Despite higher gas prices, airfares, interest rates and inflation, the wave of travel that emerged as the impacts of the pandemic eased has shown no signs of abating. With Memorial Day and the official start of summer officially upon us, all signs and survey results point to record, or near record, levels of travel by land, air, and sea.
Research conducted by the AAA, the roadside assistance member organization, concludes that Memorial Day travel activity will approach numbers not seen in 20 years. Nearly 44 million people will travel at least 50 miles from their homes during the extended holiday weekend, representing a 4.1% jump from last year. The numbers could even eclipse the record of 44 million set in 2005.
Even though the consumer price index for airline tickets has skyrocketed by 25%, the largest jump since 1989, demand for air travel is also expected to rise by nearly 5% this summer travel season as compared to last. This is also more than 9% higher than 2019, the year before pandemic disruptions began.
While enthusiasm for travel is seen across many age groups, younger travelers are literally and figuratively driving this year’s trends. According to data from PMG, 65% of Gen Z’ers and 72% of Millennial respondents will spend more on leisure travel this year than last. Three out of five plan to travel distances to concerts, sporting events, comedy shows, and other events that are at least 50 miles from their homes.
Overall, Americans are expected to spend just shy of $315 billion on travel this summer, far outpacing the $208 billion spent in the pre-pandemic year of 2019.
The preponderance of Memorial Day and summer travel data may not be welcome news for those concerned about highway traffic or stressing about crowded airports. But it does bode well for brands that want to use Out of Home advertising to reach audiences on the go.
Throngs of travelers will see and react to OOH advertising messaging as they hit the roadways and move through the country’s airports. According to the most recent OAAA/Harris poll, 78% of consumers who see digital OOH ads are influenced to act. Additionally, 74% of exposed respondents use their mobile phones to visit a brand’s website or social media presence, download an app, or search for and then order a product.
With more eyeballs on roadside billboards, digital signs on transit systems, airport advertising displays, and more, brands that invest in OOH, particularly retailers, restaurants, and other industries that typically benefit from active travel seasons, are likely to see an increased return on their investment throughout the summer.
To receive a free morning newsletter with each day’s Billboard insider articles email info@billboardinsider.com with the word “Subscribe” in the title. Our newsletter is free and we don’t sell our subscriber list.
Paid Advertisement
