaluated alongside competing options. The businesses that remain difficult to discover may never reach that stage at all.

Importantly, discoverability is not a guarantee of success.

Travellers still make decisions based on trust, relevance, reviews, preferences, perceived value and many other influences. However, discoverability often determines whether a business has the opportunity to be considered in the first place.

In this sense, discoverability supports every stage that follows.

Discovery creates awareness.

Awareness creates consideration.

Consideration creates opportunities for research, comparison and validation.

And those activities ultimately contribute to decision making.

For travel businesses, understanding discoverability provides a more realistic view of how modern travellers find information and evaluate their options. It shifts the conversation away from individual platforms and towards the broader relationship between traveller behaviour, visibility and discovery.

That relationship is becoming increasingly important as travel discovery continues to evolve.

And for many businesses, understanding it may be one of the most important steps towards understanding how travellers discover, evaluate and choose the experiences available to them.

Conclusion

Travel discovery is often viewed through the lens of traveller behaviour, but it also has important implications for travel businesses.

Throughout this article, we have explored how discoverability influences the relationship between travellers and the businesses they eventually consider, research and choose. Before reviews are read, options are compared or bookings are made, awareness must first occur.

This is where travel discoverability plays its role.

As explored throughout What Is Travel Discovery?, The Travel Discovery Process, How Travellers Discover Travel Businesses Online and Travel Discovery Ecosystems, modern travellers rarely rely on a single source of information. They move between channels, gather information from multiple perspectives and gradually build the confidence required to make decisions.

For travel businesses, this means participation in discovery often begins long before a traveller becomes a customer.

A website, review, map listing, travel article, video or recommendation may all contribute to awareness at different stages of the traveller journey. Each creates opportunities for discovery, understanding and consideration.

Importantly, discoverability is not the same as a booking.

Discovery does not guarantee action, and visibility alone does not guarantee trust. However, discoverability creates the opportunity for travellers to become aware of a destination, experience or business in the first place. Without that awareness, the later stages of research, comparison and decision making may never occur.

Ultimately, travel discoverability is about participation.

It is about being part of the environments where travellers seek information, explore options and build confidence in their decisions.

As travel discovery continues to evolve, the businesses that understand this relationship will be better positioned to understand not only how travellers discover information, but also how awareness becomes consideration and how consideration can eventually become action.

Frequently Asked Questions About Travel Discoverability

What is travel discoverability?

Travel discoverability refers to how easily travellers can find, encounter and become aware of destinations, experiences and travel businesses while researching and planning trips.

Why is travel discoverability important?

Travel discoverability is important because travellers cannot evaluate options they never encounter. Discovery often represents the first stage of the traveller journey and creates opportunities for further research, comparison and decision making.

What is the difference between visibility and discoverability?

Visibility refers to being present within a particular channel or platform. Discoverability refers to the likelihood that travellers will actually encounter and become aware of a destination, experience or travel business throughout their planning journey.

How do travellers discover travel businesses?

As explored in How Travellers Discover Travel Businesses Online, travellers discover businesses through a wide range of channels including search engines, reviews, social media platforms, maps, travel articles, videos, recommendations and AI tools.

Does discoverability guarantee bookings?

No. Discoverability creates opportunities for awareness, but travellers still move through research, comparison, validation and decision-making stages before making bookings.

How does discoverability relate to the travel discovery process?

Discoverability is closely connected to The Travel Discovery Process because awareness often represents the first stage of the journey. Without discovery, the later stages of research and decision making may never occur.

Why do travel businesses participate in travel discovery?

Travel businesses participate in travel discovery whenever they provide information that travellers can encounter while researching destinations, experiences and travel options. This may include websites, reviews, articles, maps, videos and other forms of travel content.

What role do travel discovery ecosystems play in discoverability?

As discussed in Travel Discovery Ecosystems, modern travellers move between multiple information sources while planning trips. Discoverability is therefore influenced by how travellers encounter information across interconnected channels rather than within a single platform.

Can a business be visible but difficult to discover?

Yes. A business may have a presence within certain channels while still remaining difficult for travellers to encounter during their research journey. Visibility and discoverability are related but not identical concepts.

Why is visibility alone not enough?

Visibility creates opportunities for awareness, but travellers often need additional information, trust and validation before making decisions. Awareness alone rarely explains why travellers choose one option over another.

How does discoverability influence traveller decisions?

Discoverability influences which destinations, experiences and travel businesses become part of a traveller’s consideration set. Travellers can only research, compare and evaluate options that they have first discovered.

How is travel discoverability changing?

Travel discoverability is evolving as traveller behaviour, technology and information sources continue to change. Search engines, reviews, social media, AI tools and other discovery channels increasingly operate within interconnected discovery ecosystems that shape how travellers find information and make decisions.

About The Author

David Hibbins is the founder of Travel With Insight and has spent years building websites, publishing content and studying how people discover information online.

Through his work across travel publishing, tourism businesses, content creation and digital projects, he developed a particular interest in Travel Discovery, Traveller Behaviour and the factors that influence how travellers research, compare and evaluate their options before making decisions.

His writing explores topics including The Travel Discovery Process, How Travellers Discover Travel Businesses Online, Travel Discovery Ecosystems and the growing relationship between discoverability, visibility and traveller decision making.

Travel With Insight was created to better understand how modern travel discovery works and why some destinations, experiences and travel businesses become part of the traveller journey while others remain difficult to discover.

His work focuses on helping readers understand the behaviours, information sources and discovery environments that shape modern travel planning.

Continue Exploring Travel Discovery And Travel Businesses

Understanding travel discoverability is only one part of understanding the relationship between traveller behaviour and business visibility.

As travellers move through discovery, research, comparison and decision making, travel businesses participate in a wide range of discovery environments that influence awareness and consideration. The articles below explore these relationships in greater detail and provide additional insight into how modern travel discovery affects destinations, experiences and travel businesses.

Related Reading

Travel discoverability is shaped by the way travellers gather information, evaluate options and make decisions. The following articles explore the relationship between traveller behaviour, visibility and business participation within modern travel discovery ecosystems.

Why Travel Businesses Participate In Travel With Insight

Explore why travel businesses increasingly participate in discovery-focused publishing, content and information environments where modern travellers research and evaluate their options.

Why Discoverability Matters For Travel Businesses

Learn why awareness often represents the first stage of the traveller journey and why discoverability plays an important role in creating opportunities for consideration.

The Relationship Between Discovery And Bookings

Understand how discovery contributes to awareness, research and evaluation, and how those stages can ultimately influence enquiries and bookings.

Why Visibility Alone Is Not Enough

Discover why visibility, trust and decision making are closely related but distinct concepts within modern travel discovery.

How Travel Businesses Participate In The Discovery Process

Explore the different ways travel businesses contribute information that travellers encounter throughout the discovery, research and planning journey.

The Cost Of Being Difficult To Discover

Learn how limited discoverability can reduce opportunities for awareness and participation within the traveller decision-making process.

Understanding Travel Business Visibility

Explore the relationship between visibility, discoverability and traveller behaviour within increasingly interconnected travel discovery ecosystems.