[Marketing Week] Bob Koigi: Travel survives, marketers stay bullish

European consumers are navigating economic pressures with caution, but not retreat. Across the UK, France, Germany, Italy, and Spain, spending has become deliberate: essentials take priority, value drives choices, yet travel and select discretionary purchases remain resilient.

According to a new report by Dentsu, travel decisions are increasingly selective. One in four consumers now uses AI to plan efficiently rather than seek inspiration. Most take one or two trips a year, favouring affordable or midscale options, with nearly half expecting to spend less than last year. Choices are guided by value, convenience, weather, and past experiences.

UK travel marketers remain bullish: 78% anticipate revenue growth, 64% plan bigger budgets, and 64% are expanding teams, Impression agency notes in its latest report. Influencer and social campaigns are central, with brands focusing on unique, scalable content that performs across social and AI-driven channels.

Travel thrives because it delivers emotional return on investment. AI works because it removes friction, not because it sparks imagination. Marketers who recognise that value, not volume, now drives loyalty will lead the recovery. The message is clear: cut the fluff, prioritise the experience, and earn every booking.

Campaigns of the week

Heineken will introduce The Clinker, a tech-enabled festival experience, at this year’s Coachella Valley Music & Arts Festival.

Climate Basecamp has launched an Easter campaign that uses a deliberately unpleasant chocolate egg to highlight the impact of climate change on everyday foods.

Doritos has launched The Triangle Theory, a campaign that reimagines Brazilian football legend Ronaldo Nazário’s iconic 2002 “half-moon” haircut as a covert Doritos marketing stunt.

Agencies and accounts

WPP Media Malaysia has been named the Integrated Media Agency of Record for IKEA Malaysia, securing a three-year mandate covering media strategy, planning, and buying across all channels.

We Are Pi has been appointed as the lead brand strategy and creative agency for Interrail following a competitive pitch process.

McCann in Manchester has been appointed by Delamere Dairy to support its next phase of growth, following a competitive pitch process.

Partnerships and acquistions

Unilever PLC and McCormick & Company have agreed to merge Unilever’s Foods business with McCormick, creating a global flavour-focused company.

Adams Outdoor Advertising has expanded its presence in central South Carolina through the acquisition of two digital billboard faces from Jolly Digital Media.

Other major news of the week

Swapfiets approached PEEK with a clear brief: create a single, recognisable visual language that strengthens both brand and conversion.

System1 has released its annual ranking of UK Easter advertising, with Lindt, Marks & Spencer and Cadbury emerging as the top performers based on emotional impact and brand recognition.

Data compiled by BestBrokers highlights that Americans account for the largest share of ChatGPT users, representing 17.1 percent of the total—roughly 205.2 million visitors.

Bob Koigi is the editor-in-chief of Marketing Report.One

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