The year 2024, or MMXXIV, stood out as a landmark year for travel marketing. From global events like Paris Olympics to pop culture phenomena like the Eras Tour, the travel industry showcased the power of creative campaigns and audience connection. In this post, we’re exploring a couple of noteworthy marketing strategies that captured our attention in 2024, to help you prepare more creative, impactful efforts in 2025.
Béis: Innovating Out-of-Home Travel Marketing
Béis reimagined airport advertising in 2024, setting a new standard for travel marketing. The brand strategically branded TSA bins at LAX, one of the busiest airports in the world. These placements, viewed by millions of travelers daily, reinforced brand recognition and recall. By transforming an ordinary travel experience into an immersive branding opportunity, Béis reached its audience, which was already primed for travel inspiration.
Agency Strategy Tip for 2025: We specialize in consumer brand building, in addition to destination, attraction, and experience marketing, so our team loves dreaming up audience-aligned placements like the one Béis executed. What’s extra cool about this effort is that it took something so ordinary (bins) and reinvented them as an advertising platform. For your next campaign, consider how you can take something mundane that your audience frequently encounters and turn it into a must-see.
Delta Airlines: Supporting Team USA on the Global Travel Marketing Stage
Delta Airlines used its partnership with Team USA during the Paris 2024 Olympics to tell compelling travel stories. Through a series of YouTube videos, Delta highlighted athletes’ journeys to Paris, focusing on their rigorous training, travel experiences, and arrival in the City of Light. This campaign connected viewers to the excitement of global events while positioning Delta as the airline that takes travelers to unforgettable destinations.
Agency Strategy Tip for 2025: If you have branded partnerships in your marketing plan, this is a great example of how to leverage the value of them FULLY. Too often organizations will engage in strategic partnerships, sponsorships, or promotions but don’t go beyond shared logos or a single jointly-branded execution. Delta had a real content strategy here and it paid off, creating a multi-touch experience. Everywhere you went, especially if you flew Delta, you saw the company’s commitment to Team USA.
Huntsville Botanical Garden’s Galaxy of Lights: A Community-Focused Campaign
The Huntsville Botanical Garden’s Galaxy of Lights campaign for 2024 was a perfect example of community-centered attraction marketing done well. The Galaxy of Lights campaign strategy focused on aligning the event’s goals for ticket sales, brand awareness, and audience engagement with targeted messaging and advertising tactics.
The core strategy positioned the Galaxy of Lights not only as a holiday attraction but as something much more – an event that fosters community, tradition, and discovery of the Garden’s beauty during the festive season.
The Garden leveraged branded visuals placed at event entrances to create a cohesive experience for visitors. To amplify reach, the Garden implemented an influencer strategy that featured local and regional personalities who shared their authentic experiences on social media. November 2024 alone saw over 67 media mentions, translating to an editorial reach of 119 million. This multi-faceted strategy positioned the Galaxy of Lights as a beloved holiday tradition while spotlighting the Garden as a year-round destination.
Agency Strategy Tip for 2025: As the long-time agency partner for HBG, we share this example not to humble-brag, but to showcase how excellent marketing for destinations and seasonal events can be done on a reasonable budget. Good strategy will carry you a long way, but we think one of the reasons this year’s campaign was especially successful, was the focus on Galaxy of Lights as a “memory maker.” It’s not just a place you visit, it’s a place you enjoy in the moment and recall long afterwards.
Airbnb: Showcasing Authentic Stays During the Olympics
Airbnb seized the opportunity of the Paris Olympics to showcase its unique travel offerings. The platform connected global travelers with local hosts, offering immersive stays that highlighted the charm of Parisian neighborhoods. Airbnb turned the iconic clock tower at the Musée d’Orsay, one of Paris’ most renowned art museums, into a stunning bedroom for a lucky couple during the Olympic Games. The unique stay was offered for free through a social media contest and promoted via Instagram Reels. This format was perfect for the campaign, effectively reaching both followers and new audiences. Through targeted ads, Airbnb celebrated both the spirit of the Olympics and the joy of exploring destinations authentically. This approach strengthened its position as a go-to platform for travelers seeking meaningful experiences.
Agency Strategy Tip for 2025: Bottom line here… Lean into what you ARE. At the core, Airbnb’s value proposition is about offering unique stays in unique locations. What’s more unique than the clock tower turned bedroom?
New Orleans: Turning the Eras Tour into a Destination Event
When Taylor Swift’s Eras Tour arrived in New Orleans, local businesses turned the city into a must-visit hotspot. Restaurants crafted themed menus, pop-up shops sold exclusive merchandise, and venues hosted Swift-inspired events. Caesars Superdome brought the fan-favorite friendship bracelets to life in a larger-than-life display, showcasing them outside the arena. This creative installation sparked a trend that continued at the next two stops on Taylor Swift’s Eras Tour, Lucas Oil Stadium and Rogers Centre, strengthening the connection between fans and the iconic concert experience. This grassroots travel marketing effort capitalized on the cultural phenomenon to draw fans from around the country. By tapping into the enthusiasm of Swifties, New Orleans demonstrated how local businesses can create tourism buzz around major events.
Agency Strategy Tip for 2025: Plan ahead, but be ready to act fast! The old saying that “luck is what happens when preparation meets opportunity” holds true to this day for a reason. If you’re a community or attraction with a major music artist or event on the calendar in 2025, ask yourself how you can use that as an opportunity to showcase the full range of what you offer? Bring partners into the fold early and establish good communication channels. Doing so will ensure you fully engage visitors coming to support a specific artist or event!
Why These Travel Marketing Campaigns Stand Out
Each of these travel marketing initiatives succeeded because they aligned with audience interests while leveraging unique opportunities. Béis and Delta Airlines tapped into the travel mindset directly, connecting with consumers in airports and during their journeys. The Galaxy of Lights campaign proved the power of community engagement and influencer partnerships in promoting local attractions. Meanwhile, Airbnb and New Orleans highlighted the value of authenticity and cultural relevance in creating unforgettable travel experiences.
General Lessons for 2025 Travel Marketing Campaigns
- Go Where Your Audience Is: Béis showed the importance of targeting travelers in relevant locations, such as airports. Placing ads in high-traffic areas ensures visibility and reinforces brand recall.
- Leverage Major Events: Delta Airlines, Airbnb, and New Orleans demonstrated the power of aligning with global and cultural phenomena. Whether it’s the Olympics or a viral concert tour, these events offer unmatched opportunities to connect with enthusiastic audiences.
- Prioritize Authenticity: Airbnb’s focus on local, immersive stays resonated with travelers seeking meaningful connections. Similarly, New Orleans’ grassroots efforts created genuine excitement for visitors.
- Incorporate Influencers Strategically: The Galaxy of Lights campaign showed how influencers can extend a campaign’s reach. By partnering with advocates who authentically connect with audiences, brands can build trust and engagement.
- Focus on Storytelling: Delta’s YouTube Shorts exemplified how storytelling can elevate a campaign. By showcasing the athletes’ journeys, Delta inspired travelers while reinforcing its brand as an enabler of extraordinary experiences.
Looking Ahead
Our favorite travel marketing trends of 2024 proved that creativity, audience alignment, and strategic execution are essential to success. As travel marketing evolves, brands that prioritize authentic connections and leverage unique opportunities will continue to thrive. For more specific consultation on elevating your travel, tourism, and destination marketing efforts, connect with our team at Red Sage.
Contributors to this article include: Samantha Vail and Abbie Kate Hancock.
