As we head into the holidays, our 2025 Travel Industry Insights Report shows how the travel landscape is evolving, becoming less about movement and more about meaning. Within it, we see that travel advertising appeared to cool off, with TV ad impressions falling 9% year-over-year. This pullback reflects consumer caution, with nearly 9 million fewer U.S. households expressed interest in domestic travel compared to the previous year.
But that 9% drop masks a more dramatic shift. The industry isn't simply shrinking, it's fracturing. Airlines saw impressions plummet 67%, while experience-focused advertisers surged. This represents a fundamental re-evaluation of why we travel, and the smartest brands are advertising the destination, not just the transportation.
The clear winners in 2025 are those selling the experience and "why" of travel. The Destination Experiences category grew ad impressions by 45%, and Cruises increased by 17%. Individual brands, meanwhile, made aggressive plays: Universal Orlando increased TV spend by 517%, Disney Cruise Line by 361%, and MSC Cruises by 213%.
These brands understand that cautious consumers want a sure bet with their precious travel time: an all-in-one, memorable event. Consumer sentiment validates this strategy. Great Wolf Lodge earned the top spot for positive online sentiment at 39%, with conversations praising its "fun, family-friendly atmosphere" and "unique amenities." The experience itself has become the industry's most powerful differentiator.
Holiday Takeaway: Position your brand as part of the experience, not just the journey. Whether it’s festive destinations, family-friendly getaways, or luxury escapes, tailor messaging to moments of joy and togetherness that define the holiday mindset.
What's truly fascinating is the deep divide within categories. Rather than uniform pullback, brands are making completely opposite bets.
Booking Sites: Expedia leaned in with a 42% increase in ad spend, promoting its new "One Key" loyalty program. Rival Booking.com pulled back TV spend by 31% to focus on building its "connected trips" ecosystem, keeping users within its app.
Hotels: Marriott grew its ad presence by 45%, while Hilton cut TV spend by 42%. But Hilton's move was surgical. The umbrella brand pulled back while making a 29,387% targeted investment in its luxury Conrad line, a clear pivot toward high-end consumers.
Airlines: This category saw the most dramatic split. Domestic carriers like Southwest reduced spend by 89%, retreating from broad-reach TV. International carriers like Qatar Airways ramped up spend by 163,763% and Emirates saw an investment increase of 681%, launching significant brand-building campaigns to compete for lucrative premium travelers.
Holiday Takeaway: Use segmentation to your advantage this holiday season. Whether targeting value-seekers booking family travel or high-end consumers planning international holidays, precision beats scale. Align creative and channels with each audience’s intent and spending power.
These divergent strategies respond to a smaller, more competitive landscape. With 27% fewer households interested in domestic travel, every ad dollar must work harder.
The efficiency gap is stark. Caesars Entertainment achieved a 71% match rate for reaching travel intenders. By contrast, some brands saw less than 20% of ads reach this critical group.
To effectively engage the modern traveler, brands must pivot to where this audience is actively consuming content: premium streaming. Consumers interested in domestic travel over-index on critically acclaimed, narrative-driven shows like Hulu's Only Murders in the Building and Netflix's A Man in Full.
Holiday Takeaway: As audiences shift to streaming during the holidays, prioritize addressable, data-driven placements across premium CTV. Focus spend where travelers are most engaged: with content that mirrors the emotional tone of the season.
The travel advertising playbook has been rewritten. The real story isn't the 9% overall decline, it's the fracture: experience over logistics, precision over reach, and streaming over linear. The audience is smaller, more selective, and watching content on different screens. Success means using data to efficiently find and engage the right travelers, wherever they are.
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