Activating Your Spring Campaigns: Insights into Americans’ Travel and Event Plans

As the chill of winter fades, Americans are eagerly planning their activities for the vibrant season of Spring. This period presents a peak opportunity for advertisers to connect with consumers who are ready to soak up the sun and embrace new experiences, whether they're hitting the road or enjoying outdoor activities. Brands from automotive and hospitality to apparel and entertainment can benefit this season.

Hitting the Road: Americans’ Plans for Travel

Spring is synonymous with travel for many Americans. According to MRI-Simmons’ Trending Topics Study, a significant 36% of adults plan to embark on a road trip, with Gen X men leading the charge at over 50%, making them 42% more likely than the average adult to hit the open road. This demographic is a prime target for automotive, travel, and hospitality brands looking to capture the attention of adventure-seekers.

Beach vacations are also on the agenda, with 33% of adults planning to soak up the sun. Millennial men are particularly keen, being 21% more likely than the average adult to head to the beach. 37% of Americans planning to head to the beach have stayed in a Hilton hotel in the past year (Index to total adults: 112), though over 2 in 3 (68%) agree travel and hotel discounts strongly influence where they choose to stay. While 81% are booking their trip accommodations online, 62% are looking for packaged deals so they don’t need to get in the weeds of planning their relaxing vacation. Beach goers are an ideal audience for travel agencies, sunscreen brands, and beachwear retailers.

Cruises are another popular choice, with 10% of adults planning to set sail. Gen Z men (165) and Gen Z women (129) are significantly more likely to plan a cruise compared to the average adult. Cruise lines can depend on repeat customers this year, since Americans who have taken 4+ cruises in the past 3 years are 61% more likely to plan a cruise this year compared to the average adult. Cruise lines and travel insurance companies can benefit from targeting younger demographics who are eager to explore the seas and cruise loyalists who know they like to sail the open waters.

A Change in Scenery: Americans’ Plans for Going Out

Outdoor recreational activities are a favorite spring pastime, with 26% of adults planning to engage in activities like fishing, camping, and hiking. Gen X men are particularly enthusiastic, being 41% more likely than the average adult to participate. These Americans are 24% more likely to enjoy skiing, 17% more likely to fish in salt water, and 14% more likely to have participated in canoeing or kayaking in the past year. Additionally, 19% of adults plan to visit national parks, with millennials being 23% more likely than the average adult to do so. Brands in the outdoor gear and apparel sectors can capitalize on this trend by targeting these adventure enthusiasts.

Amusement parks are set to welcome 17% of adults this spring, with Gen Z men being a whopping 106% more likely to visit. Theme park lovers are 48% more likely to have visited Universal Studios Florida in the past year and are 47% more likely to have enjoyed Disney California Adventure Park. 66% of them frequently choose active vacations with lots to do, and 63% seek adventure and thrills during their respites from the daily grind.

Live events are also on the radar, with 16% planning to attend sporting events (men index 137) and 15% eyeing live concerts. Millennial men are particularly drawn to concerts, being 51% more likely than the average adult to attend. Spas and pop culture conventions are also on the list, with 11% and 5% of adults planning to visit these venues, respectively. These statistics highlight the potential for entertainment and event marketing campaigns to engage eager participants, and niche markets offer unique opportunities for targeted advertising campaigns.

Americans' diverse plans for spring activities present a wealth of opportunities for advertisers. Those planning to take a vacation, whether on road trips, to the beach, or on a cruise, are prime targets for travel-related brands, while consumers eager to go out and participate in outdoor activities are ideal audiences for recreation and event marketing campaigns. By understanding and leveraging these insights, advertisers can effectively engage with these enthusiastic consumers and drive successful campaigns this Spring.

Through MRI-Simmons' activation solution, ACT, marketers can leverage trusted and nationally representative data to target and reach American vacationers. Curate your audience with over 60,000 consumer elements: 1000+ attitudes and opinions, 6500+ brands in 1000+ product categories; and 90+ proprietary segments. Then, activate your audiences via the DMP, DSP, SSP, MVPD, or programmer of your choice.

Source: 2025 Q1 Trending Topics Study (F24 USA)

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