Why this matters for travel marketers

Travel is now an always-on opportunity shaped by early planning, real-time mobility updates, cultural moments, and a constant search for value.

From weekend city breaks to overseas sun escapes, audiences show strong intent across the open web when content aligns with savings, experiences, or timely information.

By understanding how people plan, compare, and book, advertisers can reach travelers at the exact moment intent peaks. This includes moments when they research low-cost deals, track transport disruptions, or explore top destinations such as Spain, France, and Italy.

As travel behavior continues to shift through 2025, these insights give marketers the clarity to build smarter, context-driven campaigns for H1-2026. Stay ahead of demand and turn traveler intent into real performance with our data-driven report!

Key Interests

Experiences & Events

Cultural moments drive strong interest, from Easter, the year’s biggest travel period, to high-engagement days like St. Patrick’s Day (56% engagement) and Victory in Europe Day (VE Day).

Travelers also explore concerts, festivals, and outdoor activities, especially heading into Q2.

Sun, Beach & Escapes

Sun-led destinations dominate the top choices for both budget-conscious and luxury travelers.

Spain, France, and Italy rank highly for their mix of beaches, food, culture, and easy connections from the UK.

Weekend Trips & City Connections

Quick getaways fuel continuous demand.

City-to-city routes, such as Glasgow ↔ Edinburgh or Manchester ↔ Liverpool, attract travelers looking to maximize short stays with packed itineraries.

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