Accenture: 96% of travelers would switch brands for ease

The report frames this as a shift away from the loyalty model travel brands have relied on for years. Airlines built frequent-flyer programs, and hotels accumulated points, tiers and perks, in a formula designed to reward repeat purchases. The survey results push back on the assumption that this accumulated goodwill can insulate brands from competition.

The friction data sharpens the picture. Despite years of technology investment, 94% of travelers describe booking as moderately or very complex, and nearly two-thirds use four or more platforms before buying. Payment problems alone cause more than 83% of travelers to abandon a booking, and nearly half say the payment experience strongly influences their choice of provider.

Generative AI adds a new layer by changing discovery itself. Rather than browsing many sites, travelers can describe what they want conversationally, and an agent may recommend a different brand if it fits better. Radisson's ChatGPT experience is cited as an early example of a brand embedding itself in that conversational moment rather than requiring travelers to navigate its own digital ecosystem.