Digital marketing platform Sojern has launched the State of Destination Marketing 2024 report for destination marketing organisations (DMOs). It is said to be the first-of-its-kind, produced through a partnership between Sojern and Digital Tourism Think Tank (DTTT), and supported by Brand USA, Destination Canada, and the European Travel Commission.
The new report sheds light on the latest industry trends and challenges, particularly related to the future of destination marketing, drawing insights from nearly 300 DMOs, government departments and affiliated tourism entities worldwide.
Sojern commissioned the report to ensure its global destination clients have access to the most comprehensive marketing insights.
The report found that economic uncertainty, inflation, and the cost of living are all having a significant impact on strategies, with more than 50 per cent of respondents considering these to be areas that require careful planning.
“As the travel industry undergoes rapid transformation, we remain committed to empowering destinations to navigate these changes effectively,” said Noreen Henry, chief revenue officer, Sojern.
“The insights uncovered in our report highlight destination marketers’ strategic priorities and overall approach to digital marketing, while also highlighting the significance of promoting sustainable and diverse tourism and meeting consumers’ increasing desire for unique experiences. Working with strategic technology-powered partners like Sojern ensures success in an increasingly dynamic and competitive environment.”
Some interesting observations made in the report include growing adoption of AI and the impact that has on destination marketing. According to the findings, DMOs anticipate that AI’s impact will be most pronounced in content creation, with nearly half (49%) foreseeing significant impact. A growing number of AI tools are transforming creative processes, from long-form content to social media posts.
In addition, 40% of DMOs see significant potential in AI for predictive analysis and forecasting, 38% for data analysis and interpretation, and 37% for marketing content personalisation. However, 71% are currently less confident and see little potential impact in AI’s ability to shape their teams’ web, app and platform creation, and 63% in conversational marketing.
The report also determined greater priority on digital paid media. Ninety-six per cent of DMOs are making significant investments in paid media as an essential component in achieving their marketing objectives. Notably, 58% take an always-on approach, investing year round, while 38% invest seasonally and only 21% invest when specific opportunities arise. Social media advertising maintains its prominence, as does Search Engine Marketing (SEM), with 96% and 95% of DMOs rating them as having a high or average importance, respectively.
Data use and privacy are also top of mind among respondents, with 54% saying that data provides the most value in marketing planning. Demographic data (88%) is used most frequently to guide decisions, followed by behavioural data (79%). However, increased reliance on data also brings its challenges – lack of data integration across channels (52%), the high cost of acquiring data (46%), and limited access to quality data (42%).
With Google’s deprecation of third-party cookies scheduled for mid-2024, 37% reported a significant impact, while 15% of respondents said that these changes have a small impact on their current strategies. DMOs are taking actions to mitigate the effects of these data privacy changes, with 60% planning to focus on social content and 58% prioritising obtaining more first-party data.
More findings and full survey methodology can be found in the full report, accessible here.
The New York zone will be transformed into Santa’s North Pole Headquarters. Expect to encounter snowfall here multiple times a day.
Philippine Airlines (PAL) and Singapore Airlines (SIA) have signed a new codeshare partnership agreement, which will allow the airlines to enhance flight options for their customers travelling between the Philippines and Singapore, as well as to other domestic and international destinations via their respective hubs.
The codeshare agreement will start on SIA’s and PAL’s flights between Singapore and Manila, the Philippines, by 4Q2023, subject to regulatory approvals. SIA will also codeshare on PAL’s flights from Manila to 27 destinations within the Philippines, while PAL will codeshare on SIA’s flights to six destinations in Europe – Copenhagen, Frankfurt, Milan, Paris, Rome, and Zurich.
These European codeshare sectors will be rolled out progressively across PAL and SIA sales channels as well as travel agents over the coming weeks.
The codeshare services to Copenhagen and Milan will represent a historical milestone – the first-ever air links to the Danish capital and the Italian commercial hub by a Philippine carrier.
PAL is making a comeback, albeit through codeshare services, to Frankfurt, Paris, Rome, and Zurich, which were previously served by the Philippine flag carrier in the 1980s and 1990s.
Both airlines will also explore an expansion of the codeshare agreement to include SIA’s flights to additional points in Europe, as well as destinations in Australia, India, New Zealand, and South Africa.
Stanley K Ng, president and COO, Philippine Airlines, said: “We are happy to offer our Philippine Airlines passengers a wider range of flights between Manila and Singapore through this codeshare partnership, affirming our promise to keep building new connections and opportunities for our customers. The partnership is the product of a strengthened relationship with our fellow ASEAN mainline carrier, Singapore Airlines, and an enduring commitment to expanding our presence in Singapore, a top PAL destination that we have been serving for 58 years and counting.
“We also look forward to offering increased connectivity to several cities across Europe, home to many overseas Filipinos and to a growing number of tourist and business travellers whom we invite to discover the wonders of the Philippines.”
Goh Choon Phong, CEO, Singapore Airlines, added: “This agreement enables Philippine Airlines and Singapore Airlines to work more closely together, and find ways to offer our customers enhanced travel connections between Singapore and the Philippines. This will support the growing demand for both business and leisure travel between the Philippines and Singapore, and beyond that to our key markets around the world.”