The Disconnected Funnel: Why Awareness and Conversion Still Live in Separate Worlds, and What It Would Take to Connect Them

Travel marketing still treats the moments that inspire travelers and the moments they book as separate worlds, managed through different budgets, partners, KPIs, and measurement. While awareness builds demand and conversion captures it, connecting the two remains one of the industry’s biggest challenges. This roundtable will explore how destinations are bridging that gap, what’s changing as media, commerce, and measurement become more integrated, and what it will take, organizationally and strategically, to move beyond reporting campaign activity and toward proving marketing’s impact on visitation, bookings, and long-term destination growth.