Travel & Hospitality Event Spec

This page defines all standard events for travel and hospitality products on Datafly Signal — covering destination discovery, flight, hotel and car search, the booking funnel, and post-booking experiences such as check-in, loyalty, and reviews. Implement these events to enable accurate server-side delivery to advertising and analytics platforms.

💡

Events that overlap with the general e-commerce funnel reuse GA4’s recommended event names (view_item, add_to_cart, begin_checkout, purchase, search, sign_up, login, generate_lead). If you’re migrating from Google Tag Manager, those event names work as-is. Travel-specific events use snake_case names.

All events are sent via datafly.track(). Properties are passed as a flat object in the second argument. Dates should be sent as ISO 8601 strings (e.g. '2026-08-14'). Airport codes should use IATA three-letter codes (e.g. 'LHR', 'JFK'). Monetary amounts should be numbers with a separate currency property using ISO 4217 codes.

⚠️

Never put raw PII (email, phone, name, passport number, free-text review content) in track() properties. Signal hashes and attaches identity server-side. Pass identifiers (booking_id, flight_id, hotel_id) rather than personal data.

Search Events

Events tracking what travellers are searching for.

`search`

Fired when a user submits a generic site search. Use the travel-specific search events below for structured flight, hotel, or car queries.

datafly.track('search', {
  search_term: 'cheap flights to lisbon'
})

Property	Type	Required	Description
`search_term`	string	Required	The search term entered by the user

`destination_searched`

Fired when a user searches for a destination (city, country, or region). Used by blueprints to map structured destination intent to platform search events.

datafly.track('destination_searched', {
  query: 'Lisbon',
  product_id: 'dest_lisbon',
  category: 'city',
  value: 0,
  currency: 'GBP'
})

Property	Type	Required	Description
`query`	string	Required	The destination search term entered by the user
`product_id`	string	Optional	Identifier of the matched destination, if resolved
`category`	string	Optional	Destination classification (e.g. `city`, `country`, `region`)
`value`	number	Optional	Indicative value of the search (e.g. cheapest fare), if known
`currency`	string	Optional	ISO 4217 currency code for `value`

`flight_searched`

Fired when a user performs a flight search.

datafly.track('flight_searched', {
  origin: 'LHR',
  destination: 'JFK',
  depart_date: '2026-08-14',
  return_date: '2026-08-21',
  passengers: 2,
  cabin_class: 'economy',
  trip_type: 'return',
  results_count: 84
})

Property	Type	Required	Description
`origin`	string	Optional	Origin airport IATA code (e.g. `LHR`)
`destination`	string	Optional	Destination airport IATA code (e.g. `JFK`)
`depart_date`	string	Optional	Departure date in ISO 8601 format
`return_date`	string	Optional	Return date in ISO 8601 format. Omit or set `null` for one-way
`passengers`	number	Optional	Number of passengers
`cabin_class`	string	Optional	Cabin class: `economy`, `premium_economy`, `business`, `first`
`trip_type`	string	Optional	Trip type: `one_way`, `return`, `multi_city`
`results_count`	number	Optional	Number of results returned

`hotel_searched`

Fired when a user performs a hotel search.

datafly.track('hotel_searched', {
  destination: 'New York',
  check_in: '2026-08-14',
  check_out: '2026-08-21',
  guests: 2,
  rooms: 1,
  results_count: 120
})

Property	Type	Required	Description
`destination`	string	Optional	City, region, or property name searched
`check_in`	string	Optional	Check-in date in ISO 8601 format
`check_out`	string	Optional	Check-out date in ISO 8601 format
`guests`	number	Optional	Total number of guests
`rooms`	number	Optional	Number of rooms requested
`results_count`	number	Optional	Number of results returned

`car_searched`

Fired when a user searches for a hire car.

datafly.track('car_searched', {
  location: 'JFK',
  pick_up_date: '2026-08-14',
  drop_off_date: '2026-08-21',
  car_type: 'suv',
  results_count: 18
})

Property	Type	Required	Description
`location`	string	Optional	Pick-up location (city or airport code)
`pick_up_date`	string	Optional	Pick-up date in ISO 8601 format
`drop_off_date`	string	Optional	Drop-off date in ISO 8601 format
`car_type`	string	Optional	Category of car searched (e.g. `economy`, `suv`, `luxury`)
`results_count`	number	Optional	Number of results returned

Browsing Events

Events tracking destination, listing, and product views.

