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What holiday season travel means for advertisers

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

About a third of US adults said they will definitely travel this holiday season, and another quarter said it’s likely.

Beyond the chart: A return to the skies and roads has bolstered the US travel industry’s digital ad spend, which will reach $5.23 billion this year and exceed pre-pandemic heights in 2023, per our forecast.

The travel resurgence has also boosted the US digital out-of-home ad market, which will hit $2.64 billion and also surpass its 2019 level next year. Both travel and out-of-home will grow their digital ad spend as a response to consumer behavior, and as a pivot from traditional formats.

More like this:

Read yesterday’s Chart of the Day here.

Methodology: Data is from a September 2022 report from Out of Home Advertising Association of America (OAAA) titled "OOH Opportunities Consumer Insights & Intent Q4 2022: Holiday Travel and Shopping," conducted by The Harris Poll. During September 2-6, 2022, The Harris Poll surveyed 1,000 US adults aged 18+ online on behalf of OAAA. Data is weighted to reflect the US general public across age, gender, race/ethnicity, region, income, household size, and employment.