The DMO Download
A weekly digest for those who market and manage destinations.
How Will the Metaverse Affect Travel?
by Paige Schamberg
Our Top 5 DMO Resources for You This Week
We’ve got some great resources lined up for you this week. As your 2022 marketing campaigns are in full swing, it’s the perfect time to catch up on the latest to keep your destination on track. Read about a new kind of vacationer, learn how the Metaverse is changing travel, check out Seattle’s latest marketing campaign and more in this week’s download. Keep reading!
The Pandemic Brings a New Kind of Traveler
Digital nomads, remote work and the pandemic have opened up a whole new demographic: the workcation traveler. The rise of technology has normalized remote work and as destinations begin to open up after pandemic restrictions, the line blurs between work and play. It’s now possible for travelers to keep working while on their vacation, taking Zoom calls in their hotel room and visiting attractions after-hours. Travelers can book trips without taking a single day off.
According to this article, 74% of remote-working Americans reported that they would consider taking a workcation. Because this style of travel allows employees to save their PTO and stay on top of work while also seeing new places, it’s no surprise that more and more Americans are considering it. As more Americans begin planning workcations across the country, destinations need to start thinking about how they can market to this unique demographic. Make sure to take time to research this type of traveler; being aware of their motivations and behavior will allow you to incorporate this growing segment into your marketing strategy.
The Metaverse Poised to Change Travel in 2022
The new year brings new changes to the travel industry, especially in technology. As Metaverse technology can easily be implemented into travelers’ experiences, it’s predicted to become one of the biggest trends in 2022. Travel companies are working on programs that will allow travelers to experience things like hotel rooms and flights virtually, emphasizing a “try before you buy” approach to travel. Some other highlights from this article include:
- Metaverse will be a bridge between the digital and physical aspects of the industry.
- Traveling through the Metaverse could eliminate unnecessary travel.
- Virtual tourism was picking up during the pandemic, but the Metaverse will offer a new approach.
- 2022 will determine whether the Metaverse makes a significant impact on travel for years to come.
While the jury is still out on whether the Metaverse will make sweeping changes to the travel industry, many companies are beginning to invest in a digital landscape. Destinations need to be alert to this evolving trend and prepared for how it will change their visitors’ perception about travel.
Jumping into the Metaverse may not be within reach for all destinations, but it’s important to understand that virtual reality is making its way into the industry. Consider how your destination can begin implementing virtual reality elements into your visitor experience. Not only will this make your destination appear technologically relevant, but can create unique and personalized experiences for your visitors.
“Rediscover Seattle” Campaign Targets Local Travelers
Visit Seattle launched a new marketing campaign called “Rediscover Seattle” that promotes local travel in the region. The campaign is the result of a collaboration with Airbnb as the company’s mission is to work with destinations to encourage a safe return for travel.
“We are thrilled to partner with Airbnb on this opportunity to remind, and introduce, our locals to the gems of our region during such a critical time of recovery,” said Visit Seattle’s Chief Marketing Officer Ali Daniels.
The campaign includes email and social media marketing tactics that will target local travelers across the state of Washington. The goal is to encourage local travelers to explore a region’s natural amenities and businesses.
The rise of the Omicron variant opens up the opportunity for destinations to refocus their marketing efforts on residents and locals. Reminding them what attractions and amenities are available right next door can keep your destination’s audience full during the travel uncertainty. There are many opportunities when it comes to marketing to your residents and neighboring communities. From “shop local” messages to cool giveaways, there are many creative ways to encourage local support for your destination.
Is Your Website Giving Visitors Trust Issues?
For destinations, an easy-to-navigate 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. As a DMO, take time to evaluate your website and the pain points you want to alleviate for potential visitors. Then, 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 that my destination website needs?
Answering these questions paves the way for a strategy that will build trust with your visitors. This webinar will answer your website questions while highlighting principles and functionality that makes destination websites perform and stand out. Also, you’ll receive free materials offering tactics that DMOs can implement into a savvy website strategy.
Tips to Promote Your Destination’s Content Effectively
If you’ve been working on creating new content for your destination, it’s important to also have a clear plan to promote it. Marketing Insider Group offers tips on how you can organize a promotion plan and make sure you’re getting your content in front of more eyes. Here are a few tips to get you started:
- Research your audience. Make sure you know who is reading your content and which pieces of content are performing the best.
- Post it on social media. After researching your audience, you can learn which platforms they use the most to gain more traffic to your content.
- Use email marketing. Sending your content directly to your audience’s inbox is a great way to attract their attention. Make sure you are tracking open and click-through rates to understand what your audience wants to engage with.
- Don’t be afraid to invest in paid promotion. Investing in social media advertising and search engine marketing, you can get a lot of mileage out of your content. The right research will make the investment worth it.
DMOs with content attracting specific types of travelers need to be promoting it. Sharing quality blogs, landing pages and events keeps potential visitors updated on your destination’s happenings and offerings. Getting more people engaged with your content increases the opportunities to convert online readers into visitors that will return again and again.