In the news. Baby boomers are reshaping travel as greater wealth, longer lives, and better health give many the means to see more of the world, The Wall Street Journal reports. One travel adviser catering to boomers has seen bookings rise 20% this year, but meeting that demand may require finding ways to ease the travel experience: Boomers seek adventure alongside luxury accommodations, a range of activity levels, and less hassle managing luggage. And while some use AI to hunt for deals, they still put a premium on human service—one luggage company whose clientele is largely over 65 is hiring more live agents to handle customer calls. [WSJ]

As inspiration becomes more abundant, capturing attention is only a beginning. The harder task is earning credibility.

On McKinsey.com. How travelers plan and book their trips has shifted, but having more discovery options hasn’t necessarily made planning easier. Travelers move among social media, search, reviews, AI, and booking platforms, often retracing their steps to recall what they’ve considered, ruled out, or learned. McKinsey’s Alex Gersovitz, Jules Seeley, Kelly Ungerman, Margaux Constantin, Ryan Mann, Vik Krishnan, and their coauthors examine how travel companies can reduce this “restart tax”—by remembering what travelers have told them, reducing repetition, and staying useful after booking. LATAM Airlines offers one example: More than 90% of changes, refunds, and check-ins now happen automatically. With inspiration everywhere and alternatives a click away, the advantage may lie in turning fleeting interest into the confidence to make a decision.

Ease into inspired travel