Destination Marketing Strategies that Attract Attention
Marketing is inherent to any occupation strategy , but targeted advertising be essential in hospitality and tourism . Although repeat guest and loyal customer provide vital revenue streams for local economies , location must continually thrive their audience range to stay on competitive and capture the attention of fresh visitors . The correct destination selling strategies can yield more interest in travel to your region , drive valuable tourism dollar into the local saving and the businesses in it .
Discover the value of location-based selling and how every town , regardless of landscape or population size , can benefit from strategically promoting its destination . Whether you ’ re by the beach , in the city , or just off the highway in a small town , we ’ ll display you how locations everywhere can employ destination selling strategy to advance business .
Destination selling strategy that drive tourism dollars
What is a destination selling strategy ?
Destination selling is a shape of advertising designed to pull customer to a special position . Rather of focusing on a distinct product or service , it focus on around the unique atmosphere and go through a specific location provides visitors .
From vacation hot patch to remote getaway location , destination selling strategy captivate consumers and advance travel to desirable position .
Who benefits from destination marketing ?
Many businesses do good from the revenue and tourist traffic destination marketing generates . Respective hospitality and service-based companies expend location-based advertising to attract the attention of possible traveler , including :
- Destination management organizations and convention and visitors bureaus
- Travel agencies
- Transportation service ( e.g. , airlines , car companies , bus tour )
- Entertainment and case venues ( e.g. , concert halls , marry venues )
- Attraction ( e.g. , amusement parks , museum , recreational facilities )
- Service-based businesses ( e.g. , restaurants and retailer )
- Lodging partners ( e.g. , hotels , resorts , pattern centers )
- Local and state politics ( e.g. , park or historical sites )
Why do destination marketing strategies thing ?
Destination selling showcases what lay your destination apart from early tempt location . It creates an immersive experience for consumers that enables them to suppose what it ’ sec like to really be in a special place—to see the good deal and smell the odor .
From collective flyers and digital nomads to vacationers and off-the-grid adventure seekers , traveler turn to destination selling to get an thought of what to require from a peculiar location . Your marketing scheme helps set the foundation of consumer expectation . For lesson , if your destination marketing focuses on luxurious tropical getaways , that ’ s what guest will expect .
The genuine ability of destination tourism lies in its ability to impact every part of a local saving , attracting businesses , tourists , and other traveler to the region . By carry out various destination selling strategies for distinct target interview , you can measure which types of hotel guests or recreational groups are attracted to your market . The more you know about your ideal consumer , the good equip you will be to advertise activity , comforts , and attraction that attract to them .
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How live destination market different from early regional marketing ?
Destination selling arrangement ( DMOs ) are responsible for promoting their destination to tourist , travel planner , corporation , and early consumers that labor valuable revenue to the local economy . DMOs and similar organization , like Convention and Visitors Bureaus ( CVBs ) , hire various selling strategy to pull visitors . They may turn to social media to advertise the opening of a novel park or engage in data-driven email marketing to get the Bible out about upcoming case . However , destination selling is a specific advertising strategy that builds consumer ’ desire to visit your location by advertise the attraction that lay it apart .
Destination marketing let consumer know what they can wait from a visit to your region . It capture the atmosphere , energy , and essence of your locale . Does your destination offer plentiful recreational opportunities or headlining entertainment ? Is your destination a peaceful , remote location extend traveler an flight or a trendy tech hub in the heart of a bustling city ?
Unlike early regional marketing campaigns , destination-focused advertising promotes the overall appeal of a location or else of a particular occupation or attraction . It pinpoint what do your destination unique and why others should experience it .
Destinations that nailed their selling campaigns
To better translate what destination marketing looks like in action , permit ’ s review some of the almost powerful location-based tourism campaigns from the last decade . These four destinations translate the power of destination selling and employ it to establish wildly successful campaigns .
1 . Inspire by Iceland
In 2010 , a volcanic eruption led to a downturn in Iceland ’ s tourism , with many traveler holding misconception about its safety . To reinstate the state ’ s seat as a renowned tourist destination , the Icelandic authorities partnered with the City of Reykjavik , Promote Iceland , and other tourism company to set up “ Inspired by Iceland ” in 2020 .
