Marriott Media and Kinective Media by United Airlines jointly released The Psychology of Travel Audiences on February 25. This research series examines how consumer mindsets evolve during the travel experience and highlights valuable marketing opportunities.

Each phase of the travel journey offers distinct windows for brand engagement, particularly when travelers are more inclined to discover new experiences. Findings include:

• Travelers are 75% more receptive to new brands while on the move.
• Major expenditures can diminish perceived costs of upgrades and additional purchases.
• Critical emotional and engagement moments in travel often go underappreciated by marketers.
• Regular travelers show greater brand loyalty and spending capability.
• A significant percentage of travelers frequently make spontaneous purchases during trips.

The insights derived from this research will shape future marketing tactics and applications throughout 2026, targeting the intersection of consumer engagement, mindset, and purchasing behavior.