How Are Travel Trends Revolutionizing the Destination Marketing Industry?

As travel demand rises, destination marketers, large and small, around the world have more ways to reach passengers. Destination marketing organizations (DMOs) that employ insights on traveler behavior are better positioned to interact with tourists, develop excitement about their destination, and design engaging campaigns to differentiate themselves from the competition.

Fremont, CA: Destination management and marketing firms have encountered increasing challenges recently. These headwinds were strong: destinations had to adapt their marketing efforts to reach the right traveler at the right time, solve personnel shortages caused by the epidemic, and change booking windows to accommodate shifting demand. But the good news is that visitors are eager to hit the road; according to our most recent study, eight out of ten customers want to take at least one leisure tour in the coming year, with more than half planning two trips. This creates new and extended chances for destination marketers to target these travelers.

Unsurprisingly, there was a pent-up desire for travel when it was abruptly halted in 2020. As a result, passengers now place a high value on travel, surpassing their pre-pandemic expectations. This demand opens up new potential for destination marketing.

While nearly half of travelers express a renewed interest in travel, this demand extends to international travel, with half of consumers stating that they plan to travel overseas within the next year or have already booked a trip. Only 12% of travelers reported traveling overseas in mid-2020, so this international travel recovery represents a significant rise. Business travel is also on the rise, with more than a third (33%) of travelers planning a business trip.

This increased demand for domestic, international, and corporate travel gives up new opportunities for your destination marketing efforts. Every place is unique, as are all travelers. Consider these trends and how you may position your place to appeal to travelers in the future year. Consider which form of advertising strategy will be most effective for your needs. Custom creative campaigns enable you to provide engaging and immersive experiences to travelers, allowing them to envision their trip before they go. There are also premium landing pages that are attractive and impactful, engaging travelers and encouraging them to learn more about your destination. 

Create a campaign that allows people to virtually smell the local cuisine, experience the thrill of zip lining through the trees, or relax at a luxury resort. With the rising demand for business travel, we're also witnessing a resurgence of "bleisure," with 76% of business travelers planning to prolong their work trip for leisure activities and 28% of consumers planning to take a "flexion" - working remotely - in the coming year. Destination advertising techniques that emphasize local facilities and experiences may appeal to bleisure and flexion travelers looking to unwind after work or on their day off.

Remember to highlight your destination's values. If your destination has sustainable options, it is critical to highlight them, as 90% of travelers seek sustainable travel options. This also allows you to promote your destination's ideals as part of your digital advertising campaigns to engage with tourists.