View all posts: Marketing

View all posts: Marketing
Head of Research and Insights
COVID-19
Marketing

Eight Essentials for Tourism’s Restart & Recovery - Part 2

Part two of a two-part blog series. See part one here.

As the number of COVID-19 cases surge across large parts of the U.S., the importance of a comprehensive recovery plan for tourism and the economy has never been more timely. All eight of these steps are interrelated and need action to be effective.  In this second part of our blog series, we focus on four additional essentials in restarting tourism:

5. Rebuilding Traveler Confidence

6. Activating the VFR & Drive Markets

7. Responsible, Respectful Visitors

8. Measurement & Feedback Framework

5. Rebuilding Traveler Confidence...

Head of Research and Insights
COVID-19
Marketing

Eight Essentials for Tourism’s Restart & Recovery - Part 1

Part one of a two-part blog series. See part two here.

See my webinar with TTRA on “7 Data Points that Tell the Story of the Crisis and 8 Essential Steps for Recovery.”

Travel and tourism in the U.S. and in many parts of the world is in crisis. Many travel and hospitality-related businesses are struggling to build a sustained recovery, still reeling from a collapse in travel and local business. An estimated 100 million+ jobs have been lost in tourism globally and in the U.S., an estimated 38% of all jobs lost in the nation are tourism-...

5 Media Strategy Considerations in the Wake of COVID-19

With the gradual easing of travel restrictions and stay-at-home orders, many destinations across the U.S. are shifting focus to recovery strategies. Over the last three months, significant changes in consumer behavior and sentiment have impacted the travel industry and the way DMOs talk to potential visitors. DMOs are now not only faced with adjusting expectations and benchmarks for media performance, but also with infusing their media plans with dynamic strategies that leave room for real-time modifications.

No matter what stage of recovery/reopening your region is experiencing, here are five things to consider when you’re ready to turn media on again. 

1. Take a Phased Approach

Just as public regulations around safety and health are evolving, consumers’ mindsets around travel continue to evolve – and likely will continue...

Head of Research and Insights
Destination Management
Marketing

Destination Management in Action - Part 1

This is the first blog in a two-part blog series.

Though the pressures created by tourism numbers and growth is a worldwide problem, many innovative examples of how DMOs respond to these issues can be found in Europe. In our webinar, “The State of the American Traveler, Destination Management Edition,” Signe Jungersted, CEO & Founding Partner of Group NAO (and former Director of Development at Wonderful Copenhagen), joined us to share examples of the variety of ways DMOs are responding to the impact of crowding, congestion and other negative social and/or environment impacts of tourism.

1. Don’t Focus on the Obvious.

I Amsterdam has famously announced that they are no longer investing a single Euro into marketing and now are entirely focused on destination...

Key Takeaways from the Digital and Social Media Marketing Summit in Denver

While at the Digital and Social Media Marketing Summit in Denver, an overarching message became clear as the last speaker finished her presentation. With a range of topics from influencer marketing to artificial intelligence, each one presented an alternative way to effectively reach target audiences through personalization.  

Three key takeaways from the summit are summarized below: 

Branding & “You-Centric” Marketing

To start off the conference, brand strategist Melanie Spring said, “your brand is what everyone else is saying about you, not what you’re saying about yourself.” While brand strategy plays an important role in marketing, it’s ultimately the customers’ perception that will define who you are as a brand. That’s why it has become more important than ever to meet your customer where they are, not where you want...