Last week our team attended the US Travel Association’s ESTO 2022 conference in Grand Rapids, MI, where we had the opportunity to learn about upcoming trends for destinations in several valuable sessions. For destination marketing organizations (DMOs) who missed the conference, we’re sharing our top takeaways.
During the conference, we hosted our episode of Destination Shark Tank. Our “Sharks” heard creative campaign ideas from three destination marketers. Congratulations on visiting Panama City Beach, Washington State Tourism, and Phoenix!
1. Collaboration is a powerful tool for DMOs
Now more than ever, partnerships between destination marketing organizations can be powerful tools for attracting and generating interest from potential travelers. An example of promotional collaboration came from the Maryland Office of Tourism, which partnered with DMOs across the state to address dedicated weekly social media posts such as #MainStreetMondays, which showcased local businesses across the state, and #TrailsTuesdays. To increase awareness of Maryland’s trail systems.
VISIT FLORIDA talked about how they were able to deploy a unified brand strategy by partnering with DMOs across the state in a cooperative campaign to encourage Floridians to explore new places in their state. See the article : Travel Problems Don’t Stop Travelers From Spending More. This campaign was a success, exceeding the 2024 forecast by two years and proving that a united vision can benefit everyone.
Cooperative campaigns can have a greater impact by pooling funding from multiple destinations. An example of a DMO that partnered with us for a collaborative campaign was Auvergne-Rhône-Alpes Tourism, which teamed up with Atout France and DMOs from seven surrounding cities in a collaborative campaign to highlight the region’s diversity. as well as the culture and special offer of each highlighted city. By pooling their efforts and funds, the destinations were able to work towards a common marketing goal and there was a significant increase in demand for accommodation in the region.
Co-op campaigns can be particularly beneficial for smaller destinations, giving them greater market presence. By pooling resources to create content and showcase what a region has to offer, destinations can help inspire travelers who might not otherwise visit.
2. Generation Z’s new perspectives on travel
Taking up 32% of the population and controlling $360 billion in purchasing power, Generation Z is quickly becoming the backbone of all businesses, including travel. This may interest you : Bleisure Travel is back in business | By Mandeep S Lamba and Dipti Mohan. JUV Consulting, a Gen Z marketing agency, spoke about what Gen Z cares about and how they think about travel.
Understanding what content Gen Z is looking for and where they are accessing it is essential for DMOs. According to a study of how younger generations are shaping the future of travel, 77% of Generation Z are open to destination inspiration. But how you reach them is key – JUV Consulting shared that Gen Z are drawn to niche content and unique experiences rather than traditional tourist spots. They are using platforms like TikTok and Pinterest to inspire and plan their trip. According to JUV data, 46% of Generation Z get most of their travel inspiration from social media.
Also, regenerative travel is important to Gen Z. Many travelers in this generation are concerned about the environmental impact of their travels and want the brands they interact with to share these values and limit their impact. An example of a brand that does this well is Amtrak. By sharing information about limited environmental impact and job opportunities along the route, Amtrak speaks to and engages Generation Z.
Looking ahead, Gen Z will have a significant impact on the evolution of the travel industry as they seek flexible travel options, regenerative tourism and inclusive brands. For more recent travel insights on sustainability and inclusive travel, check out our Sustainable Travel Study and Inclusive Travel Insights Report.
3. Rural tourism and hidden gems are on the rise
The rise of over-tourism and the desire to escape the crowds with the pandemic sparked a great interest in rural tourism. This may interest you : $10 tourists go home: Travel is booming, but it’s not airlines or hot spots that want their travelers to come back.. As travel has increased, interest in rural tourism and finding “hidden gem” destinations has remained.
Amy Zeigler, State Tourism Manager for the Iowa Office of Tourism, shared how Iowa used digital state park passports to increase interest in exploring Iowa’s countryside. In partnership with Travel Iowa, they released the passports for the 100th anniversary of the state park system in June 2020, encouraging travelers to explore new areas. The campaign was a success, resulting in 25,000 registrations and 50,000 check-ins. Because of its success, Iowa rolled out passports for beer, wine and distillery tastings.
The South Dakota Department of Tourism launched a passport program several months ago with the goal of highlighting every area in South Dakota to disperse travelers across the state. They created a hidden gem location program, coordinating with state partners to include destinations throughout the region. As a result, 75% of locations received check-ins from all regions.
Data from our Sustainable Travel Study shows that consumers are increasingly looking for sustainable travel options and off-the-beaten-track experiences on future trips. As destination marketers think about the value their location offers, it’s important to consider how they can best showcase lesser-known places.
If you’re interested in learning more about the latest trends in traveler behavior, download the recently released Q2 Traveler Insights Report to learn more about how your brand can connect with travelers. We hope to meet next year in ESTO 2023!
About Expedia Group Media Solutions
Expedia Group Media Solutions is a global travel advertising platform that connects Expedia Group brands with hundreds of millions of travelers. With exclusive access to more than 70 petabytes of Expedia Group’s traveler search and booking data, we provide advertisers with actionable insights, sophisticated targeting and full-funnel results. Our suite of solutions includes display, sponsored listings, audience expansion, co-op campaigns and custom creative campaigns, all designed to meet the objectives of our advertising partners and add value to travel buyers around the world on our branded sites. With a consultative approach and over 20 years of travel and media experience, we help our advertising partners inspire, engage and convert travelers to drive meaningful results. For more information, visit www.advertising.expedia.com.
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What language is Perpetua?
English translation of “perpetual” | Collins Italian-English Dictionary. LANGUAGE THE TRANSLATOR
What does this mean? Latin phrase : may it last forever (Idaho) âIdaho motto.
What does Perpetua mean in English?
Meaning: forever or forever.
What part of speech is este?
este [éste]=this (indicative adjective) or this (indicative pronoun) can mean when referring to masculine objects (este libro=this book) (deme este.
Is Este a pronoun? Este and ese are both demonstrative pronouns. Although very similar to demonstrative adjectives, demonstrative pronouns stand for a noun rather than describe it.
Is Este in Spanish a verb?
Furthermore, está and esté are forms of the verb estar, esta and este are demonstratives or pronouns.
What is este used for in Spanish?
We use “Este” to say “this” followed by a masculine singular noun, for example, “Este hombre es muy alto” (This man is very tall). However, “esto” does not follow the noun, it refers to an “idea” or “state” that has already been mentioned or is obvious from the context.
Is este an adjective?
Spanish demonstrative adjectives go BEFORE the noun, just like in English. Like other Spanish adjectives, they must be changed for the feminine and plural forms. Use este/esta/estos/estas (meaning this/these) to talk about things and people near you.
What language is este?
English translation of âesteâ | Collins Portuguese-English Dictionary.
How do you say hay in English? Hay in English translates to “There is†or “there are†. And we use it to talk about the existence of something or someone.
Is este a French name?
The meaning and origin of the name Este Este is a variation of the French name Estelle, which is a variation of “stella”, the Latin word for “star”. Este may also be derived from Esther, a Hebrew and Persian name with deep biblical roots. In Italian, Este means “from the east”.
What is the difference between Este and Esté?
2 Answers. Este = This. That sentence says, “This was a cat.” It sounds awful… With the accent, Esté is the subjunctive of Estar.
