Retail
Executive Summary
From getting a new winter coat to the perfect pair of sunglasses, travelers spend lots of time dressing well for their trips.
Shopping goes well beyond the Preparing stage, too. At their destinations, travelers save luggage space and splurge on new items—especially clothing.
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 retail in their journey?
dreaming 50 index
planning 99 index
booking 66 index
preparing 163 index
transiting 43 index
exploring 180 index
Key Finding
Travelers want to look their best on vacation, and an upcoming trip makes a great reason to buy new outfits and accessories.
Key Finding
Shopping for clothes is a big in-destination activity for travelers too.
TOP BRANDS THAT TRAVELERS LOVE
01
Walmart
02
Amazon
03
Target
04
Macy's
05
Nike
01
Primark
02
Boots
03
Amazon
04
Next
05
Marks & Spencer
01
Nike
02
Decathlon
03
H&M
04
ZARA
05
Amazon
01
Amazon
02
Decathlon
03
Nike
04
ZARA
05
Adidas
01
Kmart
02
BIG W
03
Chemist Warehouse
04
Target
05
Amazon
01
Uniqlo
02
MUJI
03
AEON
04
Nike
05
SHIMAMURA
01
Amazon
02
Flipkart
03
Myntra
04
H&M
05
Nike
Generational Popularity
While travelers of all ages engage with retail across the travel journey, millennials lead the pack when it comes to shopping. 39% of millennials consider retail when traveling.
Millennials
39%
Gen Z
36%
Gen X
36%
Boomers
30%
Trip Types
Travelers want to look great in family photos, and are most likely to shop before a trip with their loved ones.
Family vacations
40%
International trips
36%
Longer holidays (5+ nights)
34%
Domestic trips
33%
Long-haul trips*
26%
*6+ hours of travel time
Subcategory Engagement
Travelers will splurge on brand-new clothes before and during their trip.
Clothing
81%
Personal care products
54%
Shoes
51%
Accessories (e.g. hats)
49%
Luggage
35%
So, what does it mean for your brand?
Partner with us to influence travelers at the perfect moment.
Reach outTravelers turn to stores before a trip, not their closets
89% of travelers will purchase clothes before a trip to dress up for the occasion.⁵ In fact, 76% of Tripadvisor’s users buy clothing, shoes, or sports apparel/equipment every month.⁴
Serve style inspiration to travelers looking for guidance
Tap into Tripadvisor’s custom tools, like AI packing planners and interactive quizzes, to recommend a look that perfectly matches a traveler’s trip.
Create the go-to travel lookbook
StitchFix partnered with Tripadvisor to launch a quiz providing style recs for trending trips, resulting in thousands of submissions and buzzworthy press from the likes of Thrillist and Travel & Leisure.