Travel Marketing in Motion: Part 3 - The New Value Equation

Rising travel costs means smarter travel - not less

Travel costs may be up, but wanderlust certainly isn’t down. And despite the majority of travellers from Australia, US and UK feeling the pinch, most still travel to travel as much, if not more, than they did last year – according to the 2025 Travel Affiliate Intelligence Report.

The difference? They’re simply travelling smarter.

Instead of cancelling or shortening trips, cost-savvy leisure travellers are rethinking how they spend their hard earned money: trading down on accommodation, comparing prices across multiple platforms, and actively chasing value. And according to research from Tourism Australia – younger travellers are chasing experiences that feel like exceptional value, rather than dollar savings.

For travel marketers and travel brands, this change presents a shift in how we position ‘value’. Discounting isn’t the best or only route to purchase - presenting value through unique and authentic experiences is.

How do travellers perceive value today? Different to before, and different to each other.

Today’s travellers define ‘value’ differently. It’s not just about price points, but about a value exchange - what they gain for what they spend. And that value exchange varies greatly between individuals and personas.

‘Value’ now includes:

• Quality experiences that justify higher prices

• Longevity of impact – experiences that build memories and points of difference (the stories you’ll be impressing audiences with for years to come)

• Confidence in the booking experience

• Flexibility to change plans without penalty

• Loyalty benefits and rewards that make the cost feel worthwhile

In the travel industry, where margins are often tight and competition is fierce, brands need to stop chasing the ‘discount culture’ and start communicating the true value behind their brand, products and experiences – through targeted messaging that taps into the individual’s buying motivations.

Smart travel brands are reframing their marketing messages around benefit-led storytelling, where the focus is on what travellers gain rather than what they pay.

Regional differences: How travel value plays out

The 2025 Travel Affiliate Intelligence Report shows some clear contrasts across markets:

Market	Value Focus	Marketing Implication
Australia	Deal-driven but loyalty-aware	Combine promotions with member benefits and flexible terms
United Kingdom	Price-sensitive, research-heavy	Lead with clarity, comparison tools and transparent pricing
United States	Experience-driven, impulsive	Highlight convenience, exclusivity and instant rewards

Understanding these regional nuances helps travel marketers to better tailor campaigns and channels that resonate with each international travel audience.

But audience segmentation and messaging frameworks go far beyond geography. Today’s buyers do not follow traditional brand-led sales funnels. Marketers need to use data to understand their customer’s unique buying patterns and triggers, and design adaptable, dynamic campaigns, creative and messaging to showcase value everywhere their customers are – across multiple channels, mediums, and devices.

Decision-time: To out-price or out-communicate?  

With inflation biting, travellers are weighing each purchase decision carefully.

Across all three markets (Australia, US and UK), over half of travellers reported spending longer researching trips before booking. They’re taking more time to research providers, cross-check offers, and compare prices and customer experience across AI agents, OTAs, social media and direct channels.

To reach this more informed (and influenced) traveller, travel marketers must communicate with clarity and consistency at every stage of the buying journey, and across multiple channels and touchpoints. Longer research times means more time to engage and influence your customers.

That means:

• Consistent but customised messaging that speaks to specific audience personas and channels

• Transparent pricing and inclusions to build trust

• Upfront information on cancellation, fees and loyalty benefits to build comfort

• Clear product comparison tools to drive efficiency

The goal shouldn’t be to out-price your competitors, but to out-communicate them; building meaningful connections with your customers that presents value beyond the price tag.

The rise of loyalty travel

The report shows loyalty and cashback programs remain highly effective across Australia, US and UK markets - particularly for travellers balancing cost with trust and consistency.

In Australia, loyalty engagement is rising fastest when integrated with price comparison or deal platforms, while in the US and UK, cashback and rewards programs are driving repeat purchase.

For travel brands, this is a golden opportunity to rebuild loyalty with modern relevance. Today’s traveller doesn’t just want points; they want purposeful perks - real benefits that make a difference to their travel experience and elevate the value of their travel expenditure.

Effective travel marketing can amplify loyalty ROI by:

• Leveraging customers as brand advocates through user-generated content, reviews and testimonials

• Utilising customer data to present personalised offers

• Embedding loyalty hooks into social, content and search remarketing campaigns

• Using loyalty data to guide content strategy and customer segmentation

Marketing value in a high-expectation world

Marketing value today requires creativity and credibility. When travellers question every marketing claim and compare every quote, brands must deliver proof, not just promotion.

This is where a strategic travel marketing agency partnership pays off, by bringing together data-driven insight, authentic storytelling and conversion-focused design.

Specialist travel marketing agencies, like Amplifly, help brands:

• Define a clear value proposition that aligns with traveller expectations

• Build campaigns around real benefits (unique experiences, flexibility, rewards, service)

• Leverage multi-channel delivery and loyalty content to connect inspiration to trust, through to booking

• Use analytics to measure return and optimise spend

The best travel marketing doesn’t just sell travel experiences, it guides travellers confidently through their buying journey.

How travel brands can win on value

The post-pandemic traveller is savvy, informed and selective. They’ve redefined what’s good value, and they expect travel brands to step up to the challenge.

Travel brands that articulate the right blend of cost, experience and trust will outperform those stuck in the discount race.

Practical steps for travel marketing:

1.     Lead with clarity, not discounts. Show clear price points, inclusions and conditions.

2.     Use content to educate, not just promote. Explain the ‘why’ behind the price.

3.     Offer flexible, multi-tiered options. Give choice across budgets.

4.     Focus on what travellers gain. Sell confidence, experience and connection - not just cost savings. 

5.     Reward loyalty through smart partnerships. Make rewards meaningful and easy to redeem.

The travel brands that thrive in this new era will be those that communicate their value clearly, build trust consistently, and deliver experiences that exceed expectations.

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Want to win more business in a value-centric marketplace? Amplifly can help.

We partner with travel, tourism and experience-based brands to design marketing campaigns that deliver real results - through strategy, creativity and measurable ROI.

Let’s reframe your value story. Contact Amplifly today.