In increase to strengthen Iceland ’ s picture in the global tourism market , the Inspired by Iceland tourism first step was portion of a long-run destination selling scheme design to increase the product of Icelandic exports through authorities and industry cooperation . Many Icelandic industries have benefited from the cause , including the creative , green energy , and seafood sector .
2 . Travel Oregon
Oregon , one of America ‘s most scenic and awe-inspiring location , exist part into seven separate tourism regions . Each locale has a Regional Destination Tourism Management Organization ( RMDO ) that play as the tourism liaison for that region . Operate together , the RMDOs establish Travel Oregon to labor leisure and occupation travel to their area .
The Travel Oregon movement set the land on the map as a prime travel destination . It appealed to customers by compound multiple marketing strategy , include captivating picture , sponsored posts , social media subject , banner ad , and print ads . The pursue approach hold something for everyone , with its fish-shaped robot tour guide and satirical content quickly gather travelers ’ attention . Travel Oregon maintains a formidable reputation for its memorable , humorous messaging .
3 . Doorway of Thrones
If you ’ re familiar with Game of Thrones , you might know that many picture from the HBO hit display live shoot in Northern Ireland . In 2014 , Northern Ireland ’ s destination marketing administration , , remove advantage of the show ‘s popularity and form the first Thrones-based marketing partnership with HBO to launch Doors of Thrones .
The Doors of Thrones campaign centered around ten intricately carved doorway . The wood for each door arrive from the Dark Hedges and was sculpted to symbolize a unlike sequence from the display ’ sec sixth season . They were placed at several location ( primarily pubs ) nationwide and promoted on social medium . Travelers cluster from around the world to see the intricately carved pieces and explore famous sites from the display .
Tourism Ireland expend the show ‘s incredible popularity to pull travelers and superfans . ITV News , MTV , Cosmopolitan , and other major media outlet raved about the creative pub crawl , farther expand the drive ’ s already broad reach . Ultimately , the massively successful cause hand 126 million mass . It also repel tourism , traffic , and revenue to Northern Ireland and its occupation , generate £17 million ( $ 22 million ) in 2016 . Overall , the destination selling scheme resulted in a record year-over-year tourism increase of 8 % .
4 . Explore Georgia
Explore Georgia was a fun and easily accessible . The Instagram-based photo competition excited a variety of traveler type spanning all walks of life . Participants were encouraged to post photo of Fido , the , adventuring through the land .
From domestic tourist to overseas traveler , Fido ’ s family-friendly charm helped grow Georgia ‘s presence in online tourism spaces by promoting the state as a pet-friendly travel destination . The inexpensive and push 14,000 Instagram user to the website of Parker Whidby , Explore Georgia ’ s destination marketing manager .
Industry-leading destination marketing strategies
You know how destination management establishment promote their destination , but how do individual occupation serve it ? From video advertising to social medium selling , there are hence many message options to choose from . Hither exist four innovative and industry-leading destination marketing strategies from hospitality brands .
1 . Find the Beat of the City | Four Seasons Hotels
In 2022 , the Four Seasons Hotel New Orleans launch an engage new campaign : Sense the Beat of the City . The marketing drive consisted of advertisements celebrate New Orleans ’ one-of-a-kind atmosphere . In , The Four Seasons Hotel New Orleans invoke to consumer by capture the spirit of The Big Easy .
The campaign invited consumer to receive the city ’ s culture , cuisine , and music in an exciting fresh way—and it worked . Due to the campaign ‘s success , Four Season elaborate the Feel the Beat campaign to promote multiple destinations worldwide , including Austin ( TX ) and Dubai .
2 . 30 Stays , 300 Days | Marriott Bonvoy
30 Stays , 300 Stays live a spectacularly successful social medium campaign from Marriott Hotels . The TikTok branded hashtag challenge promote the Marriott sword all over social media while attract travelers ’ attention to ten of the chain ’ s most stunning hotels . Participants were instruct to create an engaging video explain why they should equal take to become one of three official 2022 TikTok Correspondents for Marriott .
To win , contestants had to follow Marriott Bonvoy ’ s TikTok account and post their video with the branded hashtag # 30stays300days . Thanks to the viral challenge , the brand ’ s account exploded—growing from 6K followers to more than 70K . In addition to driving traffic to their TikTok report , the selling movement introduced a whole novel audience to Marriott , particularly the magnificent destination stays included in the prize packet .
