Insights from Sojern's Latest Report on Destination Marketing
Sojern, a renowned digital marketing platform specializing in travel, has exciting news to share about its newest report titled "State of Destination Marketing 2025." This report is designed specifically for destination marketing organizations (DMOs) and has been produced in collaboration with Benchmark Research Partners. It aims to shed light on the evolving landscape of destination marketing.
According to the report, an impressive 85% of DMOs have decided to either maintain or increase their digital advertising budgets compared to the previous year. Noreen Henry, the Chief Revenue Officer at Sojern, emphasized the importance of demonstrating measurable returns on these investments. She noted how DMOs are under significant pressure to utilize advanced tools and data to effectively engage travelers.
The research includes insights gathered from nearly 200 global DMOs, government tourism bodies, and other related entities. It highlights a remarkable resilience in digital advertising practices among these organizations.
Challenges and Complexities in Campaign Management
DMOs are encountering a range of challenges, such as limited resources and the need to deliver clear results. Additionally, rising expectations within the market and rapid technological change are creating pressures to deliver effective outcomes. Multi-channel marketing campaigns are becoming increasingly intricate and technical. Despite 60% of DMOs identifying clicks as their primary measurement metric, 54% find it difficult to establish clear returns on investment (ROI), and 37% cite tracking and attribution as major obstacles in full-funnel campaign management.
The report found that a significant 83% of DMOs are prioritizing programmatic advertising, which enhances their ability to make informed, data-driven decisions due to its trackability and precision.
Moreover, display ads, social media advertising, and search engine marketing are the top channels utilized in paid media strategies, with respective usage rates of 97%, 90%, and 80% among DMOs.
The Role of AI in Destination Marketing
Artificial intelligence (AI) is increasingly playing a pivotal role in transforming destination marketing strategies. The report reveals that 63% of DMOs have started utilizing AI for content creation, although only 28% leverage it for data analysis. This indicates a significant opportunity for DMOs to tap into the potential of AI for deeper insights and improved decision-making, especially as addressing training gaps and resource limitations is paramount to maximizing AI's capabilities.
Shifting from Seasonal to Always-On Campaigns
Traditionally, DMOs have favored seasonal marketing campaigns; however, the trends indicate that 52% are now shifting towards always-on campaigns, surpassing the 40% that still prefer seasonal approaches. This transition is driving better results, with 42% citing enhanced brand awareness as the most notable benefit of maintaining an always-on marketing strategy.
Furthermore, DMOs are improving their ability to craft campaigns tailored to specific audiences, especially outdoor enthusiasts, with 66% making extensive efforts in this direction. Despite this, only 15% are employing advanced personalization techniques that provide real-time adjustments across their marketing channels. This gap presents a considerable opportunity for DMOs to enhance the travel experience for consumers.
Focus on Brand-Building in Post-Pandemic Recovery
Following the tumultuous years caused by the COVID-19 pandemic, DMOs initially focused on driving bookings and achieving short-term results. Now, as the travel industry steadies, there is a notable shift towards long-term strategic approaches. Brand awareness has emerged as a significant priority, marking a clear evolution in campaign strategies—now evenly divided between stage-specific initiatives and full-funnel approaches, a considerable shift from 2024 when full-funnel strategies dominated at 70%.
Opportunities and Challenges in Data Utilization
While data remains a powerful asset for DMOs, effectively utilizing it can be a challenge. The report reveals that over half (51%) of DMOs report data analysis as a major hurdle, and 45% struggle to convert data into actionable strategies. Despite these challenges, there is a strong impetus for DMOs to leverage data to craft effective campaigns. A resounding 84% confirm they're using data for digital marketing insights, 75% for tracking visitor stats, and 69% for market research.
Collaborative Marketing Through Co-op Initiatives
Co-op marketing strategies are becoming increasingly popular, particularly within Europe, where participation has seen a remarkable 16% year-over-year increase. By collaborating with hotels, attractions, and airlines, DMOs can share resources, broaden their campaign reach, and better scale their efforts.
Growing Popularity of Video Marketing
Despite social media being the cornerstone of their marketing strategies—91% of DMOs utilize social media, with Facebook and Instagram ranking as top channels—there is a growing interest in video content. Emerging formats like connected TV (CTV) and short-form video are gaining traction, offering valuable avenues for DMOs to create captivating and visually engaging campaigns that resonate with travelers.
Frequently Asked Questions
What is included in the State of Destination Marketing 2025 report?
The report includes insights from nearly 200 DMOs, highlighting trends, challenges, and opportunities in destination marketing.
How has AI impacted destination marketing?
AI is reshaping strategies with 63% of DMOs using it for content creation, but there's potential for more use in data analysis.
What are DMOs focusing on in their campaigns now?
DMOs are shifting toward always-on campaigns, improving brand awareness and tailoring messages for specific audiences.
What challenges do DMOs face in data analysis?
Many DMOs find data analysis challenging, with over half citing it as a major hurdle in crafting effective strategies.
How has co-op marketing changed recently?
Co-op marketing has gained momentum, especially in Europe, allowing DMOs to collaborate and share resources effectively.
