As consumers cut costs, they’re reassessing everyday expenses and big-ticket items like summer vacations.

High-income consumers prefer air travel, but driving is the top vacation transportation for low and middle-income US consumers, according to Bank of America’s 2025 travel survey.

• The average summer trip budget reported by US adults is down 25.4% from 2024, per a Europ Assistance survey.
• Over 2 in 5 (42%) are budgeting less for summer activities this year, including travel and concerts, according to Trustpilot’s 2025 Summer Spending Survey.

“Cost is going to be king this year,” said our analyst Rachel Wolff in a “Behind the Numbers” episode. “It’s going to mean more road trips and fewer flights…maybe shorter stays over week-long excursions.”

Marketers are embracing this shift as a brand-building opportunity and a chance to influence purchases. For example, Coca-Cola’s global “Road Trip” campaign depicts students unwinding after a long semester by hitting the road for vacation.

Summer of Drive

GSTV, a digital video network that runs short-form content at gas pumps, has launched the “Summer of Drive Campaign,” aiming to meet travelers at the gas station with vacation-themed content and promotions. It features creator-led segments and in-person activations backed by sponsors like FIJI Water, BODYARMOR, Slim Jim, and Valvoline Instant Oil Change. Giveaways include free tanks of gas from creators, which double as social content.

GSTV attracts advertisers by positioning the gas station as a touchpoint for uninterrupted consumer attention and stresses that 95% of impressions come from visual attention, per a 2024 Lumen study.

“It’s curated like a premium, brand-safe social feed, but without the scrolling or distractions,” said Kristina Lutz, executive vice president of marketing at GSTV.

Fueling the funnel

GSTV's media network links consumer attention to heightened impulse spending — consumers spend 3.7 times more money in the three hours after fueling, according to a 2022 study with Affinity Solutions.

For sponsor SlimJim, they measure success by sales data, as the message is at the point of purchase, said brand director Matthew Brown.

“Snacks are a highly impulsive purchase, especially in the C-Store environment,” he said. “GSTV is uniquely positioned to reach a captive audience at the pump who are just steps away from the point of sale.”

GSTV brought in Valvoline to give drivers car maintenance and summer care tips, adding practical content to a series of creator entertainment.

“This contextual relevance helps us connect with prospective and current customers when thinking about their vehicle is top of mind,” said Jake Lestan, vice president of brand and growth marketing at Valvoline.

Timing is central to GSTV’s pitch, said Lutz.

“We refer to this as ‘Newtonian Advertising,’’’ she said, “where the momentum is already there, and the right message can move a consumer even further.”