Today’s consumers, especially millennials and Gen Z, value experiences over material possessions. The thriving experience economy is fueled by travel: 74% of consumers travel to attend events or pursue personal passions, according to Mintel. They’re flying to unique destinations, playoff games, sold-out arena tours and industry conferences—with intent, budget, and enthusiasm that reshape how brands reach them.
This isn’t leisure travel in the traditional sense. It’s a purpose-driven movement toward meaningful moments. The spending patterns tell a compelling story about the value of these audiences.
When passion drives the journey, spending follows
US sports travelers spend $41.7 billion annually, averaging over $1,500 per trip, according to Sports Business Journal and The Currency by Empower, respectively. These aren’t passive spectators. They’re investing in the full experience—flights, hotels, dining, merchandise, and everything beyond the arena.
Concert and festival travelers are fueling a similar surge. Last year, event-related revenues jumped 25% to $5.1 billion, per Live Nation data, as demand for live entertainment intensified. Meanwhile, industry conferences and summits account for 14% of annual travel spend, with 66% of business event attendees drawn to the destination experiences as much as the agenda, according to Business Travel News and Kantar and Mintel, respectively.
What connects these travelers is mindset. They’ve planned ahead, committed resources, and arrived in a positive, open state.
Why passion travelers are marketing’s premium audience
Passion and purpose-based travelers represent a unique convergence of engagement, receptivity, and spending intent. They book early, often upgrade accommodations, and spend freely upon arrival because the trip is an investment in something meaningful to them.
For sports fans, 99 million United travelers show affinity for sports—a massive, addressable audience in motion toward high-energy moments. They indulge their interests beyond game day. Food and drink, clothing and footwear, and entertainment rank among the top categories where sports fans engage with product integrations, Kantar Profiles and Mintel found.
The same pattern holds for other passion and purpose categories. Business travelers attending conferences increasingly blend professional and personal goals, turning summits into multi-day destination experiences. With limited travel and food costs due to expense accounts, they are also more open to personal expenditure, exploring new products and services. Avid music fans extend stays to explore cities hosting their favorite artists with an open mindset.
Each traveler experience represents an ideal window for brands to connect with consumers who are present, engaged, and open to new concepts.
Reaching travelers where intent and attention intersect
Timing and context are crucial for this opportunity. Passion and purpose-based travelers are planning trips around specific dates, following teams across regions, and building itineraries centered on experiences they care about.
That intentionality creates natural touchpoints throughout the journey: pre-trip, as anticipation builds and spending preparation begins; in-transit, when everyday distractions fade and attention sharpens; on the ground, when budgets loosen and novelty-seeking peaks.
Kinective Media’s access to United Airlines’ network and seven hubs positions brands at marquee events in major markets and cities where local passion drives energy and spending. A rivalry game in a smaller market can generate the same intensity and spending as a championship in a top-tier city.
Moments that matter, audiences that spend
As travel shifts towards passion and purpose, the implications for marketers are clear. These aren’t distracted scrollers or reluctant audiences. They’re people actively pursuing what excites them, with wallets open and mindsets primed for discovery.
The question isn’t whether passion and purpose-based travel represents a valuable audience. It’s whether brands are ready to meet them in these key moments.