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New research from Expedia Group Advertising highlights how travelers generate significant spending beyond traditional travel bookings. The study shows that trip planning frequently leads to purchases in retail, beauty, electronics, and financial services.
According to the report by Expedia Group, travelers spend an average of $500 per trip on non-travel products, creating a notable opportunity for brands targeting consumers during the travel planning cycle.
Key Facts
- Organization: Expedia Group Advertising
- Research scope: 3,500 travel decision-makers surveyed
- Markets covered: U.S., U.K., Canada, France, Japan, Mexico, Australia
- Average non-travel spend: $500 per trip globally
- Research partner: The Harris Poll
Key Takeaways
- Travelers often make retail purchases linked to trips.
- Non-travel spending averages one-quarter of total trip cost.
- Gen Z travelers show the highest purchasing activity.
- Post-trip purchases remain common after travelers return home.
- Travel planning creates strong consumer purchase intent.
What Does Expedia’s Travel Spending Research Reveal?
The research from Expedia Group Advertising shows that 62% of travelers purchased non-travel products for their most recent leisure trip. Among younger travelers, the trend is even stronger, reaching 75% among Gen Z and 72% among Millennials.
While global average spending on these items is around $500, travelers in the United States spent an average of $660, while those in France and Australia reported similar spending levels above $600.
The study suggests that travel planning triggers a wider shopping cycle across multiple product categories beyond flights and hotels.
What Products Do Travelers Buy for Their Trips?
Before departing, travelers frequently purchase items to prepare for their journeys. Clothing, beauty products, travel gear, and electronics ranked among the most common categories.
Top pre-trip purchases include:
- Clothing, shoes, and accessories (70%)
- Beauty and personal care products (63%)
- Travel gear and equipment (53%)
- Electronics and technology products (39%)
Younger travelers are particularly active shoppers. Gen Z respondents reported higher spending on electronics, travel accessories, and even financial services tied to travel.
Spending Continues During and After the Trip
The research also highlights how traveler spending continues during and after travel experiences.
During trips, the most common purchases include local retail shopping and packaged food or drinks. After returning home, many travelers continue shopping based on experiences they discovered abroad.
Post-trip consumer behavior includes:
- Buying food or drinks discovered while traveling
- Purchasing clothing from newly discovered brands
- Printing photos or creating travel memorabilia
According to Jennifer Andre, Vice President of Sales at Expedia Group Advertising, travel planning represents a strong consumer intent signal for marketers.
She noted that travelers often enter a sustained period of high-intent spending once they begin planning a trip, creating opportunities for brands outside the travel sector.
Why Are Travelers Open to Advertising During Trip Planning?
The study indicates that travelers are generally receptive to relevant advertising while browsing travel websites and apps.
Many respondents said advertisements help them:
- discover new products
- remember items they need for trips
- find deals on planned purchases
For marketers, travel planning environments offer access to audiences already preparing to spend money across multiple categories.
About the Destination
Travel remains one of the world’s largest consumer sectors, connecting tourism, retail, and hospitality industries across global markets. Major travel platforms like Expedia Group play a central role in connecting travelers with airlines, hotels, and tourism experiences.
As international travel demand continues to recover and expand, the broader economic influence of traveler spending is becoming increasingly important for multiple industries.
Book Tour & Experiences
Travellers visiting different destinations can pre-book activities and guided tours through Go City, which offers sightseeing tours, museum tickets, and local experiences in cities worldwide.
Industry Insight
The findings reflect a growing trend where travel platforms function as broader consumer marketplaces, not just booking tools. As travel planning becomes more digital, advertising and retail integration within travel ecosystems is expected to expand.
Check Availability
Travelers planning their next trip can compare hotel prices and availability across major booking platforms including Booking.com, Trip.com, Agoda, Expedia, and Klook. Comparing multiple platforms often helps travelers find the best rates, promotions, and package deals.
• Book hotels on Booking.com
• Find hotel deals on Agoda
• Compare hotel prices on Trip.com
• Search hotel deals on Expedia
• Explore tours and travel experiences on Klook
Travel Tools
Travelers looking for recommended travel products and digital tools can explore this curated resource on our website. These tools include travel gear, connectivity options, and services frequently used by international travelers.
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