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Travelers today do not have to depend on friends and family recommendations to find the ideal travel package. They also do not need to rely on a travel agent to book their tours for them. They have a lot of options to choose from (your competitors) and a host of technological tools (think Google) to help them identify and book the perfect trip.

Furthermore, travelers can buy spontaneously, but they can also take quite a bit of time in between deciding to travel and which travel package to book. In fact, according to Think with Google, a traveler can have more than a hundred interactions with brands while researching their trip.

For example, Amy, a traveler planning a trip to Disney World, spent 2 months researching the trip and had 419 interactions with brands.