In today’s travel market, understanding your audience has never been more important… or more difficult.

Changing economic conditions, shifting work patterns and post-pandemic spontaneity mean UK travel behaviour is more erratic than ever.

Outside of seasonal peaks, audiences are harder to find and harder to predict.

At the same time, the data you once relied on is disappearing. Third-party cookies are on the way out. First-party data is often fragmented.

So how do you reach high-intent travellers in a world of diminishing data and rising privacy expectations?