How to attract travelers with data-driven tourism marketing

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

Read the report

Nearly three in five travelers 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 travelers from Mexico and 62% of travelers from the UK were undecided on their destination, indicating that these travelers may be even more open to destination inspiration.²

To appeal to travelers' 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 travelers to conversion. It’s also important to know how long people spend looking for vacation inspiration, so you know when to launch your campaign to attract more visitors.

We know that advertisers want to have a clear view of travelers’ buying journeys and the potential touch points they can have with travelers. That first moment, when travelers look for inspiration, is a key opportunity to influence travelers’ 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 travelers.

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 travelers 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 travelers and drive demand.

When it comes to connecting with travelers across channels, destination marketing organizations (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 travelers 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 travelers to consider your destination.

You could add a human touch to your mobile marketing campaigns by utilizing influencer marketing at this stage. If you’re working for a convention and visitors bureau, you can engage travelers 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 travelers 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 favorite TV show or movie? You’re not alone. TV shows and films are inspiring travelers’ wanderlust like never before. In fact, two-thirds (66%) of travelers shared that movies, streaming services, and TV shows have influenced their travel choices. Even more telling, 36% of travelers 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 travelers are looking to visit. 


• 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 traveler interest.

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

Travelers 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 organizations, 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 travelers looking for their next great escape.    

For all-inclusive properties, highlight the elevated experiences you offer. Consider using TravelAds, which allows you to customize 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, car rentals, or activities to simplify the planning process for travelers 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 along 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.