Connected commerce: Where travel intent goes, commerce follows

Explore how travel intent reveals what consumers may buy next and how new Criteo Travel Audiences capabilities help marketers drive performance.

Travel planning happens across a fragmented journey

Travelers move across a growing mix of touchpoints as they plan. They may find inspiration through connected TV or social video, compare providers on a laptop, read reviews on a phone, and return to a travel site when they are ready to book.

AI is also becoming part of this process. Globally, 40% of travelers surveyed by Criteo said they would find AI useful for destination ideas, while another 40% cited accommodation recommendations.

For marketers, the opportunity is to interpret these signals together. A single interaction may offer limited context, but a pattern of observed behaviors can reveal where someone is in the planning process, what they are considering, and what they may need next.

Travel is a catalyst for downstream purchases

A flight search, hotel comparison, cruise inquiry, or vacation package review may not look like a retail transaction, but it is an important commerce signal. It can reveal timing, preferences, spending capacity, household needs, and future purchase potential.

• A family planning a beach vacation might soon need swimwear, sunscreen, luggage, snacks, and children’s entertainment.
• A business traveler booking an international flight may begin researching premium luggage, airport lounge access, noise-canceling headphones, roaming plans, wrinkle-resistant apparel, or travel rewards credit cards.

Travel behavior also reveals broader lifestyle preferences and spending patterns, making travel intent especially valuable.

More ways to activate Travel Audiences with Criteo

Last year, Criteo introduced Travel Audiences to help advertisers reach travelers based on observed booking, browsing, and commerce signals.

What Travel Audiences mean for travel marketers

For travel advertisers, Travel Audiences create new opportunities to engage consumers during high-intent planning windows, when research activity and booking considerations peak.
Travel brands can connect with travelers through personalized advertising.

What Travel Audiences mean for marketers beyond travel

For retailers and commerce marketers, Travel Audiences provide a way to reach consumers who are already preparing to spend, with opportunities spanning various categories.

Bringing travel intent into commerce media

Travel Audiences help marketers act on signals throughout the broader journey—from inspiration and planning to booking and pre-trip purchases. Criteo brings together travel and commerce signals with AI-driven optimization, cross-channel activation, and performance measurement.

Because where someone is going can reveal a great deal about what they will need next.