THE DIGITAL SHIFT IN TRAVEL

Whether you're a tourism board, attraction, hotel, or regional destination, if you're not capturing travelers during their digital planning journey, you're losing visitors to competitors who are.

Source: Basis Technologies via Statista Market Insights

HOW TRAVELERS RESEARCH & PLAN

Travelers want ads tailored to destination types, budget offers, and easy booking.

One in 3 travelers uses Google and AI tools to research destinations and compare prices.

Another third plan to spend even more time searching for deals this year. When choosing where to stay, 75% prioritize price, proximity to attractions, amenities, and reviews—in that order.

Source: Basis Technologies via Kantar/Mintel

TOP DESTINATION INFLUENCES:

• Family/friends at destination (40%)

• Weather (38%)

• Specific attractions (34%)

WHERE TRAVELERS SPLURGE

Your messaging should focus on memorable experiences and worth-it upgrades, not on discounting everything.

Budget-conscious doesn't mean cheap. Travelers strategically spend on experiences (75%), meals (76%), and accommodations (54%) while cutting back on souvenirs and extras.

Source: Basis Technologies Travel Research

WHO'S VISITING REGIONAL TRAVEL DESTINATIONS

Regional travel is booming.

Leisure travel accounts for over 80% of all trips, and 65% of travelers plan to stay within the Americas—making regional destinations prime beneficiaries. One in 3 Gen Z and Millennials took two to three trips last year. Nearly half of all vacationers travel with family.

Source: Basis Technologies via Kantar/Mintel & MRI Simmons

WHERE SMART TRAVEL MARKETERS INVEST

Your competitors are doubling down on digital—here's where they're putting their money.

Travel ad spend surged 25% year-over-year, driven by a 46% increase.

Search captures 50% of total spend because it reaches travelers when they're actively researching. Social takes 20% by connecting during the inspiration phase.

Spending also follows seasonal patterns—peaking January through late spring and again in fall as travelers plan summer and holiday trips.

Source: Basis Technologies via MediaRadar 360 & Pathmatics

OGDEN DIGITAL

SUCCESS STORY

Case Study: Friends of Flight 93

THE CHALLENGE

Friends of Flight 93, a national nonprofit operating a memorial to the passengers on that plane who lost their lives on 9/11, needed to drive website traffic and donations with limited marketing resources. The organization needed to reach veterans, military supporters, families, and civic-minded individuals across multiple regional markets while maximizing the impact of a tight nonprofit budget.

THE STRATEGY

Ogden Digital developed a 6-month multi-channel approach centered on emotional storytelling and strategic geographic targeting. To maximize limited nonprofit resources, we shifted campaign targeting across different geographic markets monthly.

THE RESULTS

Friends of Flight 93 received 70 new donations as a direct result of the campaign, and about 100,000 new users to its website. Strategic geographic rotation combined with platform-specific messaging allowed the nonprofit to maximize reach across multiple markets while optimizing limited budget resources.

Social Media

• 12.07% average CTR (4.3x industry benchmark)

• 72,201 clicks

• 567,339 impressions

Email

• 19.31% average open rate

• 1.80% average CTR

• 3,252 clicks

• 180,000 total sends

Display

• 1.1 million impressions

• 0.24% CTR

• 2,548 clicks

Digital Out-of-Home

• 512,281 impressions

• Reinforced brand awareness across five geographic regions

READY TO ATTRACT MORE VISITORS?

Digital channels control 67% of travel revenue.

Your competition is already there.

Whether you're marketing a destination, attraction, hotel, or regional experience, let's get you there, too—with smarter strategy, better targeting, and measurable results.

A BIT ABOUT US

Local Roots, Digital Reach:

Crafting Community-Driven Success Stories