The Attribution Dilemma: How AI and channel preference is affecting traditional measurement methods

CommVersion × Adido | Virtual Panel | 23 June 2026 | 12pm BST

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Every travel marketer knows the feeling.

Your dashboards are reporting strong ROAS. Your campaigns are optimising. But the revenue showing in your platforms doesn't match the cash in the bank - and nobody can fully explain the difference.

This isn't a tracking error. It's a structural problem. And it's getting worse.

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The traveller's journey has outgrown your measurement stack

Today's traveller doesn't convert in a straight line. They discover you through an AI assistant, research on your website, call your sales team three weeks later, and book on a different device entirely. Traditional measurement sees one of those touchpoints and calls it a conversion. The rest is invisible.

At the same time, channel preferences are shifting. Travellers move fluidly between chat, phone, form and in-person before they commit. Most measurement stacks were never built for that which means ad algorithms are optimising for cheap form-fillers instead of high-value bookers.

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The traveller's journey has outgrown your measurement stack

Today's traveller doesn't convert in a straight line. They discover you through an AI assistant, research on your website, call your sales team three weeks later, and book on a different device entirely. Traditional measurement sees one of those touchpoints and calls it a conversion. The rest is invisible.

At the same time, channel preferences are shifting. Travellers move fluidly between chat, phone, form and in-person before they commit. Most measurement stacks were never built for that — which means ad algorithms are optimising for cheap form-fillers instead of high-value bookers.

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What we'll cover:

• Why your dashboards are lying. Platform ROAS vs cash in the bank and what's actually causing the gap.
• Channel preference is shifting. Travellers move between chat, phone and form before they book. Most tracking only sees one touchpoint.
• The AI blind spot. Conversational AI is pulling the research phase somewhere traditional measurement can't follow.
• The CMO playbook. What's replacing last-click ROAS - POAS, CAPI and incrementality testing in practice.

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The panel

Chris Armond (Mercury Holidays), Brian Sargent (Tropical Sky) and Bryony Dunn (Travel Nation) join Andy Headington from Adido and Cameron Dunning from CommVersion for an honest, boardroom-level conversation about what's broken - and what to do about it.

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Who should attend

This session is for travel marketing and commercial leaders who are frustrated with measurement that no longer reflects reality. If you are a CMO, Marketing Director, VP of Growth or Performance Marketing Lead at a travel brand relying on online enquiries and offline sales conversations - this is built for you.

If your dashboard ROAS and your actual bookings tell different stories, you should be in the room.

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Register Now