New Travel Marketing Channels in 2025: How CTV, Social Media, and Emerging Platforms Drive Results
The marketing playbook for travel brands is evolving at lightspeed. Gone are the days when print brochures and TV commercials alone could do the trick. Today’s travelers are digital, on-the-go, and bombarded with content – so cutting-edge marketing means meeting them where they are, in creative ways. As we head into 2025, a few strategies stand out for travel marketers looking to stay ahead: Connected TV advertising, social media influencers, and true omnichannel engagement. Adopting these modern approaches can give travel brands a major advantage in capturing attention and inspiring bookings.
Connected TV: Big Screen Impact with Precise Targeting
One of the hottest trends is the rise of Connected TV (CTV) advertising for travel. CTV refers to streaming TV content on internet-connected devices (Smart TVs, Roku, etc.) where advertisers can serve ads much like traditional TV commercials – but with digital targeting and analytics. With cord-cutting accelerating, streaming has become mainstream. In fact, roughly 80% of households now have a smart TV or streaming device in the U.S., making CTV one of the largest new opportunities to reach audiences. Advertisers are taking note: U.S. CTV ad spending climbed to $23.6 billion in 2024, up 16% YoY. Travel brands are increasingly moving budget here, and for good reason.
CTV offers the emotional and psychological impact of television combined with the precision of digital marketing. You can run a gorgeous 30-second video ad showcasing, say, the thrills of a Kenya safari on a big HD screen – and ensure it’s shown only to your target demographic (for example, high-income adventure travelers in certain ZIP codes with an interest in wildlife). Data-driven segmentation means travel marketers can reach precise traveler audiences that linear TV can’t match. And viewers tend to actually watch these ads: completion rates on CTV are about 95%, since people can’t easily skip them as they might skip online video ads. One report found CTV ads are 67% more effective than traditional linear TV ads for engagement and recall, thanks to better targeting and less ad fatigue.
Innovation in this channel is also about ad formats. We’re seeing the rise of interactive CTV ads – for example, a travel ad might include a QR code that viewers can scan to get a discount or a downloadable guide on their phone. Some CTV platforms allow “shoppable” ads or interactive travel quizzes using the TV remote. These engaging formats go beyond the static 30-second spot, letting viewers take action (like signing up for a newsletter or viewing a resort slideshow) right from their couch. Imagine a traveler seeing a stunning beach resort ad on Hulu, and with one click of their remote, being able to pull up room rates or a promo code on their phone – that’s the kind of seamless path CTV can create.
Another compelling use of CTV for travel is live event advertising. Live sports and big events are some of the most-watched programs on TV, and now many stream online with ad slots available. Travel brands have started to capitalize on this captive audience. For example, TravelSpike offers a Performance CTV package that places travel ads into premium live sports streams – NFL games, NBA playoffs, major golf tournaments, even the Olympics. This means a destination or airline can secure ad slots during, say, the Super Bowl or World Cup as it’s streamed on smart TVs, reaching millions of highly engaged viewers. Traditionally, advertising during such events was prohibitively expensive and broad. But with CTV, a travel brand could, for instance, show a ski resort commercial to streaming viewers in certain cold-weather states during a football game (targeting those most likely to be interested), rather than a generic national buy. The ability to slice and dice by geography, interests, even specific “affinity” audiences (like frequent travelers) brings programmatic precision to television. And the impact can be tracked – marketers get analytics on impressions, completion rates, and even follow-on actions from CTV campaigns, closing the loop to ROI.
In short, CTV is transforming travel advertising by bringing the storytelling power of video to the digital targeting realm. To leverage it, travel marketers should produce high-quality video creatives that evoke emotion (the wanderlust, the adventure, the relaxation) and use a partner or platform that can target those ads smartly. Whether it’s an Expedia ad appearing on Peacock streaming, or a tourism board’s spot running on ESPN’s app during March Madness, CTV is where travel brands can make a big splash with the right viewers. And don’t forget to integrate CTV with other channels – studies show combining streaming ads with old-school linear TV boosts ad recall significantly (by 34% in one analysis). It’s not about replacing traditional channels entirely, but augmenting them with CTV to maximize reach and precision.
