News Summary

• The fight in travel's creator economy has shifted.
• It used to be about attention, now it's about who gets the attribution for the booking.
• Creators increasingly create the desire to travel, and the travel industry captures the booking somewhere else, weeks later.
• As that trail increasingly disappears into DMs, WhatsApp, saved collections, and screenshots, the industry is experimenting with ways to move creators closer to the money..
• Companies like Stay22 and Curacity have solved pieces of the attribution puzzle, but only by constraining the environment rather than cracking the full open-social journey.