In Brief: New research from Expedia Group reveals that travelers spend an average of $500 on non-travel purchases per trip, with most making significant retail, financial, and lifestyle purchases before, during, and after travel, highlighting opportunities for brands beyond the travel sector to reach a receptive audience.

Expedia Group Advertising has released findings from a global study examining travelers’ spending beyond their core travel expenses. The research surveyed 3,500 travel decision-makers across seven countries, focusing on how much travelers spend on non-travel items related to their trips. The results show that travelers are a valuable consumer segment, making substantial purchases in categories such as retail, electronics, and financial services.

Key Findings on Traveler Spending

The study found that, on average, travelers spend $500 on non-travel purchases per trip. This figure accounts for roughly a quarter of the average $2,000 spent on travel itself. The spending is even higher in some countries, with U.S. travelers averaging $660, those in France $650, and Australians $610. A majority of travelers (62%) reported making at least one non-travel purchase for their most recent major leisure trip. The rate is higher among younger travelers, with 75% of Gen Z and 72% of Millennials making such purchases.

Travelers from North America, especially Mexico (83%), the U.S. (64%), and Canada (62%), reported the highest rates of non-travel purchases linked to their trips.

Purchasing Patterns Before, During, and After Travel

The research indicates that travelers make purchases throughout the travel process. Before departing, the most common non-travel purchases include clothing, shoes, and accessories (70%), beauty and personal care products (63%), travel gear (53%), and electronics (39%). Gen Z travelers are more likely to buy travel gear (60%), electronics (51%), and financial products or services (38%) before leaving.

During trips, local retail shopping (66%) and packaged food and drinks (61%) are the most common purchases. The trend continues after travel: 72% of travelers who made pre-trip purchases also buy items post-trip. This number rises to 87% for Gen Z. Post-trip purchases often include foods and drinks discovered while traveling (40%), clothing or accessories from new brands (30%), and items to document travel experiences, such as photo printing or frames (27%).

Receptiveness to Advertising and Brand Discovery

The study highlights that travelers are open to seeing non-travel advertisements on travel websites and apps. Most respondents said such ads provide useful ideas (60%), remind them of needed purchases (58%), and help save money (57%). Additionally, 73% of travelers reported discovering new luxury or premium brands while traveling, with this figure rising to 84% among Gen Z.

Financial Behaviors and Payment Preferences

Travel planning is also a time when travelers consider new payment options. The study found that 48% pay for trips in full using debit cards or bank accounts, 41% use credit cards and pay them off immediately, 27% carry a balance on credit cards, 19% use loyalty points, and 13% use buy now, pay later (BNPL) plans. Among Gen Z, BNPL usage rises to 19%. Many travelers are flexible with their payment providers: only 17% always use the same BNPL provider, while the rest are open to switching based on availability or preference.

Research Methodology

The study was conducted by The Harris Poll on behalf of Expedia Group. It surveyed 3,500 travel decision-makers in the United States, the United Kingdom, Canada, France, Japan, Mexico, and Australia. The analysis focused on 2,166 respondents who made at least one non-travel purchase related to a recent trip. The survey was conducted on February 24–25, 2026.