As the buzz of peak travel season continues to linger, it draws a growing surge of adventure-seekers eager to set out on new and exciting adventures. Across the U.S., more travelers are choosing open roads and highways over airports for their getaways. Roadtripping isn’t just making a comeback. It is booming. In 2025, 83% of Americans say they plan to road trip for vacations, and 63% say they prefer driving over flying for domestic travel. For destination marketers, this opens up a golden opportunity.
The road trip market has gained rapid speed over the past few years, fueled by travelers looking for flexibility, adventure, and more affordable options. Projections show that the global drive vacation market will expand from $90.44 billion in 2025 to over $138 billion by 2034. But the real story isn’t in the numbers. It’s in what these travelers are doing. Roadtrippers are traveling differently. They’re exploring places they would’ve flown over, taking detours to discover scenic trails, seeking out quirky roadside attractions, and stopping at local cafes and coffee shops along the way.
As a destination marketer, tapping into this market gives you more touchpoints to connect with road trip travelers. You’re not just trying to win their final stop. You can influence their curiosity along the way and guide their decisions both before and during their road trip.
Gen Z and Millennials are fast becoming the trendsetters here. They use technology to find not just places, but experiences. If your marketing highlights walkable downtowns, vibrant events, and photogenic spots, you’re already speaking their language. They’re planners who also embrace spontaneity. They are influenced by social media, recommendations, and word of mouth. These travelers are digitally native and highly influential, making them great amplifiers for your destination. They want unique experiences, not tourist traps, and they value places that feel fresh and authentic.
Families, especially those with parents in their 30s to 50s, are also turning to road trips for convenience, comfort, and flexibility. Traveling by road means they can tailor the journey to their schedule, bring their own snacks, and make spontaneous stops along the way.. These travelers tend to stay longer, spend more per trip, and prioritize activities that everyone can enjoy.
Then you have repeat travelers—those who visited before, had a great experience, and want to relive it or bring someone new along next time. These are your loyalists, the visitors who turn a one-time stop into a repeat tradition. When you create a welcoming, memorable experience, this group keeps your destination in their rotation.
Roadtrippers are already out there browsing for places to go, where to eat, what’s worth the detour, and where to stay the night. If you want your destination to show up on their radar, you need to meet them at just the right moment. This is where data-driven insights make a real difference.
With access to real-time travel intent signals and location data, you can identify when travelers are in discovery mode or actively planning for their trip. You’re not guessing, you’re responding to behavior. With platforms like Sojern, you can use these signals to connect with travelers while they’re planning or already on the road.
Our AI technology takes this further by predicting traveler behavior based on patterns and browsing activity to create custom audiences. Imagine knowing exactly when travelers are passing through your destination and suggesting sites they won’t see anywhere else. That’s the kind of proactive marketing that lifts your destination above the rest.
Now, let’s talk about actionable steps for targeting these adventure-driven travelers.
Roadtrippers don’t just want to get from point A to point B. They want to experience everything in between. So instead of pushing the main attraction or the final destination, spotlight the unique and unexpected spots along the way. Think about the quirky roadside diners with the best pie, scenic lookouts that offer a perfect photo opportunity, or a famous roadside bakery that turns a simple drive into a memorable adventure. Highlighting these stops makes your destination more than just an endpoint. It becomes a collection of moments worth chasing along the way.
Forget the generic “Top 10 things to do” list. Tailor your marketing to fit different types of traveler categories. For families, highlight the best playgrounds, pet-friendly trails, and beloved local spots everyone can enjoy. For music lovers, recommend nearby festivals or live shows they can catch on their route. And for foodies, share the must-try burger joints and foodie stops along the way. When you show travelers that you truly understand what they’re looking for, you create a welcoming experience that keeps them engaged and coming back for more.
Travelers want to feel like they’re discovering something new and not just being sold something that’s already been done. And with 92% of U.S. travelers interested in destination dupes, promoting hidden, affordable spots encourages them to explore off-the-beaten-path adventures. Plus, promoting these hidden gems helps spread tourism more evenly, benefiting secondary cities and rural areas along the way.
The best road trips are filled with unplanned stops and last-minute decisions. Road trip travelers often make spontaneous decisions along the way, asking themselves what to eat, where to stop, or what to do next. Reaching them during these moments is key. Sojern taps into real-time traveler signals to deliver timely personalized messages that influence spontaneous decisions while travelers are on the move..
Don’t let the journey end when the road trip does. Send a warm “thanks for visiting” email featuring a local gem they might have missed, or a gentle reminder about a scenic byway bursting with wildflower blooms along the way on their next adventure. Turn those road trip memories into playful keepsakes that encourage them to return and bring others next time. Small touches like these remind travelers you’re excited to welcome them again and keep your destination on their radar for the next adventure.
Road trip travel is never just about the destination. A big part of the adventure comes from the discoveries travelers make along the way and the memories those places inspire. At Sojern, we help destination marketers show up in those moments, reaching travelers as they dream, plan, and decide where to go next.
If you’re ready to make your destination stand out as a must-see stop for road trippers, we’re here to help you get started.
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