The Consumer Journey Has Evolved — Are You Marketing for the Era of the 4S?

The traditional marketing funnel no longer tells the full story — especially in travel and tourism.

New research from Boston Consulting Group highlights 4S behaviors that now shape the travel consumer experience. These behaviors occur simultaneously across a web of digital touchpoints — and tourism businesses must adapt.

🔹 Streaming – Travel inspiration is ongoing: podcasts, YouTube travel series, influencer reels. Is your brand part of that continuous discovery?

🔹 Scrolling – TikTok and Instagram are the new storefronts. Visual content isn't optional — it’s your first impression.

🔹 Searching – Search is now AI-powered. Are your Google Business Profiles and TripAdvisor listings optimized, updated, and reviewed regularly? AI models increasingly surface content from these platforms — and poor data can mean lost bookings.

🔹 Shopping – Seamless booking is expected. Can guests reserve a table, room, or tour directly from social or search? Impulse decisions depend on frictionless experiences.

In the 4S era, tourism marketing must be immersive, fast, and deeply integrated. It's not a funnel — it’s a network.

Are you ready?