`view_item_list`

Fired when a user views a results grid of flights, hotels, or cars.

datafly.track('view_item_list', {
  item_list_id: 'hotels-new-york',
  item_list_name: 'Hotels — New York',
  items: [
    { item_id: 'htl_ace_nyc', item_name: 'Ace Hotel New York', price: 229.00, index: 0, item_category: 'Hotels', currency: 'USD' },
    { item_id: 'htl_std_nyc', item_name: 'The Standard High Line', price: 319.00, index: 1, item_category: 'Hotels', currency: 'USD' }
  ]
})

Property	Type	Required	Description
`item_list_id`	string	Optional	Machine-readable identifier for the results list
`item_list_name`	string	Optional	Human-readable name of the list being browsed
`items`	array	Optional	Array of item objects displayed in the list (see Items Array Schema)

`destination_viewed`

Fired when a user views a destination page.

datafly.track('destination_viewed', {
  destination: 'Lisbon',
  destination_type: 'city'
})

Property	Type	Required	Description
`destination`	string	Optional	Name of the destination
`destination_type`	string	Optional	Destination classification: `city`, `country`, `region`

`listing_viewed`

Fired when a user views a specific travel listing (a hotel, flight, package, or experience). The canonical detail-view event for travel inventory; mapped to platform ViewContent.

datafly.track('listing_viewed', {
  product_id: 'htl_ace_nyc',
  product_name: 'Ace Hotel New York',
  category: 'hotel',
  value: 229.00,
  currency: 'USD'
})

Property	Type	Required	Description
`product_id`	string	Optional	Identifier of the listing being viewed
`product_name`	string	Optional	Display name of the listing
`category`	string	Optional	Listing type (e.g. `hotel`, `flight`, `package`, `experience`)
`value`	number	Optional	Displayed price of the listing
`currency`	string	Optional	ISO 4217 currency code for `value`

`view_item`

Fired when a user views a structured product detail page (flight fare, hotel room, or car). Reuses the GA4 e-commerce event so travel inventory delivers alongside standard catalogue products. Also accepted as view_content.

datafly.track('view_item', {
  currency: 'GBP',
  value: 649.00,
  items: [
    {
      item_id: 'flt_ba_lhr_jfk_0814',
      item_name: 'LHR → JFK · British Airways',
      item_category: 'Flights',
      item_brand: 'British Airways',
      item_variant: 'Economy',
      price: 649.00,
      currency: 'GBP',
      quantity: 1
    }
  ]
})

Property	Type	Required	Description
`currency`	string	Optional	ISO 4217 currency code
`value`	number	Optional	Monetary value of the event
`items`	array	Optional	Array containing the viewed item (see Items Array Schema)

`flight_viewed`

Fired when a user views the details of a specific flight option.

datafly.track('flight_viewed', {
  flight_id: 'flt_ba_lhr_jfk_0814',
  origin: 'LHR',
  destination: 'JFK',
  depart_date: '2026-08-14',
  airline: 'British Airways',
  price: 649.00,
  currency: 'GBP',
  cabin_class: 'economy'
})

Property	Type	Required	Description
`flight_id`	string	Optional	Identifier for the flight or fare
`origin`	string	Optional	Origin airport IATA code
`destination`	string	Optional	Destination airport IATA code
`depart_date`	string	Optional	Departure date in ISO 8601 format
`airline`	string	Optional	Operating airline name (e.g. `British Airways`)
`price`	number	Optional	Displayed price
`currency`	string	Optional	ISO 4217 currency code
`cabin_class`	string	Optional	Cabin class of the viewed fare

`hotel_viewed`

Fired when a user views the details of a specific hotel.

datafly.track('hotel_viewed', {
  hotel_id: 'htl_ace_nyc',
  hotel_name: 'Ace Hotel New York',
  destination: 'New York',
  check_in: '2026-08-14',
  check_out: '2026-08-21',
  price_per_night: 229.00,
  currency: 'USD',
  stars: 4,
  rating: 8.4
})

Property	Type	Required	Description
`hotel_id`	string	Optional	Unique identifier for the hotel
`hotel_name`	string	Optional	Hotel display name
`destination`	string	Optional	City or region
`check_in`	string	Optional	Check-in date in ISO 8601 format
`check_out`	string	Optional	Check-out date in ISO 8601 format
`price_per_night`	number	Optional	Displayed price per night
`currency`	string	Optional	ISO 4217 currency code
`stars`	number	Optional	Star rating (e.g. `4`)
`rating`	number	Optional	Guest review score (e.g. `8.6`)

`listing_saved`

Fired when a user saves or favourites a travel listing for later. Mapped to platform AddToWishlist.

datafly.track('listing_saved', {
  product_id: 'htl_ace_nyc',
  product_name: 'Ace Hotel New York',
  value: 229.00,
  currency: 'USD'
})

Property	Type	Required	Description
`product_id`	string	Optional	Identifier of the saved listing
`product_name`	string	Optional	Display name of the saved listing
`value`	number	Optional	Displayed price of the saved listing
`currency`	string	Optional	ISO 4217 currency code for `value`

Booking Events

Events tracking the booking funnel from initiation to confirmation and post-booking changes.

