Why top brands target travellers (and why you probably should too).
The late, great Jeremy Bullmore once told me that he believed that if you could sell a brand to a couple on their honeymoon, you might well win two customers for life.
One of the delightful quirks of human behaviour is that people are never more open to new ideas, new brands, and, crucially, new purchases than when they’re planning to go somewhere else. Travel doesn’t just broaden the mind; it widens the wallet.
Through the work I’ve done with MAD//Masters for Expedia Group, I’ve seen them discover that the people plotting their next escape are the very same people who are disproportionately primed to buy… well, almost anything:
💡 20% more likely to prefer buying a brand-new car
💡 12% more likely to want to try new restaurants
💡 20% more likely to have played a video game in the last month
💡 27% more likely to be hunting for cosmetics advice online
💡 29% more likely to make in-app purchases
In other words: travellers are not just travellers. They’re high-intent consumers temporarily disguised as people booking a holiday.
So how do you reach this gloriously ready-to-buy audience?
Go beyond the booking site: Expedia Group’s offsite advertising ensures your brand pops up in the places people spend their digital lives, social feeds, streaming services, and the broader web.
Use signalling, not guesswork: With 175+ targeting parameters, people can speak directly to their ideal customers and their lookalike cousins.
Make the creative sing: Expedia’s award-winning E Studio team builds campaigns that don’t just look pretty; they convert by capturing attention in the messy, irrational world where real decisions are made.
If you want to reach people who are already in a state of psychological “yes,” this is your audience.
Learn more about this here – https://lnkd.in/etGVtWtj
Expedia Group MAD//FEST Sam Benton Ernst-Jan de Planque Angelique Miller
