OOH advertising influencing travelers as travel activity accelerates

Photo: Generated by AI. Adobe Stock.

July 22, 2025

More than half, 66%, of travelers report being influenced by out-of-home advertising and consumers are traveling as much or more than the pre-pandemic time frame.

Those are top findings from a study from the Out of Home Advertising Association of America conducted in partnership with The Harris Poll.

The study, “2025 Travel and OOH Impact Study,” revealed 83% of consumers are planning trips and daily travel has also increased with four in 10 driving more today than before COVID, according to a press release on the findings.

Nearly nine in 10 Gen Z adults are planning leisure trips in the months ahead.

“More than half of consumers say they have added a destination to their bucket list after seeing it in an OOH ad on highways, city streets, or airport concourses. That makes OOH a powerful trigger for discovery and purchase,” Anna Bager, president and CEO, OAAA, said in the release. “These findings show that when brands need to drive real-world action, OOH is the media that moves people.”

The study highlights how OOH travel ads inspire action:

Travel-related OOH ads are not only memorable. They drive decisions.

More than half of consumers recall seeing travel-related OOH ads.

Two-thirds of those exposed say these ads influence where they go, what they do, and where they stay.

More than half say they have added a destination to their travel bucket list after seeing it advertised in OOH.

In airports, OOH continues to command attention and spark action;