`add_to_cart`

Fired when a user adds a fare, room, or ancillary (seat, bag, insurance) to their basket. Reuses the GA4 e-commerce event.

datafly.track('add_to_cart', {
  currency: 'GBP',
  value: 1298.00,
  items: [
    {
      item_id: 'flt_ba_lhr_jfk_0814',
      item_name: 'LHR → JFK · British Airways',
      item_category: 'Flights',
      item_brand: 'British Airways',
      item_variant: 'Economy',
      price: 649.00,
      currency: 'GBP',
      quantity: 2
    }
  ]
})

Property	Type	Required	Description
`currency`	string	Optional	ISO 4217 currency code
`value`	number	Optional	Monetary value of the items added
`items`	array	Optional	Array of items added to the basket (see Items Array Schema)

`booking_started`

Fired when a user begins the checkout or booking flow. Equivalent to GA4 begin_checkout; either name is accepted.

datafly.track('booking_started', {
  booking_type: 'flight',
  item_id: 'flt_ba_lhr_jfk_0814',
  value: 1298.00,
  currency: 'GBP'
})

Property	Type	Required	Description
`booking_type`	string	Optional	Product being booked: `flight`, `hotel`, `car`, `package`
`item_id`	string	Optional	Identifier of the item being booked
`value`	number	Optional	Total price shown at booking start
`currency`	string	Optional	ISO 4217 currency code

`add_payment_info`

Fired when a user submits their payment details during booking. Reuses the GA4 e-commerce event.

datafly.track('add_payment_info', {
  currency: 'GBP',
  value: 1298.00,
  payment_type: 'credit_card',
  booking_type: 'flight'
})

Property	Type	Required	Description
`currency`	string	Optional	ISO 4217 currency code
`value`	number	Optional	Total value of the booking
`payment_type`	string	Optional	Payment method type (e.g. `credit_card`, `paypal`, `apple_pay`, `points`)
`booking_type`	string	Optional	Product being booked: `flight`, `hotel`, `car`, `package`

`purchase`

Fired on the confirmation page after a booking is confirmed and payment taken. This is the most important conversion event — ensure it fires reliably. Equivalent to booking_completed; either name is accepted.

datafly.track('purchase', {
  transaction_id: 'BK-20264821',
  value: 1298.00,
  currency: 'GBP',
  booking_type: 'flight',
  check_in: '2026-08-14',
  check_out: '2026-08-21',
  guests: 2,
  payment_type: 'credit_card',
  items: [
    {
      item_id: 'flt_ba_lhr_jfk_0814',
      item_name: 'LHR → JFK · British Airways',
      item_category: 'Flights',
      item_brand: 'British Airways',
      item_variant: 'Economy',
      price: 649.00,
      quantity: 2,
      currency: 'GBP'
    }
  ]
})

Property	Type	Required	Description
`transaction_id`	string	Required	Unique booking reference — used for deduplication
`value`	number	Optional	Total revenue amount
`currency`	string	Optional	ISO 4217 currency code
`booking_type`	string	Optional	Product booked: `flight`, `hotel`, `car`, `package`
`check_in`	string	Optional	Check-in or departure date in ISO 8601 format
`check_out`	string	Optional	Check-out or return date in ISO 8601 format
`guests`	number	Optional	Number of guests or passengers
`payment_type`	string	Optional	Payment method used (e.g. `credit_card`, `paypal`, `points`)
`items`	array	Optional	Items booked (see Items Array Schema)

⚠️

Always send transaction_id (your booking reference) on purchase events for deduplication. Platforms like Meta CAPI and GA4 use it to prevent double-counting alongside browser-side events.

