The report, based on 30 days of performance data across more than 60 travel brands and 27 destinations, identifies a pattern of increased search and session activity alongside a significant decline in booking conversions. According to the findings, this trend reflects a “frozen pipeline”, where traveler intent is not translating into completed transactions.
Across all regions analysed, sessions and impressions increased, while transactions declined to near-zero levels. The data suggests that a large share of this activity is driven by existing travelers reviewing cancellation policies and monitoring safety conditions, rather than planning new trips.
In Jordan, sessions increased by 153%, while conversion rates dropped by 25.81% month-over-month. The United Arab Emirates recorded a 12,766% increase in sessions, alongside a 22.6% decline in click-through rates. In Saudi Arabia, advertising spend rose by 209% year-over-year, while click-through rates declined by 22.6%.
The report also identifies a broader impact across European destinations, described as a “Mediterranean sentiment spillover”. Countries such as Greece, Spain and Croatia recorded significant increases in search activity but declines in conversion rates, indicating reduced booking confidence despite sustained interest.
In Greece, sessions increased by 3,225% year-over-year, while conversion rates declined by 35.14% month-over-month. Spain recorded a 2,221% increase in sessions, with a 47.74% drop in conversion rates over the same period.
John Matson, Chief Revenue Officer of Propellic, said: “The data is clear. Travelers are willing to travel and are actively researching these destinations. They haven’t lost interest. They’ve lost confidence. And that distinction matters enormously for how travel brands should be allocating budget and messaging right now.”
The report further highlights that demand is shifting towards destinations perceived as being further removed from the conflict, with regions such as Southeast Asia showing improved engagement across both monthly and annual comparisons.
According to the analysis, these patterns suggest that safety perception is currently a key factor influencing travel decision-making, with implications for how travel brands approach market positioning and resource allocation.
Tags: John Matson, Propellic
