New research from Audience2Media reveals how different generations discover, choose and justify travel and leisure experiences and what this means for brands trying to win in a cautious consumer market. Based on a nationally representative study of 1,000 UK consumers, the new report goes beyond surface trends to uncover the psychology driving today’s travel decisions.
The UK travel and leisure market isn’t shrinking, it’s becoming more selective. Consumers still want experiences, but they are now planning further ahead, scrutinising their spending more closely, relying on different sources of influence depending on their age, and defining “value” in fundamentally different ways. For marketers, this means yesterday’s assumptions about inspiration, loyalty and luxury no longer apply. The agency’s research explains what has changed, why it has changed, and how to respond.
The report uncovers how Gen Z, Millennials, Gen X, and Baby Boomers differ psychologically – not just what they do, but why they do it. It explores how influence really works today, from word of mouth to algorithms and creators, and explains how planning horizons affect media strategy, including when discovery and bookings actually happen. The report explores how leisure and holidays operate as two distinct markets, each with different spending patterns and emotional drivers.
Tony Laskar, CEO of Audience2Media, said, “In today’s fast-moving travel and leisure market, understanding what drives consumer choices is more important than ever. Drawing on data and our deep understanding of audience behaviour, this report reveals how today’s travellers make decisions and what drives their choices and it’s available free to all marketing professionals.”
To download the free report, visit: The Value-Driven Traveller | Audience2Media.
