According to a Marriott International survey, 36% of UK travellers plan to take more holidays in 2025 compared to 2024 and another 41% expect to maintain their current travel levels . Plus, the average spend for a main holiday exceeds £3,000 in 2024, reflecting a significant investment in travel experiences.
As travel spend remains a priority for Britons in 2025, travel agencies have the opportunity to create advertising campaigns that capture attention, stir wanderlust, and inspire consumers to book that dream holiday.
For small, boutique travel agencies, effective advertising has never been more important. Competition from large online travel agencies (OTAs) like Booking.com and Expedia make it critical that you are able to remind people of the personalised and tailored services you can offer.
Here, we’ll explore how to get the most out of your advertising campaign. Specifically, we’ll dive into why out-of-home advertising is a particularly valuable resource for building a sense of community and drive home the personal touch you provide to attract local customers, and amplify your message.
What good advertising looks like for travel agencies
By utilising a strong mix of channels, you can enhance brand visibility and interaction, leading to a more impactful campaign that reaches a wider audience and drives greater engagement. These can include:
Out-of-home: With benefits like hyper-localisation, wide reach, and commanding presence, outdoor advertising provides an ideal foundation for a successful travel agency campaign.
Social media: Video and image-driven social media platforms like Instagram, TikTok, and Pinterest are very beneficial when it comes to creating travel inspiration, allowing you to share captivating content that resonates with those looking to take a trip.
Paid search: Google and Bing Ads provide effective advertising platforms because they target users who are already actively searching for travel inspo or travel booking services, delivering high-intent traffic and helping drive conversions.
Email marketing: Ideal for building long-lasting customer relationships and promoting deals and limited-time offers, email marketing can effectively promote targeted specials to an engaged audience.
Impactful advertising is all about consistent, aligned messaging across your chosen advertising platforms. For example, by focusing on billboard advertising as the cornerstone of your campaign and integrating digital and social platforms to support it, you can create a cohesive and compelling message to build a successful advertising campaign for your travel agency.
Why billboard advertising is essential for travel agencies
Billboard advertising not only offers a wider reach, but it’s also uniquely positioned to inspire travel by reaching consumers while they are out and about, often in relaxed or discovery-driven mindsets–like shopping, walking the dog, or waiting for the train.
According to Statista, (a leading online statistics portal) in the second quarter of 2023, 52.32 million unique individuals saw out-of-home ads in Great Britain. And, nearly 2/3 of those planning a holiday in the next 12 months have seen an Out-of-Home ad in the past week.
This extensive reach highlights the power of out-of-home advertising to connect with audiences at scale, offering an ideal opportunity to capture attention and inspire action.
Here are three ways billboard advertising can elevate your travel agency’s campaign:
Commanding presence: This real-world presence creates a direct connection with consumers in moments where they are open for inspiration, making out-of-home a powerful tool to inspire their next adventure.
Demonstrates credibility: Billboard advertising allows travel agencies to demonstrate credibility by showcasing destinations, awards, or partnerships with trusted travel brands, reinforcing your reputation as reliable experts within the community.
Creates a sense of community: Billboards can create a sense of community by highlighting popular local travel spots or connecting audiences with shared travel aspirations and encouraging them to embark on group adventures with families and friends.
Buying billboard space is just the start—success requires compelling creative and strategic planning. Here’s how to make your campaign impactful:
A creative idea: Stand out with unique, interactive ideas that inspire travellers to imagine and book their next trip.
Local targeting: Place ads in high-traffic areas with tailored messages that connect with local preferences and travel opportunities.
Dynamic displays: Use digital billboards to adapt messaging in real time based on factors like weather, time, or trending destinations.
Inspire action: Incorporate striking visuals and strong calls-to-action to spark curiosity and drive immediate bookings.
Align messaging: Ensure alignment across billboards, social media, and email to reinforce your message and guide customers from awareness to booking.
By keeping these strategies top of mind, your billboard campaign can effectively capture attention and inspire travellers to book their next adventure. Thoughtful execution and a cohesive approach will help your travel agency stand out and resonate with your target audience.
Further reading: 5 essential steps for crafting a high-impact billboard campaign strategy
Your successful billboard campaign starts here
As a travel agency looking for ways to stand out amongst large automated travel platforms and instil confidence within your local community, billboard advertising is a critical resource to explore.
A well-crafted billboard campaign, supported by digital platforms, not only emphasises the personalised service that boutique travel agencies provide but also strengthens connections within your local community, enhancing your reputation as a trusted and dependable travel partner.
At Alight, we specialise in enhancing visibility and building brand awareness for small businesses like yours through our extensive UK network of billboard and out-of-home advertising options. In fact, our digital billboards reach more than 10 million people who are planning their holiday.
Our team will work closely with you to identify the ideal locations that maximise exposure and create impactful 2025 campaigns that capture your target audience’s attention, inspire travel, and drive conversions.
Contact us and kick-start your successful billboard campaign today!