Wish You Were Here

Explore dentsu UK&I’s latest UK Consumer Navigator report examining how travel behaviour is being reshaped by AI, fragmented discovery journeys and rising expectations for connected experiences.

Based on insights from 700 UK travellers as part of a wider 3,500-person EMEA study, Wish You Were Here reveals how consumers are discovering, validating and optimising travel decisions across social platforms, creators, comparison tools and AI assistants, often simultaneously.

The report explores why remarkable experiences now matter more than traditional loyalty mechanics, how economic pressure is changing travel priorities rather than reducing demand, and why brands must rethink visibility in an increasingly algorithmic travel ecosystem.

From AI-assisted planning and in-trip decision-making to the growing importance of value, personalisation and seamless customer journeys, the report outlines what travel and hospitality brands must do to stay discoverable, relevant and trusted in a more dynamic market.