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Fall Travel is Strong

 

The data is clear: fall travel is set for a robust season. A significant 57.7% of travelers have already planned a trip between September and November. This group isn't just traveling; they're investing more, with an average annual travel budget of $7,075, a notable increase from the overall average of $5,840.

These fall adventurers are also more spontaneous, with 25% taking frequent last-minute trips. According to Melissa Krueger, CEO of Classic Vacations, travelers are holding back and watching world events before they finalize their plans. When they feel confident, they are ready to book quickly.

Attracting the Mindful and Budget-Conscious Traveler

 

Today's traveler is not just seeking a change of scenery; they are pursuing a change of well-being. A strong 70% of individuals surveyed say that supporting their physical, mental, or spiritual health is either very or extremely important. This is a core motivator, with 45% of people planning trips specifically for wellness purposes. For fall travelers, this value is even more pronounced; they rank wellness ten points higher than their non-fall traveling counterparts.

Despite this focus on personal enrichment, travelers remain financially savvy. While 58% will make travel a budget priority in the next three months, they are also being cautious. This "financial literacy" is reflected in behaviors like choosing more affordable destinations, leveraging rewards points, and adjusting the frequency of their trips to stay within their means. 

Top Destinations

  • Domestic: New York, California, Florida, Las Vegas
  • International: Italy, UK, Mexico, Japan

Investing in Experience for Out-of-Home Advertising

With consumers prioritizing unique experiences like food, culture, historic sites, concerts, and live theater, the opportunity for out-of-home (OOH) opens the opportunity of showcasing the experience of being there.

With consumers prioritizing unique experiences, airport out-of-home (OOH) advertising has evolved into a prime channel for engaging this high-value audience. By leveraging the specific, receptive mindset of travelers, a campaign can go above and beyond featuring dynamic content and clear calls-to-action. This integrated approach allows marketers to connect with the core motivations of today’s traveler, turning dwell time into active engagement and transforming a moment of waiting into an opportunity for inspiration.