Author: Maggie Drake, Head of National Sales, Premion 

If there’s one thing clear heading into summer 2026, it’s that consumers still want to travel — but they’re approaching it more cautiously.

After several years of pent-up demand and “revenge travel,” today’s traveler is more deliberate — prioritizing value, planning ahead, and making more intentional trade-offs about where, when, and how they spend. According to NerdWallet’s 2026 summer travel survey, 45% of Americans plan to take a summer trip requiring a flight or paid lodging, but nearly 9 in 10 (89%) are taking action to save on travel costs — opting to drive instead of fly and choosing accommodations based on price over amenities.

For marketers, that shift matters. Reaching today’s traveler isn’t just about broad awareness — it’s about showing up in the moments that influence decisions, with messaging that reflects a more value-conscious mindset.

That’s where CTV — and, more broadly, a total video strategy — has become essential. Travel and tourism advertisers are already leaning in. BIA forecasts that local OTT travel and tourism ad spend is projected to reach $79 million in 2026, growing 22% to $96 million by 2029* — underscoring the increasing role of streaming in influencing travel decisions closer to home.

And the audience alignment is undeniable. The MRI-Simmons 2026 March Cord Evolution Study shows that 91% of adults who plan to travel within the U.S. in the next year also watch ad-supported OTT, while 72% of ad-supported OTT viewers say they’re likely to travel domestically; at the same time, 92% of adults who plan to travel abroad also engage with ad-supported streaming environments.**

For travel marketers, that convergence creates a powerful opportunity: to reach high-intent travelers at scale across local and regional markets in premium, brand-safe environments, with the precision and flexibility to adapt messaging as plans evolve.

The real advantage comes from thinking beyond CTV in isolation. As viewing behavior and media planning converge, total video strategies that integrate linear TV and streaming deliver stronger reach, more consistent messaging, and measurable outcomes across the funnel. For brands looking to capture today’s more intentional traveler, that approach isn’t just effective, it’s necessary.

Turning Intent Into Action with Total Video

For travel marketers, the opportunity isn’t just reaching audiences — it’s influencing decisions as plans take shape. Our recent campaign with a regional destination marketing organization (DMO) shows how a total video approach can deliver on both fronts. The goal: increase awareness of a robust events calendar and attract new visitors across local and eight key feeder markets — while driving measurable engagement from high-intent travelers.

The strategy combined in-market broadcast with Premion’s CTV/OTT targeting and retargeting to reach audiences across all viewing habits. Custom segments—including travel intenders, local travelers, and spring training baseball fans—were paired with dynamic, QR-enabled creative that highlighted timely, personalized experiences. Measurement was built in from the start, using website attribution to directly connect media exposure to consumer action and trip planning behavior.

The results were both immediate and sustained. The campaign drove 9,200 website visits, including more than 5,000 from CTV/OTT within 15 days of exposure and another 4,200 from OTT retargeting within 30 days. It also contributed to the DMO’s #1 tourism year-to-date on record — demonstrating the impact of combining broad reach with precise targeting in a unified strategy.

Today’s traveler is more intentional and harder to reach with one channel alone. Video may spark wanderlust, but now it must work harder — fueling the full funnel from awareness through conversion. That’s where CTV and linear come in, delivering precision, performance, and scale. As part of a total video strategy, they extend reach, reinforce messaging, and move consumers from inspiration to action — making the difference between being seen and being chosen.

Premion is a proven partner in driving measurable outcomes for many travel brands and we’ve successfully executed a multitude of campaigns for hundreds of travel and tourism brands.

For more insights, download our new 2026 CTV/OTT Advertiser Survey. 

*Source: BIA Advisory Services, March 2026