Looks like you’re on the UK site. Choose another location to see content specific to your location
In a year of unforeseen events and economic uncertainty, people’s desire to travel and experience new cultures remains unfazed. They continue to prioritise travel. In fact research from Google, Deloitte and industry partners predicts a 60% increase in international travellers by 20401 .
European destinations will continue to be a major draw and the Middle East is predicted to see an influx of travellers, with the highest predicted annual growth in inbound arrivals1 .
Where better then to announce the huge news that your country will host the FIFA 2034 World Cup than in large format Digital out of home on the world’s most famous outdoor screen.
London’s Piccadilly Lights was the obvious choice for Saudi Arabia’s big reveal as it was confirmed as the 2034 host nation. A significant fillip for Saudi Tourism as the kingdom looks to boost its appeal as a travel destination by putting DOOH at the centre of the plan.
Download Planning ahead for the big getaway
57% of travellers search online when planning a holiday, while 38% of Gen Zs look to social media for inspiration. The launch of AI trip planners could see travellers plan alternative itineraries for themselves based on personal preferences and the type of destination.
Ocean Insight
TV is a lead medium for travel, accounting for 41% of media share in the travel category. However, the days of traditional peak TV, fuelled by popular travel shows like Wish You Were Here or the BBC’s Holiday are long gone as linear TV audiences see a decline.
Where the people are
To find out, Ocean partnered with Ebiquity to conduct an OOH audit. One of Ebiquity’s findings analysed TV campaigns with and without OOH support, and assessed their impact on sales, isolating all comparable components between campaigns.
Ocean Insight
More brands should combine their OOH spend with TV. Ebiquity’s audit reveals that TV ROI increased on average by as much as 35% when supported by OOH. And OOH generates the biggest boost for TV efficiency (6%) compared to online display, organic search and social media.
Download Booking trends and peaks
Download January is a peak booking period for the Easter and summer getaways. Last year2:
- 35% of Brits booked their 2024 summer holiday one to three months before departure
- 23% booked four to six months in advance
- 27% booked more than six months before their summer escape
September is a second booking peak for winter escapes:
39% plan to book their flights and hotels 1 to 3 months before departure, 22% expect to secure their plans 4 to 6 months ahead, while 26% have already booked more than 6 months in advance.
The pattern differs for Gen Zs seeking out of season deals:
- 46% say they are travelling “much more or more frequently”
- 63% said they would plan a trip out of season to get better deals, avoid the crowds and experience milder weather
- 39% are opting for train travel more often as they are conscious of their impact on the environment3
Download Wish you were here
Multiple independent studies have established how premium OOH drives brand fame. DOOH also allows brands to make the most of peak booking times and targets hard to reach diverse audiences and elusive or light TV viewers.
Ocean Insight
Full motion DOOH delivers 2.5x memory encoding and emotional intensity than static advertising4.
Download So, how should travel brands show up?
Advertisers harnessing creative formats like 3D DeepScreen® see the number of viewers actively noticing and engaging rise to 55%, which increases to 64% amongst 18 to 34-year-olds5. 3D DeepScreen® also enjoys a 17% increase in creative appeal versus 2D full motion.
Saudi Tourism and Marriott Hotels are just two brands using DeepScreen® to enhance creative effectiveness.
Download Day part OOH campaigns light up the dark nights by showcasing sunny destinations after sundown.
Weather triggered campaigns respond to real time conditions like freezing temperatures and relentless rain, offering the perfect antidote: sunshine and blue skies.
Blue Monday bliss – infamously designated the saddest day of the year and observed on 20th January, Blue Monday is a golden opportunity to inspire wanderlust and boost 2025 bookings.
Maximising visibility
Data suggest travellers conduct extensive research ahead of their trips. They are not simply booking; they are seeking confidence and reassurance in their decisions which is where Ocean Labs comes in, creating immersive travel brochures.
Bringing your campaign to life with Ocean Labs
Download - Interactive maps allow audiences to explore dream locations before they book
- AI tours offer live data and destination insights
- Gesture control can trigger specific interactive features such as a surround view of a hotel or resort
- Shoutout technology can immersive audiences in any location
-
On Boxing Day, Sandals resorts launched a two week promotion bringing the warmth and sounds of the Caribbean to Westfield London. The campaign harnessed Ocean Labs’ sound technology, complete with Bob Marley and The Wailers’ uplifting anthem, 3 Little Birds.
- Ocean Mixed Reality employs haptics, skeletal tracking and mobile interactivity to fully immerse OOH audiences in dream destinations which can be tailored for your audience
- Ocean React uses live data to deliver up-to-the-minute destination insights. For instance, your brand can showcase the current weather, encouraging bookings when the weather at home is dreary.
- Social amplification – Ocean Studio offers brands an opportunity to capture impact in motion, 3D and on social, producing high quality shareable video content of their OOH campaign. This is important because our Neuroscience research reveals a 21% lift in brand perception and 3% lift in memory encoding when people see a DOOH post on social media compared to a conventional brand social post.
To maximise your travel and tourism campaigns, contact sales@oceanoutdoor.com
Download Sources
- Google / Deloitte Global, Next Gen travellers and destinations 2024
- YouGov travel booking trends 2024
- Travel Weekly May 2024
- Ocean Outdoor: Neuro-Insight part 1
- Opinium research 2023
More from Ocean...