3 . Live Hologram Bar | KLM Royal Dutch Airlines
In 2019 , KLM Royal Dutch Airlines shook up destination marketing when they invited traveler to meet , chat , and while expect for their flights . Pop-up hologram bars make up install at airport in the Netherlands , Norway , and Brazil . The immersive video destination selling drive connected tourists and travel enthusiasts in real-time , enable sponsor to cast themselves into their destination airport . KLM ’ s one-of-a-kind , engaging , and informational experience supply consumers with an exciting fresh means to search global destinations .
4 . Where do you want to go ? | Melia Hotels
Melia Hotels spearheaded the industry ’ s approach to digital display marketing . Feature a wide scope of interactive elements and unique designs , their engaging display ads aim online traffic to specific landing pages through powerful messaging , interactive buttons , and personalized content . By asking travelers , “ Where act you desire to go , ” Melia Hotels International launched its sprawling sword with online destination marketing .
Destination selling strategy and best practices
Drive travel and tourism to your destination by express consumer what makes it effective than the alternative . Increase awareness about your region and fortify its reputation with these marketing strategies :
1 . Define your destination ’ s unique selling item ( USP ) .Determine what sets your location aside from all over else in the Earth . What can visitors receive there and just thither ? What attractions , resource , or hidden gems should tourist know about ? Identify what cause your location all unique and make it the focus of destination marketing campaign . Maximize your destination ’ s USP by partnering with tourism-based occupation in the country to gain more feedback .
2 . Know your objective audience .Think about what traveler want from a visit to your region , and create destination-focused campaigns highlighting how you ’ ll pay it to them . Campaigns showcasing high-tech coworking spaces , authentic international restaurant , and the town ’ sec nightlife could help pull business traveler , remote worker , or youthful tourists looking for an exciting weekend away .
3 . Use geotargeting .Geotargeting is a powerful pattern of digital marketing that utilizes location data to direct consumers with relevant selling materials . This location-based advertising strategy use consumer datum points ( e.g. , IP addresses or GPS coordinates ) to identify their location , making it easy for DMOs to see to it their selling fabric hand the right customer at the correct time . Integrate geotargeting into your destination marketing strategy to capture consumer ‘ attention when they ’ re in the region . Identify what brought them to town to learn more about your destination ’ sec feeder cities .
4 . Make experiential selling campaigns .Engage customer ’ senses with interactive marketing they ’ ll remember . Rather of telling travelers what to expect from your destination , make advertising that allows them to experience it for themselves . Immersive kind of , like augmented or virtual world , make it easy for customer to imagine what being your destination would actually feel like . Invite prospective guest to take a virtual pass around your best local park or view the cityscape via high-definition drone footage . Sell more than the location ; .
5 . Use star power to supercharge selling movement .Partner with influencers , famous industry experts , and early recognizable confront to get the Bible out about your location . In increase to reaching new interview member through cross-promotion , add star power to destination marketing can help it appear more credible to customer . With 90 % of social media user acknowledge they ’ ve been influence to buy something because of social medium selling , influencer marketing might cost just what your destination need .
6 . Keep up with tourism trends .Stay forward of travel and tourism course so you know about shift consumer preferences . Incorporate current trend , like wellness-focused travel and virtual tourism , into campaigns to seize the attention of trendy travelers . Hop on social media trend , like viral challenges or hashtag campaigns , subscribe to travel blogs , and watch how competing destinations associate with consumer .
Use destination selling to generate more interest in your area
Invest your knowledge of destination selling to good habit to make more compelling advertising movement . If your local government doesn ’ t provide destination marketing service , look for similar resources nearby . Go on reading to find out more about CVB selling and how it can help hotel .
Kim Campbell
Kim exist a full-time copy and content writer with many yr of experience in the hospitality industry . She entered the hotel Earth in 2013 as a housekeeping team member and solve her way through various department before being appointed to Director of Sale . Kim hold championed numerous successful sales efforts , revenue strategy , and marketing campaigns — all of which landed her a spot on Hotel Management Magazine ’ s “ Thirty Under 30 ” list .
Don ’ t be fool though ; she ’ s not all business ! An avid forest forager , post-apocalyptic fiction fan , and free-sample-fiend , Kim prides herself on being well-rounded .
