Menu
  • Search

OOH Insights: Impact on Consumer Travel and Trip Planning

The latest consumer insights from the Out-of-home Adverting Association of America in collaboration with the Harris Poll highlights OOH’s impact on consumers’ travel habits in 2025.

Consumer Summer Travel Habits

  • 84% of consumers have walked in a city or downtown area in the past month
  • 77% of consumers have visited a shopping or entertainment district in the past 3 months
  • Travelers plan on taking 9 days off/for vacation this summer, with 1 in 5 planning on taking 2 weeks or more.
  • 83% of consumers plan to spend the same or more on summer travel this year than last
People walk down 5th Avenue past large digital screen on bus shelter displaying ITA Airways ad
Digital street level advertising for Bonjour Quebec sits streetside in Boston as pedestrians walk by
Large crowd of pedestrians walk past digital street level advertising for Wisconsin Tourism in Chicago.

Out of Home Travel Ads are Memorable and Influential

  • 55% or more of consumers recall seeing travel related OOH ads
  • The top 3 places consumers notice out-of-home travel ads are on their commute, in shopping areas, and in airports
  • Two thirds are likely to take a digital action after seeing travel-related OOH ads
  • OOH ads are most likely to influence consumers on:
    • Where they travel to (66%)
    • What they do on vacation (66%)
    • What type of accommodations they book for a trip or vacation (64%)

  • 56% of consumers have added a destination to their travel bucket list after seeing an OOH ad*

OAAA infographic details what type of travel brands consumers recall seeing OOH ads for. Top recalled types are hotels (69%), destinations (64%), and theme parks (62%), though no category achieved under 55% recall.

*Excludes consumers who state they do not notice these ads

LAX airport travelers walk under large digital panel displaying Marriott Bonvoy advertising

Airport Advertising Leaves an Impression

  • 7 in 10 flyers (69%) say they have noticed or paid attention to OOH ads in airports at least sometimes, with 1 in 4 saying often or always.

  • Among those who pay attention, nearly 9 in 10 (87%) have engaged in some action after seeing OOH ads in the airport, with most (36%) looking up the brand or product online.

Infographic from OAAA details actions taken after seeing an OOH ad in an airport. Top actions are searching online (36%), visiting the brand website (33%), and looking up reviews (31%).