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The travel industry has undergone a dramatic transformation since beginning its recovery from the devastating impact of COVID-19. Change has accelerated further in 2025, as economic uncertainty and new developments, such as tariff initiatives, pose fresh challenges for both consumers and travel providers.
Travellers are adjusting their booking habits while companies scramble to adapt their marketing approaches. These shifting behaviors, combined with ongoing uncertainties and the shift toward digital planning and booking, highlight why affiliate marketers need comprehensive, full-funnel strategies more than ever. Success now requires understanding the complete customer journey—from initial inspiration through final booking—rather than focusing only on last-click conversions.
Rakuten Advertising conducted this comprehensive consumer research to help affiliate travel marketers navigate the rapidly evolving landscape. We surveyed travelers across the United States, the United Kingdom, and Australia to understand how they discover, research, and book their trips. We then developed both global and region-specific recommendations based on the insights gained.
Travelers in the US, UK, and Australia all seek good value, but they take very different paths to make a purchase. Americans are far more likely to make spontaneous bookings and follow social media influencers. British travelers prefer to plan carefully using trusted review sites. Australians mix social discovery with serious deal hunting.
Marketers who understand these differences can create campaigns that capitalize on global truths and also incorporate powerful regional customizations. We hope you find these research findings and recommendations valuable for optimizing your travel affiliate programs.
The travel industry has undergone a dramatic transformation since beginning its recovery from the devastating impact of COVID-19. Change has accelerated further in 2025, as economic uncertainty and new developments, such as tariff initiatives, pose fresh challenges for both consumers and travel providers.
Travellers are adjusting their booking habits while companies scramble to adapt their marketing approaches. These shifting behaviors, combined with ongoing uncertainties and the shift toward digital planning and booking, highlight why affiliate marketers need comprehensive, full-funnel strategies more than ever. Success now requires understanding the complete customer journey—from initial inspiration through final booking—rather than focusing only on last-click conversions.
Rakuten Advertising conducted this comprehensive consumer research to help affiliate travel marketers navigate the rapidly evolving landscape. We surveyed travelers across the United States, the United Kingdom, and Australia to understand how they discover, research, and book their trips. We then developed both global and region-specific recommendations based on the insights gained.
Travelers in the US, UK, and Australia all seek good value, but they take very different paths to make a purchase. Americans are far more likely to make spontaneous bookings and follow social media influencers. British travelers prefer to plan carefully using trusted review sites. Australians mix social discovery with serious deal hunting.
Marketers who understand these differences can create campaigns that capitalize on global truths and also incorporate powerful regional customizations. We hope you find these research findings and recommendations valuable for optimizing your travel affiliate programs.
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