# What really sparks wanderlust? New research maps varying influence of marketing media

**Publisher:** Expedia Group  
**Published:** n/a  
**Category:** Research, media & analysts  
**Type:** Study  
**Access:** Not specified  
**Official source:** https://www.expedia.com/advertising/science-of-wanderlust  
**Canonical:** https://tourismintel.ai/reports/what-really-sparks-wanderlust-new-research-maps-varying-influence-of-marketing-m

## At a glance

## What the report covers
This brief is based on a publicly available summary page only. The full report content is not accessible via the source URL provided. Expedia Group's research examines how different marketing media influence travel inspiration and decision-making, but specific methodology, geography, period and findings cannot be confirmed from the partial source material.

## Why it matters
**DMOs & destinations** — Understanding which marketing channels most effectively inspire travel decisions is critical for destination marketing budgets. Research mapping media influence helps DMOs allocate resources to highest-impact channels rather than relying on assumptions about traveller behaviour.

**Hotels & hospitality** — Hotel groups need clarity on which marketing touchpoints drive booking intent. Evidence on varying media influence helps properties prioritise partnerships with platforms and publishers that deliver measurable traveller engagement and conversion.

**Travel tech & distribution** — Travel platforms depend on understanding their role in the inspiration funnel. Research quantifying media influence helps OTAs, metasearch engines and content publishers demonstrate value to suppliers and justify investment in marketing partnerships.

## Methodology and limits
Methodology details are not available in the publicly accessible summary page. The research appears to be produced by Expedia Group's advertising or insights division, but sample size, survey method, period and analytical approach cannot be confirmed from the source material provided.

> Note: this brief is based on the publicly available summary of the report only.

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© Expedia Group for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: https://www.expedia.com/advertising/science-of-wanderlust