`refund`

Fired when a booking is cancelled and a refund issued. Equivalent to booking_cancelled; either name is accepted.

datafly.track('refund', {
  transaction_id: 'BK-20264821',
  value: 974.00,
  currency: 'GBP',
  reason: 'change_of_plans'
})

Property	Type	Required	Description
`transaction_id`	string	Required	Identifier of the booking being refunded
`value`	number	Optional	Amount refunded
`currency`	string	Optional	ISO 4217 currency code
`reason`	string	Optional	Cancellation reason (e.g. `change_of_plans`, `price_issue`)

`booking_modified`

Fired when a confirmed booking is amended (e.g. date change, seat upgrade, name correction).

datafly.track('booking_modified', {
  booking_id: 'BK-20264821',
  modification_type: 'date_change',
  price_difference: 45.00,
  currency: 'GBP'
})

Property	Type	Required	Description
`booking_id`	string	Yes	Booking reference
`modification_type`	string	Optional	Type of change (e.g. `date_change`, `seat_upgrade`, `name_correction`)
`price_difference`	number	Optional	Price change resulting from the modification (negative for refunds)
`currency`	string	Optional	ISO 4217 currency code

`booking_completed`

The travel-domain name for a confirmed booking — the primary conversion event. Identical to purchase; send whichever name your stack uses. Always include transaction_id for deduplication.

datafly.track('booking_completed', {
  transaction_id: 'BK-20264821',
  booking_type: 'flight',
  value: 1298.00,
  currency: 'GBP'
})

Property	Type	Required	Description
`transaction_id`	string	Required	Booking reference — used for deduplication
`booking_type`	string	Optional	`flight`, `hotel`, `car`, `package`
`value`	number	Optional	Total booking value
`currency`	string	Optional	ISO 4217 currency code

`booking_cancelled`

Fired when a booking is cancelled or refunded. Identical to refund; send whichever name your stack uses.

datafly.track('booking_cancelled', {
  transaction_id: 'BK-20264821',
  value: 1298.00,
  currency: 'GBP'
})

Property	Type	Required	Description
`transaction_id`	string	Required	Booking reference being cancelled
`value`	number	Optional	Amount refunded
`currency`	string	Optional	ISO 4217 currency code

Lead Events

Events tracking enquiries and lead capture, common for tour operators, travel agents, and high-value packages.

`generate_lead`

Fired when a user submits an enquiry, callback request, or quote request. Reuses the GA4 e-commerce event.

datafly.track('generate_lead', {
  lead_type: 'quote_request',
  booking_type: 'package',
  destination: 'Maldives',
  value: 4500.00,
  currency: 'GBP'
})

Property	Type	Required	Description
`lead_type`	string	Optional	Nature of the lead (e.g. `quote_request`, `callback`, `brochure`)
`booking_type`	string	Optional	Product enquired about: `flight`, `hotel`, `car`, `package`
`destination`	string	Optional	Destination the enquiry relates to
`value`	number	Optional	Indicative value of the enquiry, if known
`currency`	string	Optional	ISO 4217 currency code for `value`

Post-Booking Events

Events covering check-in, check-out, loyalty, and reviews.

`check_in_completed`

Fired when a traveller completes online or self-service check-in.

datafly.track('check_in_completed', {
  booking_id: 'BK-20264821',
  check_in_method: 'mobile',
  seat_selected: '14A'
})

Property	Type	Required	Description
`booking_id`	string	Yes	Booking reference
`check_in_method`	string	Optional	Method used: `web`, `mobile`, `kiosk`
`seat_selected`	string	Optional	Seat number selected during check-in (e.g. `14A`)

`check_out_completed`

Fired when a guest or traveller completes check-out.

datafly.track('check_out_completed', {
  booking_id: 'BK-20264821'
})

Property	Type	Required	Description
`booking_id`	string	Yes	Booking reference

`loyalty_points_earned`

Fired when points are credited to a customer’s loyalty account.

datafly.track('loyalty_points_earned', {
  programme_id: 'ba_avios',
  points: 1500,
  booking_id: 'BK-20264821'
})

Property	Type	Required	Description
`programme_id`	string	Optional	Loyalty programme identifier (e.g. `ba_avios`, `ihg_one`)
`points`	number	Optional	Number of points earned
`booking_id`	string	Optional	Booking that triggered the earn

`loyalty_points_redeemed`

Fired when points are redeemed from a customer’s loyalty account.

datafly.track('loyalty_points_redeemed', {
  programme_id: 'ba_avios',
  points: 10000,
  redemption_type: 'flight_discount'
})

Property	Type	Required	Description
`programme_id`	string	Optional	Loyalty programme identifier
`points`	number	Optional	Number of points redeemed
`redemption_type`	string	Optional	What the points were used for (e.g. `flight_discount`, `hotel_upgrade`, `ancillary`)

`review_submitted`

Fired when a customer submits a rating or review for a travel product.

