How Identity, Influence, and Discovery Are Reshaping Leisure Travel

Leisure travel planning in 2025 appears less like a traditional sales funnel and more like a web of channels and pathways.

In this evolving booking environment, travel marketers face both tactical challenges and strategic opportunities. Marketing effectiveness now depends on aligning inspiration, relevance, and conversion across multiple platforms.

A new research report from Skift and Amazon Ads reveals key indicators signaling a significant mindset shift among U.S. travelers. It examines in depth how travel marketers and advertisers can capitalize on opportunities in the evolving marketplace.

In this report:

• Findings from a survey of more than 1,600 U.S. travelers: Peek into their preferences at every stage of the consideration and purchase process, including the pre-planning and traveling phases.
• 81% of travelers said their budgets will be the same or higher in the next 12 months: Understand why travelers may be watching every dollar but budgeting for travel as a necessary expense.
• Nearly two-thirds of consumers traveled for “relaxation” or wellness” in the past year: See how “mindful” travel includes more places and unique spaces alongside traditionally popular cities and attractions.
• The average customer journey now spans multiple channels and timelines: Explore new sources of traveler inspiration and influence that complement and enhance existing ones.
• Five key strategies for the modern travel marketer to meet these moments across various channels: Learn how brands can inspire, influence, and convert potential customers in this environment.