UK travellers are a moving target.

Whether its our wildly unpredictable weather,  shaky economy,  rising flexible working patterns or just residual post-pandemic spontaneity, one thing is clear – outside of peak seasons, clear patterns are rare…and in a crowded market, that makes staying ahead even harder.

On top of that, reaching the right audience is tougher than ever. With third-party data on the way out and first-party data often patchy or siloed, brands are left guessing.

To really uncover how they plan, what drives them and when they’re most likely to book, we surveyed over 5750 UK travellers.

The result? Six distinct personas ready to reach — from last-minute deal hunters to high-end experience seekers. We’ve mapped who they are, where they are, and how to reach them before someone else does.

Ready to find your next customer?