How to attract travellers with data-driven tourism marketing

Did you know that 60% of travellers start planning their trip without a specific destination in mind?¹ Data like this can change how and when you communicate with travellers. By understanding travellers’ buying journeys from looking to booking and the latest travel trends, destination marketers can attract travellers and even shape destination decisions.

Read the report

Nearly three in five travellers surveyed didn’t have a specific destination in mind or considered multiple destinations when they first decided to take a trip. More than 80% of travellers from Mexico and 62% of travellers from the UK were undecided on their destination, indicating that these travellers may be even more open to destination inspiration.²

To appeal to travellers’ wanderlust and price-consciousness, travel advertisers should consider showing breathtaking locations and interesting experiences along with compelling deals and clear calls to action to drive travellers to conversion. It’s also important to know how long people spend looking for holiday inspiration, so you know when to launch your campaign to attract more visitors.

We know that advertisers want to have a clear view of travellers’ buying journeys and the potential touch points they can have with travellers. That first moment, when travellers look for inspiration, is a key opportunity to influence travellers’ choices and the window to reach people is 33 days long on average.³

Your current strategy might be to advertise to an audience that already showed an interest in your location, but the data is clear that there’s a large opportunity to create impactful ads that drive those looking for inspiration to consider new destinations—including yours.

Our destination marketing guide can help you create successful ad campaigns that drive results with more travellers.

Get the marketing guide

Inspiration can come from many sources, like family recommendations or advertisements, so destinations need to ensure that they have a multi-channel approach to appeal to travellers during this stage. All our solutions help get your destination in front of our motivated travel audience.

If you’re looking to take your budget further, you could consider a co-op campaign. These campaigns are cost-effective and help marketers meet collective goals, and we do the heavy lifting to connect complementary destinations, hotels, airlines and more to engage jointly with travellers and drive demand.

When it comes to connecting with travellers across channels, destination marketing organisations (DMOs) see over 80% higher engagement with our native display ads compared to standard display ads.⁵ Our native advertising solution uses contextually relevant, non-disruptive ads seamlessly integrated across our 200+ travel websites and apps. These experiential ads allow you to highlight multiple features and images with a single placement and create a pleasing experience for travellers when they’re looking for inspiration or ready to book.

For those in destination marketing, tapping into social media as part of your mobile marketing strategy is an effective way to get travellers to consider your destination.

You could add a human touch to your mobile marketing campaigns by utilising influencer marketing at this stage. If you’re working for a convention and visitors bureau, you can engage travellers on social media by highlighting what they could expect if they choose your destination by using captivating images and copy that highlight authentic experiences.

We’ve pulled trend takeaways to help shape your marketing campaigns and get your destination in front of our global audience of high-value travellers who are coming to dream about, research and book travel on our trusted brands.

Read the Unpack ’25 report

Do you ever dream of stepping into the world of your favourite TV show or movie? You’re not alone. TV shows and films are inspiring travellers’ wanderlust like never before. In fact, two-thirds (66%) of travellers shared that films, streaming services and TV shows have influenced their travel choices. Even more telling, 36% of travellers said TV and films are more influential on their travel plans than they were last year.

From the rolling Scottish Highlands to the rugged landscapes of Wyoming, here are some of the Set-Jetting Destinations travellers are looking to visit. u2028

• Dubai, United Arab Emirates
• Wyoming
• Montana
• New York City
• Cape Town, South Africa
• Scotland

Stay up-to-date with trending Set-Jetting Destinations to capture traveller interest.

For airlines, consider using Flights Sponsored Listings to promote your deals to Set-Jetting Destinations and capture demand from travellers looking to explore the iconic locations they see on screen. Hotels in these destinations can lean into this trend by using TravelAds. Customise your ad listings with compelling messages and visuals that connect to memorable scenes and capture travellers’ attention to entice them to book with you.

Travellers want experiences that go beyond the ordinary. Inspire them to book with you by elevating unexpected offerings available at your destination in your advertising and marketing content.

For destination marketing organisations, hotels and airlines in Detour Destinations, collaborating on a co-op campaign is a strategic way to extend your marketing spend and increase brand awareness. Highlight lesser-known attractions and cultural gems in your area to help you and your co-op partners reach travellers looking for their next great escape.    

For all-inclusive properties, highlight the elevated experiences you offer. Consider using TravelAds, which allows you to customise your ad copy and spotlight the benefits and all-inclusive amenities at your property, like top-tier dining experiences and luxe spa services.

Travel brands can offer packages that combine a property with flights, hire cars or activities to simplify the planning process for travellers and appeal to those looking for convenience. Destinations can also lean into this trend through display advertising. Incorporate images of all-inclusive resorts at your destination alongside to make that ultimate sense of relaxation come to life.

Advertising on Vrbo can help your destination tap into this growing audience looking to book their next JOMO Travel escape. Position your destination as an ideal getaway for those looking to disconnect and rejuvenate.