With global travel demand soaring, people are eager to explore the world again, seeking experiences they’ve missed following years of instability. Brands have a key opportunity to connect with these enthusiastic travellers on a number of levels. Using insights from our consumer research panel, @TheLocal, YouGov and Nielsen, we reveal how OOH can effectively target relevant audiences and drive sales in this booming travel landscape.

Brits prioritise holidays amidst soaring travel demand

According to the World Travel and Tourism Council, travel is breaking all records in 2024, dating back to pre-pandemic levels, as demand remains strong.¹ Looking back at 2023, 67% of Brits took a holiday, with international and domestic travel rising rapidly.² According to YouGov data, going on holiday is still a priority for many, with 42% of Brits surveyed saying that they would rather cut back elsewhere than compromise on a holiday.³ Additionally, of those who said they’re planning to take a trip in the next 12 months, 57% anticipate taking two to four.⁴

UK travel trends

Travel remains a strong and growing industry, but there is a noticeable increase in cost conscious travellers who set and stick to their budgets. ⁵ This trend aligns with data showing that more than half of travellers plan their holidays well in advance to take advantage of lower prices.⁶ According to a new Advantage Travel Partnership report, 63% of Gen Z travellers said they would plan a trip out of season to get better deals, avoid the crowds and experience milder weather.⁷ Rather than posing a challenge for brands, this trend presents an opportunity to start advertising ahead of peak holiday seasons. It also allows budget travel brands such as Ryanair, EasyJet and various booking platforms to attract these savvy customers.

When planning a holiday, the top resources people rely on include online searches, recommendations from family and friends, travel websites and social media.⁸ The Advantage Travel Partnership report also highlights that 38% of Gen Z travellers use social media as their primary source of holiday inspiration.⁹

OOH can play a key role here as we know it has a positive impact on digital channels, particularly social media. A prominent IPA & Rapport study revealed that OOH advertising enhances the effectiveness of other media, particularly search and social.¹⁰ This impact is further supported by neuroscience research. This found that memory of social media campaigns improved by 5% and dwell time increased by 32% among participants who were exposed to DOOH beforehand. Moreover, ‘approach’ or brand perception rose by 21%, and memory retention increased by 3% when participants viewed a DOOH campaign on social media compared to a standard brand post.¹¹ Travel brands therefore have a prime opportunity to leverage OOH, not only for its extensive reach and other unique benefits, but also to amplify the effectiveness of other channels.

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The opportunity with OOH

A recent case study highlighted the success of Tourism WA, which earned a prestigious award for its OOH campaign. The campaign, launched in September 2022, was featured across major locations such as Piccadilly Lights in London, New York City, Singapore and Japan. It significantly boosted Western Australia’s appeal as a destination for domestic and international travellers. Over the 16 months following the campaign’s launch, annual visitor spending in Western Australia increased by around 36%, and overnight visitors rose from 10.5m to 10.9m.¹² OOH presents a powerful tool for brands aiming to capture the attention of travellers in public and social spaces, as part of the wider consumer journey. With audiences placing greater trust in OOH compared to most digital channels, the medium has become crucial for brands, especially as trust has become the second strongest driver of profitability.¹³ When it comes to DOOH, our neuroscience research highlights the importance of full motion, which significantly boosts memory encoding and emotional response compared to static ads.¹⁴ Additionally, the integration of 3D DeepScreen® technology has proven to elevate audience engagement, particularly among 18-34 year olds.¹⁵ We’ve noted the impact of OOH on digital channels. Even when it comes to TV, we’ve seen from our recent research with Ebiquity, that the sales contribution increased by up to 35% when supported by OOH.¹⁶ By combining OOH with other media channels, brands can create a high impact strategy to influence travel decisions, ensuring they remain top of mind as consumers plan their next adventure.

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¹ World Travel & Tourism Council, 2024

² YouGov Profiles+ Great Britain, Datasets – November 27, 2022, November 26, 2023 

³ YouGov Custom Survey, UK, 13th-16th October 2023 

⁴ YouGov Global Travel Profiles, Filter – Trip types in N12M domestic OR international, Country – UK, Month – Jan-Dec 2023 

⁵ YouGov Global Travel Profiles, Filter – Type of traveller – Budget/Value traveller, Country – UK 

⁶ YouGov Profiles+ Great Britain, Datasets – December 4, 2022, November 26, 2023 

⁷ Travel Weekly, Social media main holiday inspiration for more than a third of Gen Z, May 2024

⁸ YouGov Global Travel Profiles, Filter – Trip types in N12M domestic OR international, Country – UK, Month – Jan-Dec 2023

⁹ Travel Weekly, social media main holiday inspiration for more than a third of Gen Z, May 2024

¹⁰ IPA databank case studies 2004-2016. “Standing on the Shoulders of Giants”

¹¹ Ocean Outdoor / Neuro Insight part 5: The Vital Ingredient, 2023

¹² Perth is OK! – Tourism WA win prestigious award after latest campaign an overwhelming success, 2024

¹³ Nielsen 2021 Trust in Advertising study. OOH 2022 data provided separately

¹⁴ Ocean Outdoor / Neuro Insight part 3: Appropriation & Amplification: A neuroscience view of full motion in DOOH, 2017

¹⁵ Independent research study carried out by Opinium on behalf of Ocean Outdoor, 2023¹⁶ Where the People are – research carried out by Ebiquity in partnership with Ocean Outdoor, 2024

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