Travel planning rarely begins with a fixed destination. It begins with a feeling. Sun on skin. A city that hums after dark. A slow morning in a place steeped in history. Travellers do not always know exactly where they want to go. But they usually know the vibe they are chasing. Our new audience targeting capabilities are built around that reality. Less guesswork. More intent. Smarter ways to connect brands with travellers who are actively planning their next move. Here’s how.
Vibe Targeting
Travel discovery is not linear. Travellers move through repeated cycles of research and inspiration, switching between destinations, dates and ideas as they go. Increasingly, themes have become the new currency of discovery. Vibe Targeting is an audience segmentation capability that connects brands with travellers earlier in their journey, targeting them based on the themes driving their inspiration.
We pre-tag destinations according to the interests they represent. When a traveller searches for destinations and dates, that behaviour reveals intent. It tells a story. If someone is exploring multiple cities known for nightlife, that signals a different mindset than someone comparing coastal resorts in July. This unlocks a powerful opportunity. Instead of speaking only to travellers who have already decided where to go, you can connect with them when the feeling is clear but the final choice is still open.
In practice, this means your creative becomes more relevant and more effective. If someone is searching for beaches, show them your sun-and-sand story. If it is nightlife, spotlight the energy. If it is culture, highlight authentic local experiences. The message aligns with the mindset. The result is stronger contextual relevance, more efficient spend and budgets focused on travellers most likely to convert, because the story fits the search.
Brand Affinity Targeting
Some travellers already know you. They filter for your brand. They click on your fares. They have chosen you before. Brand Affinity targeting turns that preference into commercial value. We can segment travellers who have interacted with your brand multiple times in the recent past, whether through filters, clicks or repeated consideration. The layer of trust is already there. The familiarity is already built. That makes them significantly more likely to book again, or trade up.
This opens up clear use cases. Re-engage travellers who are likely planning their next trip and bring them back at the right moment. Promote cabin upgrades to users who have previously flown economy but may be ready for premium. Drive loyalty programme awareness and acquisition among those who already show intent. Brand Affinity connects you with travellers who know you and trust you, and helps convert that relationship into revenue.
Explorer Targeting
Then there are the explorers. The dreamers. The travellers who have searched three, four, five destinations in the last 30 days and still have not decided. That behaviour is not random. It is a signal. Explorer Targeting identifies users who have searched multiple destinations within a short timeframe, indicating they are open to influence and actively seeking inspiration. They are in research mode. Comparison mode. Possibility mode. This gives brands the opportunity to step in earlier, before the shortlist becomes final. With relevance rooted in real search behaviour, you can shape consideration at a stage where decisions are still fluid.
of users arrive on Skyscanner to explore where and when to go on their trip