Marriott Media and Kinective Media by United Airlines introduced the discharge of The Psychology of Travel Audiences, a new joint analysis sequence, on Wednesday, twenty fifth February.
The Psychology of Travel Audiences explores how shopper mindset shifts throughout the travel journey and why these moments create powerful alternatives for manufacturers.
Grounded in behavioural science, proprietary first-party knowledge, and insights from over 2,000 vacationers and 200 senior entrepreneurs, the analysis identifies key phases of traveler psychology and essentially the most underutilized moments for model connection.
That the outcomes of the analysis must be launched now is well timed: in the present day’s entrepreneurs face file fragmentation, declining consideration, and rising acquisition prices,
Experts concerned within the study revealed that travel is one of many final environments the place viewers mindset, consideration, and buy intent align concurrently.
Relevant findings
The analysis establishes travel as each the appropriate second and the appropriate mindset for fashionable advertising and marketing and for manufacturers to reap the benefits of.
The most related findings are as follows:
- People are considerably extra open to new manufacturers and experiences whereas touring and 75 % of vacationers cited feeling extra open to discovery in comparison with on a regular basis life;
- Large pre-paid bills create a “contrast effect,” making upgrades and impulse purchases really feel smaller;
- In-transit and in-destination moments ship peak dwell time and emotional positivity, but stay underutilized by entrepreneurs;
- Frequent vacationers are a premium viewers, incomes extra, spending extra, and demonstrating deeper model belief;
- Over 85% of vacationers make unplanned purchases throughout journeys, and tens of hundreds of thousands of Marriott reservations are made inside days of a prior keep ending; and
- Three out of 4 consumers belief their prime travel supplier’s suggestions and promoting.
The Psychology of Travel Audiences will proceed all through 2026, with future installments translating these insights into sensible purposes for manufacturers, together with tactical frameworks and real-world use instances.
