ISM’s latest survey explores how consumers plan to travel in 2026, uncovering the motivations, timelines, and behaviors shaping the year’s trip‑planning landscape.
As brands prepare to maximize their holiday campaign performance, our data shows that physical retail remains the central driver of seasonal success.
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Shoppers are highly fluid across retailers, driven primarily by price, heavily influenced by ads, and increasingly omnichannel—making cross‑retailer competitiveness essential to winning trips.
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A survey revealing that while shoppers increasingly use AI and online tools to plan, in‑store factors still heavily influence — and often change — final purchase decisions.
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