GWI Travel is a GWI Core add-on that lets you explore the travel habits of internet users across selected Core markets.

You’ll find market coverage, annual sample sizes, and data set details on our coverage page.

GWI Travel is asked the same way in every market, allowing you to understand and compare audiences globally. While the questions remain consistent, surveys are shown in each respondent’s local language, and answer options, like brand lists, are localized to ensure relevance.

GWI Travel is run twice a year, in Q1 and Q3. As Travel can be quite a seasonal pastime, these quarters were chosen as the most relevant for the industry.

You can either combine these two waves for a full-year perspective or take a look at a single wave to understand travellers at that time.

Most internet users in the countries featured in GWI Travel like to travel. GWI Travel therefore represents the same universe of internet users as Core, with most responses weighted by age, gender and education. In the USA, we weight responses by age, gender, race/ethnicity and income. As in Core, we represent internet users aged 16-64 in most markets. Since Q3 2024, we began including respondents aged 65+ in Canada, Japan, Singapore, the UK, and the US, and from Q3 2025, we began including respondents aged 65+ in France, Germany, Italy and Spain.

GWI Travel respondents have all completed GWI Core (including the Brand & Media module) at some point in the last six months. For example, respondents from Q3 of GWI Travel all completed either Q1 or Q2 of GWI Core.

This means questions can be compared across the two data sets, letting you combine the depth of GWI Travel with the breadth of GWI Core. For further information on how to combine GWI Core with an add-on, click here.

Taking part in GWI Travel is a straightforward process for our respondents because: