In 2020, Google announced that the company was phasing out the use of third-party cookies in its Chrome browser within two years, sending shockwaves through the travel industry. This looming deadline–and associated data collection challenges–has since become a moving target. Google recently again pressed pause, pushing the phase-out to the second half of 2024. While many travel marketers are breathing a sigh of relief, the reality still remains: A cookieless world is coming, it will disrupt the entire industry, and marketers must use this time wisely to prepare.
By adjusting data collection strategies around the three pillars of data, marketers can still effectively target travellers. When those sources of data are combine
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