Do you think the future of booking is moving away from traditional search and towards something more conversational and intent-led?

I was travelling and kept thinking, why is booking still so hard?

So much of it still feels more difficult than it should be. You spend ages searching, comparing, filtering, and trying to work out what is actually the right fit. Then even when you think you have found something, the pricing is not always clear and the final cost can end up feeling different from what you first expected.

A big part of the frustration for me was not just the search itself, but how cluttered the experience often felt. Too many popups, too much upselling, too many steps, and not enough clarity.

It made me realise that a lot of travel booking still feels tied to older systems and older ways of thinking. The industry has moved forward in many ways, but the search and decision experience often still feels behind.

That was one of the starting points for Travorro (travorro.com).

We kept coming back to a simple idea. What if people could explain what they actually want, instead of being forced through the same filters and comparison flow over and over again?

As we worked on that, one thing became clear very quickly. Understanding travel intent is not always simple. Even something like “summer trip” can mean very different things depending on where the person is and what context they are searching from. Timing, seasonality, location and preference all matter, but most platforms still do not handle that very naturally.

So the thinking for us became less about showing more options, and more about helping people make better decisions.

I think that is where travel search is heading. Less rigid filtering, more context, more conversation, and a better understanding of what someone actually means when they search.

I would be interested to hear how others in travel are thinking about this too. Do you think the future of booking is moving away from traditional search and towards something more conversational and intent-led?