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About a third of US adults said they will definitely travel this holiday season, and another quarter said it’s likely.

Beyond the chart: A return to the skies and roads has bolstered the US travel industry’s digital ad spend, which will reach $5.23 billion this year and exceed pre-pandemic heights in 2023, per our forecast.

The travel resurgence has also boosted the US digital out-of-home ad market, which will hit $2.64 billion and also surpass its 2019 level next year. Both travel and out-of-home will grow their digital ad spend as a response to consumer behavior, and as a pivot from traditional formats.

More like this:

• Report: US Out-of-Home Ad Spending 2022
• Article: Delta and Starbucks link loyalty programs
• Article: Pickup in travel gives lift to influencer marketing

Read yesterday’s Chart of the Day here.

Methodology: Data is from a September 2022 report from Out of Home Advertising Association of America (OAAA) titled "OOH Opportunities Consumer Insights & Intent Q4 2022: Holiday Travel and Shopping," conducted by The Harris Poll. During September 2-6, 2022, The Harris Poll surveyed 1,000 US adults aged 18+ online on behalf of OAAA. Data is weighted to reflect the US general public across age, gender, race/ethnicity, region, income, household size, and employment.