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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Around a decade ago, we introduced the Five Stages of Travel to help destinations understand how travelers move from inspiration to advocacy. That framework still holds true today. But the traveler has changed.
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Here are three signals we're watching and what they could mean for destination marketers.
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