⚠️

Do not include free-text review content as an event property. Review text may contain PII and is better stored directly in your application database.

datafly.track('review_submitted', {
  booking_id: 'BK-20264821',
  subject_type: 'hotel',
  subject_id: 'htl_ace_nyc',
  rating: 9
})

Property	Type	Required	Description
`booking_id`	string	Optional	Booking the review relates to
`subject_type`	string	Optional	Item being reviewed: `hotel`, `flight`, `car`
`subject_id`	string	Optional	Identifier of the reviewed item
`rating`	number	Optional	Rating given, on a scale of 1–10

Account Events

`sign_up`

Fired when a user completes account registration.

datafly.track('sign_up', {
  method: 'email'
})

Property	Type	Required	Description
`method`	string	Optional	Registration method (e.g. `email`, `google`, `facebook`)

`login`

Fired when a user signs in to their account.

datafly.track('login', {
  method: 'email'
})

Property	Type	Required	Description
`method`	string	Optional	Login method (e.g. `email`, `google`, `facebook`)

Items Array Schema

💡

Several events accept an items array. Each object in the array can include the following properties. The items[] array uses GA4-style field names. Signal’s server-side blueprints automatically transform these to vendor-specific formats (e.g., Meta’s contents[] with id/title fields).

Property	Type	Description
`item_id`	string	Your internal product, fare, or property ID
`item_name`	string	Display name of the flight, hotel, or car
`item_category`	string	Product category (e.g. `Flights`, `Hotels`, `Cars`, `Packages`)
`item_brand`	string	Brand (e.g. operating airline, hotel chain, car supplier)
`item_variant`	string	Selected variant (e.g. `Economy`, `Deluxe King`, `SUV`)
`price`	number	Unit price
`quantity`	number	Number of units (e.g. passengers, rooms, nights)
`index`	number	Position in list (0-indexed, relevant in list/search contexts)
`currency`	string	ISO 4217 currency code
`coupon`	string	Item-level coupon or promo code if applicable
`discount`	number	Monetary discount applied to this item
`item_list_id`	string	Identifier of the list the item was shown in
`item_list_name`	string	Name of the list the item was shown in

Vendor Mapping

The table below shows how Datafly Signal maps travel events to the native event names expected by each vendor’s server-side API. Signal uses the GA4-style event names as its canonical format, and blueprints handle the transformation to vendor-specific payloads.

Signal Event	GA4	Meta CAPI	TikTok Events API
`search`	`search`	`Search`	`Search`
`destination_searched`	`search`	`Search`	`Search`
`flight_searched`	`search`	`Search`	`Search`
`hotel_searched`	`search`	`Search`	`Search`
`car_searched`	`search`	`Search`	`Search`
`view_item_list`	`view_item_list`	`ViewContent`	`ViewContent`
`destination_viewed`	`view_item`	`ViewContent`	`ViewContent`
`listing_viewed`	`view_item`	`ViewContent`	`ViewContent`
`view_item`	`view_item`	`ViewContent`	`ViewContent`
`flight_viewed`	`view_item`	`ViewContent`	`ViewContent`
`hotel_viewed`	`view_item`	`ViewContent`	`ViewContent`
`listing_saved`	`add_to_wishlist`	`AddToWishlist`	`AddToWishlist`
`add_to_cart`	`add_to_cart`	`AddToCart`	`AddToCart`
`booking_started`	`begin_checkout`	`InitiateCheckout`	`InitiateCheckout`
`add_payment_info`	`add_payment_info`	`AddPaymentInfo`	`AddPaymentInfo`
`purchase`	`purchase`	`Purchase`	`CompletePayment`
`refund`	`refund`	(custom)	(custom)
`booking_modified`	(custom)	(custom)	(custom)
`generate_lead`	`generate_lead`	`Lead`	`SubmitForm`
`check_in_completed`	(custom)	(custom)	(custom)
`check_out_completed`	(custom)	(custom)	(custom)
`loyalty_points_earned`	(custom)	(custom)	(custom)
`loyalty_points_redeemed`	(custom)	(custom)	(custom)
`review_submitted`	(custom)	(custom)	(custom)
`sign_up`	`sign_up`	`CompleteRegistration`	`CompleteRegistration`
`login`	`login`	(custom)	(custom)

Insurance Automotive