Turbulence Ahead: Navigating Travel Advertising in 2025

Like a lot of industries, 2025 has shaped up to be an uncertain one for travel advertisers. 

Originally, there were predictions of strong demand from both leisure and business travelers. As we’re coming off a three-year, post-pandemic boom, travel industry growth rates were expected to moderate, but overall momentum was still trending upward. Travel-related companies spent $9.86 billion on media advertising in 2024 — with 78.4% of that going toward digital channels. 

Airlines like United and Delta also entered 2025 bullish, citing strong demand and record-breaking passenger projections. The International Air Transport Association (IATA) anticipated that a record 5.2 billion people would fly this year — a 6.7% increase year-over-year.

But as Q1 came to a close, economic headwinds began to shift outlook. Interest rates remained high, inflation persisted, and consumer sentiment around travel began to wobble — especially in the wake of several high-profile airline safety incidents. As a result, several major carriers are now warning of softening travel demand as we enter what is usually one of the busiest travel seasons of the year. 

So how should travel marketers respond in this moment of uncertainty?

Prioritize Staying Top of Mind

It can be tempting to pull back ad spend in moments of uncertainty — but history tells us that can be a costly mistake.

Looking back on previous downturns, one pattern becomes clear: brands that maintained visibility through strong, high-visibility channels came out ahead. A McGraw-Hill study of the 1980s recession found companies that kept advertising saw 256% higher sales than competitors who pulled back. And Harvard Business Review’s analysis of the 2008 recession showed that brands who maintained spend and invested in TV-based brand-building gained market share and drove stronger post-recession financial performance. 

We’ve seen this play out with MNTN advertisers as well. Brands that kept their CTV campaigns live during the early months of the COVID-19 pandemic saw a 26% higher return on ad spend (ROAS) in the following months compared to those who went dark. These same brands increased their CTV spend by 63% soon after — and continued to see sustained performance growth. 

The takeaway for travel brands in 2025? Cutting spending may feel safe in the short term, but maintaining visibility — especially on accountable, measurable channels like CTV advertising — positions your brand to gain a long-term market advantage. 

How to Weather the Storm: Smart Strategies for 2025

Even when wallets tighten, travel is one of the most resilient consumer sectors. People rarely stop traveling — they just change how they do it. The key for advertisers is to adapt their messaging, creative, and offers to reflect changing consumer priorities. 

Here’s how to meet customers where they are:

#1 Focus on Peak Travel Moments:

Demand during key travel booking windows throughout the calendar — moments like holidays, summer, and school breaks — will likely remain fairly strong. Travel brands should ramp up campaigns strategically around these moments when interest is high and consumers are most likely to book.

#2 Promote Affordable, Flexible Travel:

Value matters more than ever in 2025. Consumers are looking for smarter, more affordable ways to get away, and travel marketers that spotlight flexibility and affordability will be the ones that stand out.

Here are some features that might appeal to these cost-sensitive travelers:

• Staycations: Highlight the charm of nearby destinations — regional hotels, small-town gems, and local cultural hubs — that offer stress-free escapes without the cost of airfare.
• Road Trips & National Parks: Car travel is booming again, so highlight scenic routes, RV-friendly stays, and car rental packages.
• Off-Peak Deals: Consider encouraging midweek and shoulder-season travel through special offers and personalized discounts

#3 Highlight Travel as a Mental Health Necessity:

In recent years, travel has been reframed from luxury to necessity — a tool for maximizing self-care. Using language like “reset,” “unplug,” or “escape burnout” might resonate with those consumers looking for a break during tumultuous and stressful times.

#4 Creative Relatable (And Realistic) Creative:

Consumers feeling the financial pinch won’t connect with luxury-centric imagery. If it makes sense for your brand, you may want to ditch the aspirational in favor of something authentic. This kind of grounded storytelling can help to foster trust and drive conversions — especially when paired with value-based offers. 

Rerouting your 2025 Travel Advertising Plans

Yes, 2025 is likely to be full of turbulence for travel advertisers, but it’s not a full-on storm just yet. Travel has proven time and time again that it’s not just resilient — it’s deeply embedded in how consumers escape stress and reconnect in times of turmoil. And when done right, advertising can reflect that. Brands that lean in by offering flexibility, affordability, and emotional value won’t just survive 2025, they’ll come out of it with stronger loyalty and a bigger share of mind.