As global wanderlust reaches new heights, the profile of the international traveler is changing—and magazine readers are at the heart of this transformation.
Today’s jet-setters aren’t just chasing destinations; they’re curating experiences. They’re seeking long-haul escapes filled with cultural immersion, luxury, and adventure—making them an ideal audience for brands that know how to meet them where it matters. Print magazines, often underestimated in the digital age, are not only still relevant—they’re outperforming in reach, engagement, and, most importantly, conversion.
A New Era of Experiential, Extended International Travel
The data is clear: international travel is thriving. 77% of travelers are planning more international trips in the coming year, and 59% plan to take 1–3 trips abroad. These aren’t quick getaways either—U.S. travelers are now averaging 5.5 days abroad, with trips to Europe and Africa extending even longer. This extended travel trend is particularly popular among younger generations and honeymooners, who are increasingly opting for once-in-a-lifetime, culture-rich adventures that last 7–10 days or more. Who’s at the center of this movement? Magazine readers. An astounding 89% of people who plan to take a foreign vacation in the next month read magazines. These readers aren’t flipping through pages for entertainment alone—they’re active decision-makers. In fact, 125 million magazine readers hold a valid passport, and on average, they’ve taken two international trips in the past three years.
The Luxury Lean: Where Magazine Readers Stay, Dine, and Indulge
Magazine readers don’t just travel more—they travel better.
They’re 89.5% more likely to choose upscale accommodations, and more than half of all travelers are upgrading flights, trains, and hotels to elevate their experience. This cohort is investing in trips that offer unique, memory-making opportunities—whether it’s an ecological tour of Riveria Maya, Mexico or a Michelin-starred food festival in Bahamas.
In fact, 82.6% of magazine readers actively seek out local cuisine while abroad. They’re not just checking boxes; they’re seeking moments they can taste, touch, and remember. That passion extends to shopping, too—Millennials and Gen Z are traveling to discover handmade, authentic souvenirs, often guided by local recommendations and a desire to support small businesses.
Family, Freedom, and Adventure: The Values That Shape the Journey
Modern international travel isn’t one-size-fits-all. Younger travelers are bringing extended families along, with 89% citing quality time as their primary motivation. At the same time, empty nesters are seizing the freedom to explore child-free, adult-only escapes, with 67% saying they now travel more than ever.
And whether it’s an adrenaline-packed getaway or a serene exploration of a remote island, adventure is key. More than 132 million magazine readers seek vacations with plenty of activity, and 120 million specifically look for adventure-based travel. This includes everything from hiking in the Andes to undersea dining in the Maldives—and increasingly, it’s women leading the charge in the adventure travel space.
Why Print Media Moves International Travelers
It’s no coincidence that such an experience-focused, discerning group gravitates toward print. Magazines offer a curated, tactile experience that aligns with the values of this audience—intentionality, authenticity, and depth. But beyond the brand alignment, print performs.
When it comes to influencing brand favorability and purchase intent, building frequency in print advertising has been proven to outperform other media channels. That’s because print readers engage deeply, and when ads are placed adjacent to contextually relevant content, readers are 11% more likely to take action—a significant boost for travel brands looking to drive bookings, inquiries, or loyalty program sign-ups.
The Loyalty Loop: How Magazine Readers Turn Miles into Moments
Finally, today’s international travelers are strategic spenders. 66% of global travelers say combining credit card rewards with other loyalty perks gives them the best travel value. Nearly half of travelers only book trips after earning enough points, and among those leveraging rewards, a whopping 90% read magazines. These consumers are already in planning mode—print helps guide their decisions.
The Takeaway for Brands
If you want to reach high-intent, high-spend international travelers—reach for print. Magazine readers are planning more trips, staying longer, spending more, and engaging more deeply with the brands they discover in trusted, beautifully curated environments.
In a world of fleeting digital impressions, print remains a passport to deeper engagement, stronger ROI, and a ticket to global brand resonance.
Sources include Page Four Media research; “2025 Global Travel Trends Report,” American Express; “2025 Travel Trends,” The Points Guy; “The Biggest Travel Trends to Expect in 2025,” Condé Nast Traveler; “Travel Predictions 2024,” Booking.com; MRI Spring 2023; MRI Spring Doublebase 2023; MRI Fall 2023; MRI Fall 2023 (Base: Adults HHI $125k+); Dotdash Meredith 2023 Leisure Travel Forecast Study; Relevant links found within article.
