Travel decisions rarely follow a straight path. From blocking their calendars and setting a budget to shortlisting destinations and comparing booking options, consumers face a range of decisions that influence if and how a trip ultimately goes ahead.
Drawing on daily surveys, YouGov’s U.S. travel outlook webinar will explore the many facets of vacation planning impacting 2027 leisure travel.
Join the webinar on Wednesday, November 11, at 2pm ET / 11am PT for a deep dive into the data with YouGov’s travel industry experts, Kenton Barello and Madison Plaster, hosted by John Newell.
During the session, we will explore:
- What factors matter most for choosing where, when, and how to book travel in 2027
- How travelers are using AI assistants and chatbots as they make decisions
- The biggest challenges and uncertainties U.S. consumers face when planning a vacation
- How travelers’ original trip plans change throughout the decision-making process
- What causes travelers to book, postpone, and/or abandon their trips
Speakers
Kenton Barello, Senuor Vice President, YouGov
Kenton Barello is a Senior Vice President with YouGov focused on enterprise clients. Kenton holds an MBA from DePaul University in Marketing Planning and Strategy and a Bachelor of Journalism from the University of Missouri.
He has over fifteen years of experience working with organizations of all sizes to help them best leverage market research for growth and ROI. At YouGov, Kenton and his team leverage syndicated and custom data and analytics tools to help Travel & Tourism organizations understand and analyze customer opinion and behavior.
John Newell, Field Marketing Manager & Host, YouGov
John Newell serves YouGov as a Marketing Manager, where he leads on a webinar series, data trend reports, and integrated marketing programs in the U.S. and UK. He has deep experience conducting survey analyses and building research presentations for YouGov's industry-specific reports.
He previously worked at Spotlight Sports Group where he led all marketing and PR activities across the U.S., UK, and Europe.
Madison Plaster, Client Services Analyst, YouGov
Madison Plaster helps travel and tourism clients, from destination marketing organizations (DMOs) and airlines to theme parks and cruise lines, use YouGov’s syndicated data to sharpen strategy, guide planning, and measure what’s working.
Madison holds an MA in China Studies from Peking University, plus a BS in Business Administration and a BA in International Studies from the University of Missouri. She speaks Spanish and Mandarin and enjoys travelling whenever she can.
YouGov
YouGov is a global market research and analytics company, providing insights into what the world really thinks, does, wants and buys.
To do so, we connect daily with our engaged members around the world to gather their thoughts, behaviors, and opinions. This commitment to real-time interactions with real people enables us to ensure that our research data is powered by reality.
As a YouGov member, your opinions and behaviors are valued and rewarded. Whether you’re answering questions or scanning your shopping, the data you share helps companies, brands, and governments to better understand your reality and make decisions that support your needs.
