Show Me the Money: Where Travel Marketing Dollars Actually Performed in 2025
In 2025, travel marketers spoke clearly about ROI — and Meta came out on top.
More than half of respondents said Meta delivered their strongest returns, while traditional search lagged behind in an AI-driven discovery landscape. Short-form video followed closely, reshaping how DMOs think about both paid and organic strategy.
In 2026, performance isn’t about channel loyalty. It’s about meeting travelers where discovery actually happens.
of travel marketers said Meta delivered their strongest returns in 2025
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September 11, 2026
Travel Signals: Hospitality Gets Human, Wellness Rejects Optimization and Algorithms Become Optional
Travel Signals looks beyond the travel industry for shifts that could reshape how people discover, choose and experience places. This week, the clearest signals are coming from fast food, wellness and social media. Across all three, consumers are reconsidering the role technology and optimization should play in their lives.
September 11, 2026
At a recent series of concerts, Fred again.. asked fans to cover their phone cameras with stickers and stay in the moment. Afterward, he gave them access to a Dropbox filled with professional photos and videos from the shows. It was a smart exchange: give the experience your full attention now, and you can keep the memory later.
September 10, 2026
When travel marketers consider where to invest next, the conversation often begins with channels. Paid social or search? Streaming video or display? A new market or more frequency in an existing one?
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