New OAAA study reveals OOH drives travel destination decisions

The Out of Home Advertising Association of America (OAAA) released its 2025 Travel and OOH Impact Study, conducted in partnership with The Harris Poll. 

The new study reveals that daily travel has not only returned post-pandemic, but it’s accelerating, 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, out of home (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 moments decisions are being made. 

“More than half of consumers say they have added a destination to their bucket list after seeing it in an OOH ad on highways, city streets, or airport concourses. That makes OOH a powerful trigger for discovery and purchase,” said Anna Bager, President and CEO, OAAA. “These findings show that when brands need to drive real-world action, OOH is the media that moves people.” 

The study highlights four key trends shaping the role of OOH in the current travel season. 

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. 

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.