This sponsored content was created in collaboration with a Skift partner.
Winter travel booking trends are giving early clues about next year’s momentum. Insights from Criteo’s new report reveal that travelers browsing in December are four times as likely to book in Q1. This suggests a strong connection between early-season intent and the surge of post-holiday travel activity that follows. Increasingly condensed booking windows reinforce this momentum: Over 30% of U.S. travelers now finalize plans within two weeks of departure, with Europe showing similar last-minute patterns. Winter is no longer a slow burn for travel brands, but an accelerating cycle of intent, research, and conversions.
“Winter travel is showing a clearer sense of direction this year,” said Sarah Rathamone, director, account strategy of new verticals, at Criteo. “Travelers are closing out 2025 with stronger intent, smarter planning tools, and a clearer definition of value. AI is playing a central role in how they explore options, compare choices, and make decisions.”
The desire for meaningful travel experiences also remains strong despite rising costs. Half of global travelers still consider travel essential, even as four in 10 adjust their plans to find better value.
While traditional hotspots continue to draw crowds, Criteo’s data shows that travelers heading to less-visited destinations tend to travel farther and spend significantly more — up to three times as much as mainstream vacationers. School calendars are another major driver, with parents fueling a noticeable spike in spring bookings as they plan around fixed breaks.
Criteo’s new report reveals the evolving dynamics of winter travel across Q4 2025, Q1 2026, and beyond, helping brands understand and engage travelers as their habits shift.
“Travelers are moving quickly, comparing options in real time, and looking for value with far more intention. Criteo’s advanced AI algorithms read these signals as they form, identify high-intent audiences, and enable travel brands to keep pace with travel seekers along the customer journey and engage them with deeply personalized ads,” said Riccardo Russo, director, travel strategy and growth acceleration, at Criteo.
In this report, you’ll find:
- How evolving traveler behavior is shaping the winter travel season and setting the tone for 2026
- Insights into shifting booking patterns across key travel periods in Q4 and Q1
- A closer look at where traveler intent is strongest and how brands can respond strategically
- Regional trends revealing how different markets are approaching winter getaways
- Opportunities for travel marketers to connect with high-value audiences
- How insights into travelers’ AI usage and preferences can help travel brands understand intent, personalize engagement, and capture demand
To learn how Criteo can help drive performance for your travel brand, visit criteo.com/industry/travel.
This content was created collaboratively by Criteo and Skift’s branded content studio, SkiftX.
