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, this report goes beyond surface trends to uncover the psychology driving today’s travel decisions.
What’s Trending in the Data
The UK travel and leisure market isn’t shrinking, it’s becoming more selective.
Consumers still want experiences, but they now:
- Plan further ahead
- Scrutinise spending more closely
- Rely on different influence sources by age
- Define “value” in fundamentally different ways
For marketers, this means yesterday’s assumptions about inspiration, loyalty and luxury no longer apply.
This research explains what has changed, why it has changed, and how to respond.
What You’ll Learn
When you download the full report, you’ll uncover:
How Gen Z, Millennials, Gen X and Baby Boomers differ psychologically
Not just what they do. but why they do it.
How influence really works today
From word of mouth to algorithms and creators.
How planning horizons affect media strategy
Including when discovery and bookings actually happens.
How leisure and holidays operate as two different markets
With different spend patterns and emotional drivers.
What “value” really means to each generation
And how to communicate it credibly.
“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.”
Tony Laskar, CEO, Audience2Media
Request the Full Report Here...
Complete the form below and we’ll email the full report – get ready to understand how today’s travellers really choose and how your brand can win at the moment of decision.
