How retailers can advertise to purchase-ready audiences

If you’re a fashion, lifestyle, or other retail advertiser, you know the places where you reach your ideal consumers can be unexpected and ever-changing. And with e-commerce sales projected to exceed $4.3 trillion globally in 2025,¹ you're competing harder than ever for online attention and wallet share. To make things more complicated, it usually takes a completely different strategy to connect offline. With Expedia Group Advertising, non-travel brands can inspire and convert hundreds of millions of people who are willing to spend — and are open to inspiration everywhere they go.

Think about your last trip. Did you only book a hotel or a flight? Chances are you bought other things for it, like new clothes, accessories, or skincare. Maybe you got a new book for your downtime or new headphones for the plane. The truth is that travel is the perfect reason to make other purchases.

Your next customer is here

Our global audience is large and valuable. These high-intent consumers are actively shopping for products and services to enhance their trips — yours could be next.

Our audience spends more

Not only are our consumers ready and willing to buy, but they’re also willing to spend more on luxuries and new purchases. Their buying power spans every category, but here’s a quick glance at some specific areas.

Our Expedia Group audience is:

First-party data that actually delivers

Cookies and data privacy continue to change the way advertisers connect with their customers. That’s part of the reason why first-party data is so crucial. Beyond getting your product in front of a wider group of people, first-party data allows you to understand their intent and behaviors, target who you want more effectively, reach lookalike audiences, and drive more revenue. With more than 70 petabytes of first-party data, we know our audience better than anyone, and that means we can help you convert them effectively.

Your products match travel moments

Scenario

You’re a sporty sunglasses brand

You’re trying to reach new customers who love the outdoors and are ready to make a purchase. Where do you find that overlap?

Your perfect fit: Mountain travelers who are researching gear and just booked a trip would be a perfect audience.

Scenario

You’re a fashion advertiser

You’re trying to reach active luxury shoppers who value quality above cost. How do you know who matches that description?

Your perfect fit: An untapped opportunity is using travel audience targeting to connect with people who book 5-star properties, upgrade their airfare, and are planning their vacation outfits.

In a recent social media survey of our audience, a majority of respondents said they go on a pre-trip shopping spree, and the items they must have before leaving home include tech products like phones, portable chargers, and earbuds as well as accessories like bags, skincare, and comfortable shoes.¹⁰

Our first-party data and audience research combined with our targeting capabilities are a powerful way to connect with and convert the perfect segment for your brand who are looking for products like yours. Of course, you can target by parameters like age and location, but our consistent desire to understand our audience means more information you can use to get specific and feel confident in your approach. For example, a study by Expedia Group Advertising recently discovered a formula for the Science of Wanderlust thanks to eye-tracking, emotion-reading, and a survey. Within the study, we identified different traveler archetypes and what ads they respond to, which you can use to drive revenue through effective advertising.

Retail advertising opportunities by archetype

Here is a sample of the audiences Expedia Group Advertising can help you effectively reach.

Beach travelers: You could advertise swimwear, self-care and beauty products, books, and more to consumers searching for oceanfront accommodations or flights to popular resort locales. This audience is swayed by relaxing tones and images of pools and spas.

Adventure travelers: Our Science of Wanderlust study found that this audience relies heavily on YouTube, but they’re wary of AI. The right ad in the right place could be the difference between them purchasing from your brand or not.

City escapists: These travelers respond to food content and long-form video. Our in-house studio can help you create compelling content to reach them.

3 ways to reach ready-to-buy consumers

Our advertising solutions work because they meet consumers in the right mindset — when they’re open to inspiration and ready to act. Your brand shows up in relevant, often unexpected moments, creating stronger recall and deeper engagement. And it’s all powered by our rich data. Our first-party insights into consumer behavior and intent help you deliver the right message to the right audience, at the right time.

EG Reach+  
Show up and stand out where your target audience browses beyond Expedia Group sites with four high-impact formats: display ads, video, YouTube, and advanced TV. With EG Reach+, you can put your brand in front of consumers wherever they venture online to shape purchasing decisions.

Onsite display
Ensure your brand is present from inspiration to purchase across our brands including Expedia^®, Hotels.com^®, and Vrbo^®. Reach customers while they’re actively planning and booking with onsite opportunities like standard display placements and co-branded campaigns with complementary partners 

Social media placements  
Borrow the power of our brand credibility and reach to connect with high-intent audiences across social media. Did you know the top reason people use Pinterest is to find new products and brands?¹¹ With Expedia Group Advertising, you can get a bespoke social strategy to fit your needs.