Social Media & Influencers: Riding the Digital Word-of-Mouth
Another pillar of cutting-edge strategy is harnessing social media influence. Travelers today practically live on platforms like TikTok, Instagram, and YouTube when dreaming about and planning travel. According to recent research, a whopping 75% of travelers rely on social media for travel inspiration. Scroll through TikTok’s #travel feed and you’ll see why – endless snippets of hidden gems, food tours, and scenic vistas, all algorithmically served to interested users. In fact, TikTok has become so influential that it’s directly driving bookings: 40% of Gen Z travelers have booked a vacation because they saw it on TikTok, and 77% say TikTok content inspired them to visit a specific destination or buy a travel product. These are staggering numbers that indicate social isn’t just for brand awareness; it’s now a direct funnel for conversions in travel.
Travel marketers at the forefront are actively embracing influencer partnerships and user-generated content (UGC). Working with travel influencers – from mega-stars to micro-influencers – can put your brand in front of engaged communities of travel enthusiasts. The key is authenticity: an influencer’s audience trusts their recommendations, so an organic, story-driven promotion of your destination or hotel can carry far more weight than a standard ad. For example, a travel gear company might send a popular TikTok travel vlogger on an adventure trip with their backpack, leading to a series of viral videos that both entertain and subtly advertise the product. Or a tourism board might invite influencers to experience local culture and share honest posts, creating social proof that “wow, this place is worth visiting.”
One trend making waves is “set-jetting” – travel inspired by TV shows and movies. Streaming content has such cultural impact that over one-third of consumers (in some markets) say film/TV are their most important sources of travel inspiration. When a show like White Lotus or Emily in Paris catches fire, fans flock to those filming locations. The Four Seasons resort featured in White Lotus saw bookings skyrocket for months after the show aired, and New Zealand tourism continues to benefit from Lord of the Rings fans making pilgrimages (over half a million annually). Travel marketers can’t all produce a Hollywood series, but they can capitalize on this phenomenon. Expedia even released a “Set-Jetting” report predicting which new film locations will drive travel interest. Marketers should keep an eye on pop culture trends and incorporate them: for instance, a tour operator might blog about “Top 5 Game of Thrones filming sites to visit” or a city tourism bureau might run Facebook ads tying a locally-filmed movie release to visiting that city. By piggybacking on what’s trending in social conversations, you stay relevant and excite fans.
Crucially, engaging content is king on social. This means leveraging short-form video, stunning visuals, and interactive posts. Destinations are now using TikTok not just for pretty videos but as quasi-guides (e.g., quick hacks for visiting, secret spots only locals know). Some brands have even created their own TikTok personas or challenges – remember the viral #TikTokTravel challenge that had users posting their favorite travel moments? Such campaigns invite users to create content for you, exponentially increasing reach. One caution: authenticity matters to younger audiences. They can sniff out overly salesy or fake posts, so maintain a genuine tone and let real travelers’ voices shine in your social strategy.
Omnichannel Engagement: Guiding the Traveler from Dream to Booking
The last piece of the modern marketing puzzle is an omnichannel approach with smart retargeting. Travelers today bounce between devices and platforms constantly – researching on a laptop, checking prices on a phone app, watching travel vlogs on a smart TV, etc. If your marketing is siloed (say you only focus on web display ads, or only on email), you’re missing chances to connect the dots. Cutting-edge strategy means being present at each phase of the traveler’s journey and ensuring your message follows cohesively.
Picture this scenario: Someone sees a gorgeous ad for Japan tourism on their connected TV. Later, on their work computer, they google “Japan fall travel deals” – and your search ad or a content piece appears. They click through, read a blog on your site about Japan in autumn. That evening, scrolling Instagram, they see an influencer post (sponsored by you) about Japanese food experiences. Next day, they get a targeted email from your brand, “Ready to book your Japan adventure? Here’s 10% off.” Finally, they book. This orchestrated sequence is omnichannel marketing in action – each touchpoint reinforced the last, keeping the destination top-of-mind until conversion.
