The Reservation That Came Weeks After the Video

At hotels and restaurants across the country, the booking rarely lands the day the video does. Travel brands are increasingly tracking that gap on purpose, watching not just who saw a piece of creator content but who returned to book because of it. The industry's term for that delayed, harder-to-see effect is "incrementality" — a measure built for a booking path that was never a straight line to begin with.

With reporting from Skift.