Multimodal travel is quickly becoming central to how people plan and experience trips, according to Rome2Rio CEO Wendy Olson Killion. Speaking at The Phocuswright Conference, Killion emphasized that multimodal transportation—combining flights, trains, buses and more—is no longer a niche behavior but a core part of travel. This shift is reflected in Rome2Rio’s data, where 50% of searches now involve multiple modes of transport. She noted that short-distance travel, particularly within 90 miles, is seeing significant growth, signaling changing consumer preferences and a broader definition of how trips are structured.

Several factors are driving this trend. Regulatory changes, such as European Union restrictions on regional flights, are encouraging alternatives like rail. At the same time, cultural influence is playing a role, with celebrities and influencers reshaping perceptions of train and surface travel. Killion described this as the “surface rising,” highlighting the growing importance of non-air options. Beyond consumer behavior, she also discussed her first year leading Rome2Rio after transitioning from Expedia Group, and how the company is addressing challenges like overtourism. Together, these dynamics point to a future where multimodal travel is not just an option but the foundation of trip planning.

Multimodal travel is quickly becoming central to how people plan and experience trips, according to Rome2Rio CEO Wendy Olson Killion. Speaking at The Phocuswright Conference, Killion emphasized that multimodal transportation&mdash;combining flights, trains, buses and more&mdash;is no longer a niche behavior but a core part of travel. This shift is reflected in Rome2Rio&rsquo;s data, where 50% of searches now involve multiple modes of transport. She noted that short-distance travel, particularly within 90 miles, is seeing significant growth, signaling changing consumer preferences and a broader definition of how trips are structured.
Several factors are driving this trend. Regulatory changes, such as European Union restrictions on regional flights, are encouraging alternatives like rail. At the same time, cultural influence is playing a role, with celebrities and influencers reshaping perceptions of train and surface travel. Killion described this as the &ldquo;surface rising,&rdquo; highlighting the growing importance of non-air options. Beyond consumer behavior, she also discussed her first year leading Rome2Rio after transitioning from Expedia Group, and how the company is addressing challenges like overtourism. Together, these dynamics point to a future where multimodal travel is not just an option but the foundation of trip planning.

A regular dissection of the news, issues and trends in travel and technology, featuring interviews with industry executives and entrepreneurs and hosted by PhocusWire editors.

A regular dissection of the news, issues and trends in travel and technology, featuring interviews with industry executives and entrepreneurs and hosted by PhocusWire editors.

In Phocus is a regular dissection of the news, issues and trends in travel and technology, featuring interviews with industry executives and entrepreneurs and hosted by PhocusWire editors.

In Phocus

Rome2Rio CEO Wendy Olson Killion says multimodal travel is rapidly becoming the core of trip planning, driven by shifting consumer behavior, regulation and cultural influence.