Travellers consider buying ‘non-travel’ brands on trips – Tripadvisor


A massive 84% of global travellers actively consider purchasing non-travel brands or products, such as electronics, personal care items, retail, streaming, food, alcohol and financial services, when planning or during trips.

That’s according to Tripadvisor, the world’s largest travel guidance platform, which has published “Brands We Travel With”, an insights-led report revealing the significant opportunities brands across all categories have to engage with consumers throughout their travel experience.

Tripadvisor report

Results from the study also found that Millennials and Gen Z were the most open to engage, with 90% interacting with non travel brands during trip planning, compared to 81% of Boomers and Gen X.

Younger travellers over-indexed in purchase consideration across every adjacent category measured.

This heightened level of engagement, which starts at the point of inspiration, suggests brands can effectively connect with and influence the preferences and buying behaviours across demographics during the travel customer journey.

“The end-to-end travel journey creates numerous moments for brands to connect with consumers”, said Matthew Dacey, Vice President, Global Marketing, Tripadvisor.

“Travellers are not only open to new experiences and offerings, but are also making some of their largest decisions on discretionary spend during this time.

“From the planning stages to in-destination, advertisers across every sector can unlock incredible opportunities to capture attention and influence purchase decisions, especially among younger travellers.”

“For brands that leverage these audience insights and incorporate travel solutions into campaign planning, every trip becomes an opportunity to create meaningful relationships and capture share with this group of highly engaged and receptive consumers.”

In partnership with Qualtrics, Tripadvisor surveyed 4,000 travellers across seven markets, from the US and UK to France, Italy, Australia, India, and Japan.

The study delved into purchase preferences across 14 brand categories mapping insights to each phase of the travel journey, including inspiration, research and planning, in-transit and during the trip.

Key findings 


Interestingly, outside of intuitive media resources like travel guidance sites, travellers were nearly twice as likely to engage with streaming services during the inspiration phase as any other non-travel category.

This signals the importance of digital content in shaping travel decisions. Millennials and Gen Z are 62% more likely to consider streaming as part of their trip overall.

For older travellers, streaming services play a bigger role during travel.

Research & Planning

As travellers transition to the booking phase, financial services see a 39% boost in consideration with consumers favouring services that offer convenience and robust safety measures.

During this phase, global respondents are 40% more likely to leverage budgeting and expense tracking apps and nearly one in four will consider travel insurance.

Millennial and Gen Z travellers are more likely to embrace financial services like digital wallets, and younger travellers are 92% more likely to embrace peer to peer payment apps.


Travellers are six times more likely to consider personal care and twice as likely to consider electronics when preparing for a trip than during any other phase of travel.

Younger travellers are specifically seeking eco-friendly personal care products, and 81% more likely than older travellers to trial innovative product formulas in new products.

Millennials and Gen Z are also 79% more likely to prefer brands endorsed by experts. Electronics remain a staple for long haul trips and drive consideration during planning as well.

Gen Z and Millennial travellers are 166% more likely to consider portable gaming consoles and 87% more likely to consider smartwatches for travel.

Transit and In-Destination

While in transit, travellers seek convenient access to snacks while alcohol and fast-food play a bigger role in-destination. Parents are 25% more likely to consider snacks and packaged foods during travel.

Conversely, Gen Z and Millennial travellers are 144% more likely to consider energy drinks on the road.

Notably, alcohol consideration peaks by five times when in destination. Consideration for Quick Service Restaurants and Fast Food double in-destination with one in five seeking a sense of variety or newness possibly signalling a desire to try regional favourites.