Personal
care
Executive Summary
Personal care products are staples in every traveler’s journey. Beyond the basic toiletries, moisturizers, deodorants, and razors are essentials, too—all to look good on vacation.
That said, travelers give extra consideration for personal care when taking longer, farther trips, or when they’re with family.
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 personal care in their journey?
dreaming 33 index
planning 62 index
booking 28 index
preparing 380 index
transiting 35 index
exploring 53 index
Key Finding
Before departure, travelers pack all the personal care products they need to look and feel their best on trips.
63%
of those who consider personal care products do so in the Preparing stage—6x more likely than at any other point in the journey.
Key Finding
While personal care is considered by every traveler, longer trips spur many to prepare for ‘just-in-case’ moments.
Top Brands that Travelers Love
01
Crest
02
Colgate
03
Dove
04
Neutrogena
05
Gillette
01
NIVEA
02
Colgate
03
Dove
04
Oral-B
05
Boots
01
NIVEA
02
Signal
03
L'Oréal
04
Yves Rocher
05
Colgate
01
NIVEA
02
L'Oréal
03
Gillette
04
Dove
05
Garnier
01
Colgate
02
Dove
03
NIVEA
04
Rexona
05
Gillette
01
Bioré
02
NIVEA
03
Shiseido
04
Gum
05
Curél
01
Dove
02
Colgate
03
Himalaya
04
NIVEA
05
Dettol
Generational Popularity
Younger travelers are more likely to invest in personal care products when traveling.
Millennials
38%
Gen Z
35%
Gen X
30%
Boomer
28%
Trip Types
Those traveling longer and farther give more thought to the personal care category—likely to be prepared for potential hiccups.
Longer holidays (5+ nights)
42%
International trips
39%
Family vacations
37%
Long-haul trips*
36%
Domestic trips
31%
*6+ hours of travel time
Subcategory Engagement
While every personal care item is important, oral care products and toiletries are absolute must-haves.
Oral care products
78%
Toiletries
78%
Personal hygiene items
73%
Skincare products
70%
Hair care products
65%
So, what does this mean for your brand?
Partner with us to influence travelers at the perfect moment.
Reach outTravelers stock up on personal care consistently
They spend big, and often. 98% of Tripadvisor’s global users purchase personal care products across multiple categories monthly.⁴
Spotlight your product to travelers looking for guidance
Leverage Tripadvisor’s Native Shoppable Widget, which recommends your product on pages that travelers rely on for relevant guidance.
Win travelers over with sweepstakes and giveaways
Kiehl’s worked with Tripadvisor to run the Kiehl’s Loves Travel Sweepstakes, offering a free trip to New York City. The result? 53% of participants said they were highly likely to buy Kiehl’s products within the next three months.