To do this, marketers must integrate their campaigns across digital, social, email, and even offline. Use retargeting pixels and CRM data to reconnect with people who showed interest. For instance, if someone visited your booking site but left, you can retarget them with a dynamic ad on Facebook showing the exact hotel they looked at, perhaps with a limited-time discount. Or if a user watched 50% of your YouTube travel ad, add them to a remarketing list for follow-up ads on websites. The technology today allows pretty sophisticated sequencing so you can tell a story over multiple touches rather than hammering the same message repeatedly. It’s important to tailor the content per channel: a playful TikTok video, a detailed informative blog, a persuasive email – each serves a different role in moving the customer along.
One should also consider the full funnel: inspiration, consideration, booking, and even post-booking engagement. Many travel marketers focus heavily on inspiration (the dreamy content) and booking (the sales push), but miss the middle. Providing helpful comparison tools, reviews, or travel guides (content marketing) on your owned channels can capture those in the consideration phase who are gathering info. And post-booking, a well-timed reminder or upsell (“Your trip is in 2 weeks – want to add a local tour?”) via email or app notification can increase satisfaction and revenue. Modern marketing platforms use AI to determine the optimal timing for these messages.
Let’s underscore the importance of retaining potential customers through the planning phase. Research shows about one in three travelers change their mind during the trip planning process – they might drop or swap destinations, or decide not to book at all. That’s a lot of wavering (and opportunity). To combat this, smart marketers employ sequential messaging and retargeting across channels to gently nudge travelers back. For example, if someone added a flight to their cart but didn’t check out, you could serve them a YouTube ad the next day with footage of the destination and a “Still interested? Don’t miss out!” note. Or send an SMS reminder if they opted in. The idea is to stay present (but not annoyingly so) from the moment you inspire them until the moment they hit “confirm booking” – and beyond (follow up with a thank you or a referral incentive after the trip).
In execution, an omnichannel strategy might involve a mix like the one suggested by experts for reaching holiday travelers: audio ads and podcasts for long drives or commutes, digital out-of-home ads near airports and train stations, mobile and social ads for those in planning mode on their phones, and CTV ads at home – all coordinated under a unified campaign theme. This ensures you touch the traveler’s life at multiple points. It’s not about overloading them, but about being the friendly presence that keeps saying “Hey, that trip is still a great idea – and we’re here to help you make it real.”
Finally, the cutting edge is also about measurement. New channels and strategies are great, but you need to prove they work. Ensure you’re using proper tracking (UTM tags, conversion pixels, etc.) and looking at multi-touch attribution, not just last-click. Use brand lift studies to see if that CTV campaign moved the needle in awareness, or footfall attribution to see if your mobile location-based ads led people to visit an attraction. The good news: many modern platforms provide these insights. For instance, you can get data on how a CTV ad campaign affected search volumes for your destination, or how many people exposed to your Instagram ad eventually visited your booking site. Metrics like ad recall, engagement rates, and conversion lift are crucial to refining your approach. The marketers who thrive will be those who iterate – trying new channels, measuring, and optimizing in a continuous cycle.
In conclusion, the travel marketing landscape in October 2025 is dynamic and exciting. Connected TV is bringing new life to “TV ads” with targeting and interactivity, social media is the modern word-of-mouth inspiring a new generation of travelers, and omnichannel strategies ensure we accompany the traveler every step of the way. Brands that innovate in these areas – while keeping an eye on personalization and timing through data – are poised to win hearts, minds, and market share. Whether it’s leveraging a viral TikTok trend or debuting a stunning CTV ad during the World Series, don’t be afraid to explore these cutting-edge avenues. Travel is all about adventure, after all – and the same spirit applies to marketing it. By embracing new strategies and technologies (and yes, by judiciously partnering with specialists like TravelSpike to reach those high-intent “travel intenders” efficiently), you can ensure your marketing is as adventurous and effective as the experiences you promote.
Here’s to innovating now, so more travelers pack their bags tomorrow!
