Financial
services
EXECUTIVE SUMMARY
Trips are a big financial investment for many travelers. Naturally, they want to make every dollar count—from using apps to track their budget to maximizing credit card miles.
Travelers also want to protect their travel funds. Hence, they value financial service brands that offer convenience and security.
All data shown is sourced from Tripadvisor’s Brands We Travel With study (2024), unless otherwise stated.
TRAVELER JOURNEY
When are travelers most likely to consider financial services in their journey?
dreaming 49 index
planning 138 index
booking 67 index
preparing 112 index
transiting 49 index
exploring 85 index
Key Finding
The financial implications of a trip start becoming a reality in the Planning stage.
Key Finding
During the Booking stage, the focus shifts to the transactions themselves.
Top brands that travelers love
01
Visa
02
PayPal
03
Bank of America
04
Mastercard
05
Capital One
01
PayPal
02
Mastercard
03
Visa
04
Barclays
05
Apple Pay
01
Visa
02
PayPal
03
Mastercard
04
Apple Pay
05
Crédit Agricole
01
Mastercard
02
PayPal
03
Visa
04
Intensa SanPaolo
05
BancoPosta
01
Visa
02
PayPal
03
Mastercard
04
Commonwealth Bank
05
National Australia Bank
01
Visa
02
Rakuten Card
03
JCB
04
PayPay
05
Rakuten Pay
01
Paytm
02
Google Pay
03
PhonePE
04
Visa
05
State Bank of India
Generational Popularity
Younger travelers tend to engage with financial services more than older ones as they’re more attuned to apps and online forms of payment.
Millennials
32%
Gen Z
30%
Gen X
24%
Boomers
23%
Trip Types
International and long-haul trips are the top—and often the most expensive—trip types where travelers consider the financial services they need for a seamless getaway.
International trips
51%
Long-haul trips*
45%
Longer holidays (5+ nights)
42%
Family vacations
36%
Multi-destination trips
33%
*6+ hours of travel time
SUBCATEGORY ENGAGEMENT
The ability to make cash withdrawals and transactions on ATMs is especially important to travelers.
ATMs
42%
Credit cards
40%
Online banking platforms
40%
Mobile payment systems
37%
Digital wallets
33%
So, what does this mean for your brand?
Partner with us to influence travelers at the perfect moment.
Reach outTravelers want to maximize their travel spend
Despite rising costs, 93% of Tripadvisor users plan to spend more or the same on travel this summer as they did in 2023.⁷ And they turn to Tripadvisor for guidance to make trip decisions with confidence.
Help travelers make the most of their travel budget
Market your brand with Tripadvisor’s array of custom tools, from creating custom calculators to sponsored podcast episodes on budgeting hacks.
Offer discounts to entice money-conscious travelers
Experiences can be expensive, but a great discount sweetens the deal. Visa offered an exclusive discount code on Tripadvisor, and the campaign secured 7M+ impressions and an above-average recall of 38%.