Change Creates Opportunities for Destination Marketers

The travel and tourism industry contributes mightily to the global economy—more than 7.6 trillion U.S. dollars in 2016. While that number continues to grow, changes around the world ensure that destinations can’t sit back and expect that increased growth to turn into revenue. Competition is stiff. Destinations are becoming savvy about attracting and connecting with visitors. At the same time, different generations and audience segments are changing how they want to communicate and their expectations when they arrive.

Here are seven things we think that destination marketers and DMOs should consider in preparation for the upcoming year.

1. AUDIENCE EXPERIENCE – Where do you connect best with your audience Is it mobile? Are you sure? Meet them where they are today and be ready to go wherever they are tomorrow.
2. USER-GENERATED CONTENT – Almost half of all U.S. travelers are inspired and influenced by travel pictures that are posted by their friends. That means one of your best marketing opportunities is right in front of you: your current visitors. 
3. INFLUENCER MARKETING – According to a study by RhythmOne, “destination and tourism brands’ earned media value is $12.50 for every $1 spent” on influencer marketing.
4. BLEISURE TRAVEL – The combining of business travel with leisure and vacation time is growing rapidly, already at 43 percent of all business trips.
5. VIDEO – Interest in travel-related videos is up about 60 percent in the last couple of years according to one source. Don't be scared. With some creativity there’s a way to produce something for every budget and audience.
6. AUGMENTED REALITY (AR) – From providing general information to interacting with the environment, AR can add layers of interest and a host of benefits for the marketer and the traveler.
7. VIRTUAL REALITY (VR) – The applications for destinations are just now being explored and are essentially unlimited. From demonstrating experiences to showcasing venues, destinations are seeing real value.

For details on how you can apply each of these to your marketing, view the blog post, Seven Destination Marketing Trends for 2018, or download a free eBook on this topic, Marketing Trends—Seven Things Marketers Need to Know.