Daily travel of most consumers is at or above pre-pandemic levels
The latest FOARE-sponsored research from OAAA and The Harris Poll reveals that daily travel is not only at pre-pandemic levels for most, but it’s accelerating for many, with nearly 4 in 10 consumers driving more today than before COVID.
Eighty-three percent of U.S. adults and nearly 9 in 10 Gen Z adults are planning leisure trips in the months ahead. As people hit the road and take to the skies, OOH ads are catching their attention, shaping their plans, and sparking everything from destination ideas to hotel bookings, whether spotted on a billboard, bus stop, or airport wall.
For marketers looking to reach consumers on the move, the findings reinforce OOH’s unique ability to influence travel behavior in real time. OOH delivers high-impact messages at the exact moment decisions are being made, with more than half of consumers reporting they have added a destination to their bucket list after seeing it in an OOH ad.
The study highlights four key trends shaping the role of OOH in consumer travel planning and trips.
Consumers Are Out and About
Americans are highly mobile and actively engaging with the world around them.
- In the past week, 79 percent rode in a car and 58 percent walked in a city or downtown area.
- Nearly 4 in 10 say they are driving more today than before the pandemic.
- Popular activities include visiting shopping districts and local attractions.
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.
Travel Momentum Is Building
Vacation plans remain strong, and for many, spending is up.
- Four in five adults are planning leisure trips this year.
- Most will take about nine days off, and more than one in five are planning two weeks or more.
- Hotels are the top accommodation choice, with 60 percent planning to stay in one.
- One in four travelers say they will spend more this year compared to last summer.
Airport OOH Ads Leave a Lasting Impression
In airports, OOH continues to command attention and spark action.
- Sixty-nine percent of flyers say they notice OOH ads in airports.
- Eighty-seven percent of those who notice them take action, most often by looking up a brand or product online.
As Americans move through airports, highways, and cities, OOH is guiding them every step of the way, turning everyday travel moments into discovery and inspiration for what’s next. It is driving awareness, intent, and decision-making when it matters most.
OAAA members can download the complete study and supporting Infographics here, and register for the upcoming webinar review of the research on July 16th at noon EST.
Published: July 10, 2025