New Report from Criteo Reveals What's Driving Travel Decisions This Spring
As travelers take longer to plan and spend more thoughtfully, brands must rethink their outreach across every phase of the booking journey. Criteo's new report reveals how shifting expectations, price sensitivity, and evolving booking behaviors are reshaping the path to purchase this spring and summer.
This sponsored content was created in collaboration with a Skift partner.
Travel is beating retail in the race for wallet share. From late May to early September 2024, global travel bookings ran six index points above retail sales, and the gap widened to 17 points in the Americas, proof that discretionary budgets are tilting toward trips and experiences rather than goods. This growing appetite for travel is also driving demand for long-haul trips: Bookings for flights over 2,500 nautical miles jumped 7% in the Americas and 3% in APAC/EMEA year-over-year, signaling pent-up 'bucket-list' demand that's ripe for premium upsells such as extra legroom, lounge access, and travel insurance.
With bigger trips on the line, travelers are taking a more considered approach to planning, and the data shows just how long and competitive the path to booking has become. In March 2025, travelers took an average of nine days to secure air travel tickets and 12 days to book hotels, while the slowest quartile browsed options for 33-40 days. Consider the data that travelers view 21 hotel options (five times more than flights) before committing, and the message is clear: Always-on nurturing, dynamic creative, and early retargeting decide the accommodation race.
'Travelers opting for long-haul flights are increasingly seeking experiences that justify the journey. They're spending more time researching, planning further in advance, and carefully considering added benefits that enhance the overall travel experience,' said Riccardo Russo, head of travel, EMEA, at Criteo. 'Marketers who take a full-funnel approach starting with emotionally resonant and personalized creatives, then reinforcing their messages with retargeting offers like flexible packages, insurance, or loyalty perks, and sustaining engagement through retention tactics are seeing the strongest results across the entire booking journey.'
Zooming out, rising costs are clearly a factor, but they're not deterring demand. Nearly half of global consumers admit that rising prices are reshaping their 2025 plans, yet two-thirds still maintain or increase travel spending, ranking trips as an essential lifestyle expense. Brands that spotlight flexible pricing, loyalty perks, and clear value can win both the bargain hunters and the high spenders who are still eager to roam.
Insights from Criteo's new Spring 2025 Travel Pulse report unpack commerce and consumer data into clear guidance for travel marketers, highlighting the shifts in demand, booking behaviors, and media influence that brands will need to master as the summer surge approaches.
'The data shows clear shifts not just in when and how people book, but in what inspires them and drives trust. Whether catering to last-minute US travelers, engaging early-booking Europeans, or reaching APAC consumers with value-driven offers, the opportunity lies in adapting fast and personalizing with precision,' said Sarah Rathamone, director, new verticals at Criteo.
The Spring 2025 Travel Pulse report from Criteo combines commerce data and a 14,000-consumer survey to create a clear playbook for the peak season ahead, including regional timing maps and actionable advice on converting browsers into bookers.
In this report, you'll find:
Spring traveler insights on current behaviors shaping booking patterns and trends
Benchmarks highlighting differences between hotel and flight booking behaviors
Media trends uncovering shifts in touchpoints and their implications for channel strategy
Campaign guidance for aligning calendars with regional and generational travel patterns
Pricing sensitivity trends revealing how cost influences traveler booking decisions
Strategies for balancing value messaging with premium upsells amid rising costs and varied consumer confidence
Actionable tactics, including creative approaches and targeting recommendations to convert high-intent travelers through summer and beyond
This content was created collaboratively by Criteo and Skift's branded content studio, SkiftX.
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