As travel rebounds in a big way — with 83% of U.S. adults planning leisure journeys and 88% of Gen Z travelers doing the same — outdoor advertising is proving to be a powerful tool in driving vacation decisions. With Americans taking more road trips than ever (nearly 40% report driving more now than before the pandemic), inspiration strikes on the go — and outdoor advertising is right there to spark it

Billboards aren’t just reminders — they’re catalysts. More than half of travelers admitted they’ve added a new place to their itinerary after seeing it on a highway billboard, bus shelter ad, or airport display. That remarkable statistic shows out of home’s incredible power: it reaches people during travel, when they’re open to new possibilities.

Out of home delivers high‑impact visuals precisely when decisions are being made — at rest stops, city streets, or terminal halls. This moment of “real-time inspiration” means travelers aren’t just seeing ads — they’re acting on them. Two‑thirds of survey respondents said outdoor ads influenced their travel choices — from destination and activities to accommodation decisions 

Airport advertising, in particular, is a hotspot for influence. A compelling 69% of flyers notice these ads, and a striking 87% of them take follow-up action — like searching online, booking a hotel, or snapping a photo . In essence, outdoor advertising turns waiting time into planning time.

Bottom line: outdoor advertising plays a significant role in travel planning. Whether it’s a stunning landscape on a digital billboard or a promoted hotel at the airport, out of home taps into the traveler’s mindset. As more people hit the highways and skies, marketers can no longer afford to overlook the impact of well‑placed ads in guiding discovery and shaping real-world journeys.

Source: OOH Today