The DMO Download
A weekly digest for those who market and manage destinations.
Having Fewer Visitors Can Give You Big Marketing Opportunities
by Paige Schamberg
Get the Quality Resources You Need This Week
The best DMOs need the best resources to keep their initiatives moving forward. That’s why we put together a great list this week to prepare your destination for success. Learn about what travelers are looking for in short-term rentals, how having fewer visitors could benefit your marketing strategy, how to shoot videos for beginners, sign up for a website webinar and more. Read on!
FREE WEBINAR: Mark Your Calendars For Next Week!
Get geared up for the website and branding webinar you’ve been waiting for! For destinations, an organized and informative website is vital in getting your website visitors to trust you. And people who trust you are more likely to book at your destination.
Before committing to a new website project, it’s important to take the time to evaluate your website and ask yourself these questions:
- Does my website convey accurate and updated information?
- Is my website easy to navigate for potential visitors?
- How do I earn my visitors’ trust through my website?
- What are some must-haves a destination website needs?
Join us on March 23 at 1 p.m. EST as our website and branding experts answer these questions and pave the way for a strategy that allows you to build trust with your visitors. This webinar will highlight the principles and functionality that makes destination websites perform well and stand out. You’ll also receive free materials with tactics that DMOs can implement into a savvy website strategy. This will be a tactical webinar you won’t want to miss.
Travelers Won’t Settle For Just Any Short-term Rental, They Want Quality
Over the past two years, there have been dramatic changes in the short-term rental industry. With so many travelers preferring them over hotel rooms, rental bookings surpassed other accommodation types, according to this article from Phocuswire. This newfound popularity brings some unique challenges for those in the business and for DMOs. Here are the major takeaways you need to know:
- Travelers are now expecting high-quality service from their rentals, including easy booking processes, cleanliness, additional amenities and more.
- This year, traveler demand for rentals is projected at over 14%, but the number of available listings hasn’t met that demand, leaving lots of opportunities for your residents and stakeholders.
- Visitors are looking for covet-worthy homes for their vacations.
- New technology has opened up new operational opportunities for property owners to manage their rentals.
This new data means that DMOs need to highlight their short-term rental accommodations for visitors. As travelers research potential destinations, they’re simultaneously looking for the most affordable and attractive places to stay. Encouraging stakeholders and residents to improve the quality of accommodation options will increase the likelihood that visitors will plan their next vacation in your area.
Here’s One Case Where Having Fewer Visitors Could Be Better
The goal of every destination is to attract more visitors, so when CNN Travel released their top 15 least-visited national parks, it can be easy for surrounding areas to read the list and feel discouraged. But, what if these DMOs, as well as other destinations receiving few visitors, could use this data to their advantage?
Recent travel trends show that visitors prefer more sustainable travel, choosing to limit their carbon footprint and preserve the destinations they visit. Overtourism is becoming a threat to many locations’ natural resources. Travelers and residents alike are paying attention. By marketing yourself as an “off-the-beaten-path” destination, travelers know they’ll be able to enjoy your natural amenities without too much competition from other travelers. And less traffic means that they can enjoy a getaway without compromising the area’s environment. Not only will this be better for the environment, but it also allows your visitors to get those deep, authentic experiences they’ve been craving. With less “tourism culture” in your community, visitors will be able to get a real feel for what your destination has to offer.
Instead of feeling discouraged, DMOs with fewer travelers have big opportunities to market to the right people. By attracting more value-based travelers, you’re able to give them real experiences, offer a more sustainable approach to traveling and preserve your destination for generations to come.
So, You Think You Understand the New Nomad?
Digital nomads, or the “new nomads” as dubbed by Phocuswright, are a growing population, and DMOs need to make sure they truly understand this demographic. Previously held beliefs were that digital nomads are fresh-faced, post-undergraduates that wanted a year or two to adventure before diving into the workforce. But, Phocuswright’s latest travel research report reveals the truth:
- New nomads are very likely to hold advanced degrees. New technological and societal advances have extended the work/travel/play life option to more vocations, so many of these travelers have significant responsibility and seniority at work.
- Only 1 in 7 nomads are self-employed. Most have full-time positions with an employer.
- More senior positions mean more disposable income, so this is an audience that shouldn’t be overlooked.
It’s important to note that this segment will only grow as more businesses begin to adopt more flexible work schedules and remote positions. Keeping this target audience in mind when developing your marketing strategies will allow you to attract more affluent travelers to your destination.
No Video Experience? No Problem
.Since video is a HUGE trend in marketing right now, it’s important to make sure you’re preparing to dive in. Even if you’ve never filmed a video before, these tips from Content Marketing Institute will help you get your destination on the virtual map.
- Video is simply visual storytelling, so it’s important to make sure that you have someone to write that story. Finding a good writer to craft a quality script makes sure your imagery can align with your technical abilities.
- Map out everything you need to film, say and edit in advance. Managing edits in video is a different ballgame than in written content creation. Make sure you have everything you need before the editing process to minimize the amount you need to fix.
- For higher-quality video, make sure you have the right equipment. This doesn’t mean you need to invest in expensive lenses or cameras, but make sure to do your research to ensure you’re recording the best video you can within your budget.
- Check all your equipment before you start filming. Bad batteries, missing props or unconnected microphones can ruin hours of film and put your publishing schedule way behind.
- Make data-driven creative choices when planning your videos. Find out what will resonate with your audience and continue creating content that gets your viewers engaged with your brand.
Producing quality content is vital in communicating your destination’s story. And, whereas quality video is important, the most important aspect of your video strategy is authenticity. Plan your videos around the real experiences that your destination can offer and you’ll not only get visitors excited about visiting, but also earn their trust.