The Psychology of Travel Audiences explores how consumer mindset shifts across the travel journey and why those moments create powerful opportunities for brands
Marriott Media and Kinective Media by United Airlines announced the release of The Psychology of Travel Audiences, a new joint research series, on Wednesday, 25th February.
The Psychology of Travel Audiences explores how consumer mindset shifts across the travel journey and why those moments create powerful opportunities for brands.
Grounded in behavioural science, proprietary first-party data, and insights from over 2,000 travelers and 200 senior marketers, the research identifies key phases of traveler psychology and the most underutilized moments for brand connection.
That the results of the research should be released now is timely: today’s marketers face record fragmentation, declining attention, and rising acquisition costs,
Experts involved in the study revealed that travel is one of the last environments where audience mindset, attention, and purchase intent align simultaneously.
Relevant findings
The research establishes travel as both the right moment and the right mindset for modern marketing and for brands to take advantage of.
The most relevant findings are as follows:
- People are significantly more open to new brands and experiences while traveling and 75 percent of travelers cited feeling more open to discovery compared to everyday life;
- Large pre-paid expenses create a “contrast effect,” making upgrades and impulse purchases feel smaller;
- In-transit and in-destination moments deliver peak dwell time and emotional positivity, yet remain underutilized by marketers;
- Frequent travelers are a premium audience, earning more, spending more, and demonstrating deeper brand trust;
- Over 85% of travelers make unplanned purchases during trips, and tens of millions of Marriott reservations are made within days of a prior stay ending; and
- Three out of four consumers trust their top travel provider’s recommendations and advertising.
The Psychology of Travel Audiences will continue throughout 2026, with future installments translating these insights into practical applications for brands, including tactical frameworks and real-world use cases.