5 Key Travel Advertising Trends Every Marketer Should Know

Travelers aren’t booking trips the way they used to. Today, they expect hyper-personalized recommendations, seamless digital experiences, and travel options that fit their unique lifestyles. For brands, that means one thing: adapt or get left behind.

From bleisure travel to AI-powered personalization, the latest shifts in consumer behavior are creating new opportunities for travel marketers—if they know where to focus. Here are five must-watch trends shaping the future of travel marketing and our expert tips for how advertisers can stay in-step with travelers’ demands.

1. Travelers Are Booking Online—And Expecting Personalization

According to GlobeNewswire, 74% of U.S. travelers now book their trips online, and with so many options available, they expect a seamless, personalized experience. Consumers want travel brands to understand their preferences and deliver relevant ads, offers, and recommendations that guide them from inspiration to booking. The rapid increase in mobile device usage for travel research has also made digital-first strategies essential, as travelers expect the ability to compare prices, read reviews, and book with just a few clicks. Meanwhile, the phaseout of third-party cookies is pushing brands to rely more heavily on first-party data and AI-driven personalization to meet consumer expectations.

How Advertisers Can Adapt:

• Leverage first-party data and AI-driven insights to segment travelers based on intent, demographics, and past behaviors.
• Implement dynamic creative optimization (DCO) to adjust messaging and visuals based on real-time engagement.
• Retarget users across platforms with personalized, sequential messaging that guides them through the booking funnel.

2. Experience-Driven Travel Is Taking Over

More than 60% of U.S. travelers now prioritize experiences over material things, according to TravelPerk. Millennials and Gen Z travelers, in particular, seek authentic and immersive adventures that go beyond the typical tourist attractions. Social media plays a major role in this trend, as travelers are increasingly inspired by real-life experiences shared by influencers and other travelers rather than traditional advertisements. Sustainability and responsible tourism are also becoming more important, with many travelers looking for eco-friendly accommodations and locally sourced activities that minimize their environmental impact. As a result, brands that position themselves as offering more than just a place to stay—but an opportunity to create lasting memories—are seeing stronger engagement.

How Advertisers Can Adapt:

• Use video and connected TV (CTV) campaigns to showcase immersive experiences compellingly.
• Partner with travel influencers and creators to build trust and credibility.
• Shift messaging from highlighting amenities and price to storytelling that taps into travelers’ emotions and aspirations.

3. The Rise of Bleisure Travel

In 2023, 66% of corporate travelers extended a business trip for leisure purposes, according to TravelPerk (source). The widespread adoption of remote and hybrid work models has allowed professionals to blend work and leisure in ways that weren’t possible before. Rather than rushing home after a conference or meeting, business travelers are taking advantage of flexible schedules to explore new cities, extend stays, and even bring family along. This shift has created a demand for accommodations that cater to both business and leisure needs, as well as travel packages that provide a seamless transition from work commitments to relaxation.

How Advertisers Can Adapt:

• Target business travelers with extended stay offers and exclusive weekend deals.
• Use geo-targeting to serve ads near major conference hubs and business districts.
• Highlight work-friendly amenities such as high-speed internet, comfortable workspaces, and proximity to business centers.

4. Social Media Is Now a Key Travel Search Engine

A 2023 study found that 71% of travelers turn to social media for trip inspiration, making platforms like Instagram, TikTok, and YouTube powerful tools for travel marketing (source). The rise of short-form video content has changed the way travelers discover destinations, with many relying on viral travel reels and influencer recommendations rather than traditional search engines. Younger generations, in particular, trust social proof over brand advertising, meaning that user-generated content (UGC) and influencer collaborations are more influential than ever. For brands, this shift means that having a social media presence is no longer optional—it’s essential for engaging and converting potential travelers.

How Advertisers Can Adapt:

• Invest in short-form video content that highlights destinations and unique travel experiences.
• Leverage interactive ad formats like Instagram Stories and TikTok ads to increase engagement.
• Collaborate with trusted travel influencers to expand reach and build credibility.

5. AI and Automation Are Revolutionizing Travel Advertising

AI-powered advertising is projected to grow by 23% annually, helping brands optimize targeting, bidding, and creative execution at scale (source). Artificial intelligence is already being used to enhance customer experiences through chatbots, predictive analytics, and automated personalization. With AI-driven audience segmentation, brands can identify high-intent travelers and deliver hyper-relevant messaging at every stage of the customer journey. Automated bidding strategies also allow advertisers to maximize return on investment across channels, ensuring that budgets are allocated to the highest-performing placements. As AI continues to evolve, its role in streamlining campaign management and improving efficiency will only become more critical.

How Advertisers Can Adapt:

• Utilize AI-driven audience segmentation to deliver relevant ads to the right travelers at the right time.
• Implement automated bidding strategies to maximize return on investment across digital channels.
• Leverage predictive analytics to anticipate travel trends and adjust marketing strategies accordingly.

Unlock More Travel Marketing Insights

These five trends are reshaping the future of travel marketing, but the opportunities don’t stop here. Travel brands that embrace data-driven advertising, innovative digital strategies, and emerging consumer behaviors will be the ones that thrive.

For a deeper dive into how travel advertisers can adapt to these trends, download our eBook, Ad-Venture Awaits: Nailing Advertising Campaigns for Unique Travel Groups. Inside, you’ll find:

• A breakdown of key travel audiences and how to reach them
• Proven digital advertising strategies to maximize engagement and conversions
• Real-world case studies from brands that are driving results in the travel industry

Get the insights you need to optimize your travel marketing strategy today. Download your copy here!