UK travellers are unpredictable.

Blame the shaky economy, flexible work patterns, post-pandemic spontaneity, or maybe just the unseasonably mild weather. Whatever the cause, one thing’s certain: outside seasonal peaks, behaviour is erratic and audiences are hard to pin down. 

And in a noisy, competitive market, cutting through isn’t getting any easier.

To make things worse, the data you used to rely on is disappearing.
Third-party data is vanishing. First-party data is messy and incomplete. And guesswork? That’s how you burn budget and weaken performance.

So, who are your audience? What drives them? How do you reach them at the right time, in the right way?

We asked over 5,750 UK travellers exactly that.

The result: six distinct traveller personas.

From spontaneous deal-seekers to premium planners, we’ve identified who they are, what they care about, and how to reach them…before your competitors do.