Marriott and United Airlines Unveil New Research Series

Image: Study from Marriott Media and Kinective Media by United (Photo Credit: Marriott Media)

by Phil Cappelli
Last updated: 12:10 PM ET, Thu February 26, 2026

Marriott Media and Kinective Media by United Airlines unveiled a new research series exploring how consumer mindsets shift during travel and why those moments may offer heightened advertising opportunities for brands.

The study, titled The Psychology of Travel Audiences, is based on behavioral science, first-party data and insights from more than 2,000 travelers and 200 senior marketers.

Key findings show that 75% of travelers report feeling more open to discovery compared to everyday life, and 85% of travelers make unplanned purchases during trips.

These results suggest that travel offers a receptive environment for brand engagement.

While marketers deal with fragmentation, declining attention and rising acquisition costs, this data places travel as one of the last environments where audience mindset, attention and purchase intent align.

The Psychology of Travel Audiences will continue throughout 2026 and will focus on translating these insights into practical applications for brands.

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Jen Mallia

Senior Editor

Jen Mallia is an Edmonton-based writer, editor, and Oxford comma apologist. She is a former senior editor of the CAA/AMA Insider magazines and has written for a host of publications, including The Globe and Mail. National Post, The Guardian, Today's Parent, and InStyle.