A new study from Expedia Group, based on insights from more than 3,000 travellers, is reshaping how marketers should think about consumer behaviour. The research shows that travel is not just a leisure activity. It is a powerful and predictable trigger that drives a three-phase purchasing journey, giving brands high-intent opportunities to engage consumers before, during, and after their trips.
For UK marketers, the findings provide a clear framework for activating relevant messaging at moments when consumers are most open to influence.
The Three Phases of the Travel Consumer Journey
Pre-Trip: A Surge in Purchase Intent
The period leading up to a trip is a high-spending phase as consumers prepare both practically and aspirationally.
According to the study:
- 81 percent of UK travellers purchase clothing
- 78 percent buy beauty or personal care products
- Travellers spend an average of £280 on non-travel purchases before departure
This pre-trip window is a key opportunity for retail, fashion, and beauty brands to capture demand. Consumers are actively planning and researching, which makes them more open to discovery and persuasion.
From an SEO perspective, brands should align content with high-intent queries such as travel outfit ideas, holiday beauty essentials, and what to pack for vacation.
In-Trip: Discovery and Premium Brand Engagement
During the trip itself, behaviour shifts from planning to exploration. Travel environments such as airports and lounges become powerful discovery channels.
- 51 percent of UK travellers discover luxury or premium brands while travelling
- This compares to 37 percent globally
This highlights the importance of contextual and location-based marketing. Travel media placements, airport retail, and in-app experiences can influence consumers at a moment when they are curious and open to new brands.
Travellers are often more willing to explore premium products and upgrade their purchases during this phase.
SEO strategies can tap into queries such as airport shopping, duty-free deals, and luxury travel brands.
Post-Trip: Sustained Demand and Inspiration
The journey continues after travellers return home, with strong purchase intent still evident.
- 72 percent of UK travellers make a purchase after returning
- Among Gen Z, this rises to 87 percent
Post-trip purchases are often influenced by experiences, exposure to new products, and a desire to recreate moments from the trip. This creates strong opportunities for retargeting, CRM campaigns, and social commerce.
SEO opportunities include travel-inspired shopping, products discovered on holiday, and post-vacation trends.
Advertising Receptivity: A Highly Engaged Audience
The study also reveals that travellers are highly receptive to advertising across categories:
- 52 percent welcome ads from retail, fashion, tech, and beauty brands
- 59 percent are open to food and beverage advertising on travel platforms
This shows that travel platforms offer a more engaged environment than many traditional digital channels. Consumers are in a planning or discovery mindset, which increases the effectiveness of brand messaging.
High-Value Consumers Driving £500 Per Trip Spend
The official findings also show that travellers spend around £500 per trip on non-travel purchases. This positions them as high-value consumers across multiple categories, from retail to food and beverage.
For marketers, travel signals indicate both intent and spending power, making them highly valuable for targeting strategies.
What This Means for Marketers
The implications are clear:
- Travel data can be used to predict purchase intent across multiple verticals
- Brands should activate campaigns across pre-trip, in-trip, and post-trip stages
- Messaging should be tailored to the traveller mindset at each phase
- Travel platforms are emerging as key retail media channels
Conclusion: Travel as a Predictable Intent Signal
The insights from Expedia Group confirm that travel is a structured consumer journey with clear commercial value.
Each phase offers brands a distinct opportunity to influence decisions and drive conversions. Marketers who align their strategies with this journey can create more relevant experiences and unlock stronger performance.
In a competitive digital environment, travel stands out as a reliable and underutilised intent signal that brands can no longer afford to ignore.
The convergence of tech and brands 