The DMO Download

A weekly digest for those who market and manage destinations.

Know Your Travelers From Every Generation


The Latest Heritage Tourism News

We’ve got some great resources lined up for this week! Read about generational travel trends, a new partnership reaching new audiences, getting stakeholder buy-in and more.

Generational Travel Trends DMOs Should Know

It’s easy for DMOs and heritage areas to get used to marketing to just one or two generations. Perhaps your historical region is attractive to Baby Boomers, or maybe your area’s cultural scene is attractive to older Millennials. Whatever your situation, there are so many opportunities to extend your reach to a wider audience. Check out these generational insights and trends to inspire new ways that you can promote your amenities:

  • Gen Z is a new autonomous generation that is energetic and ready to travel! While it might be a surprise, Gen Z travelers are visiting museums. On average, they visit three museums or historical attractions during one trip, preferring to visit during the morning.
  • Millennials are more likely to travel while working and are big fans of iconic landmarks. They also are likely to plan a museum visit only 24-48 hours in advance and prefer more specialized experiences like unique tours and events.
  • Gen X is more focused on their work than other generations. They prefer to visit museums and other attractions after work, but also enjoy a wide range of activities. When it comes to planning their experiences, they’re likely to search for options through Google and Bing, making SEO an important factor for visibility.
  • Baby Boomers are also very likely to visit a museum, attraction or landmark after normal working hours. While they are more concerned about price than other generations, they are willing to pay the top dollar for the right experience. Food, beverage, transportation and guided tour packages are just some examples of special experiences they would be interested in.

For DMOs and heritage areas, making sure that your destination and amenities are accessible and enticing to these generations is vital. Encourage your stakeholders to take notice of these trends and behaviors! Doing so will make your region all the more appealing to more people.

This Unique Partnership Reaches New Audiences in PA

In honor of Hispanic Heritage Month, Visit Hershey and Harrisburg and marketing firm Latino Connection partnered to facilitate bilingual experiential marketing activations covering over 2,000 miles in Pennsylvania, New Jersey, New York, Maryland and Washington, D.C. The bilingual tour will include events such as fairs, festivals and community events to promote Hershey as a destination.

Pennsylvania’s Latino and Hispanic population has nearly doubled since 2010, diversifying the state’s tourism audience significantly. This partnership seeks to incorporate more diversity, equity and inclusion in its marketing efforts, and the tours are a big step forward.

“Overall, I think it’s extremely imperative for diversity, equity and inclusion, and for our local neighbors to understand that we live in a very touristy region. And that creates jobs and opportunities that overall helps improve the lives of not only our friends and neighbors but the overall region,” George Fernandez, chief executive officer of Latino Connection, said.

This is a great example of how DMOs and heritage areas can leverage partnerships and to learn more about new traveler segments and reach a wider audience. Learn more about their unique approach to inclusive marketing here.

Getting Stakeholder and Community Buy-in to Build Your Brand

It can be overwhelming to think about getting all of your stakeholders in agreement, but it’s vital for delivering on your destination’s brand promise. There are some strategies DMOs and heritage areas can use to get everyone on the same page. Here are some ways you can earn their buy-in:

  • Listen to your stakeholders’ needs and really consider their opinions when making decisions.
  • Educate your stakeholders with the knowledge they need to succeed.
  • Communicate your progress clearly throughout the life of the branding project.
  • Demonstrate the value of stakeholder support in your projects and consistently be available for them.
  • Outline the stakeholders’ investment and involvement in the project and final product.

Following these tips will encourage your stakeholders to invest in your community’s branding as well as the overall efforts of your organization. It will also serve as the foundation for trust between you and your community and encourage the healthy sharing of ideas and content. This kind of environment fosters a powerful and supportive strategy and energy to develop your brand.

To learn more about county and community branding, check out this webinar and this resource.

How to Build a Successful Team in Your Organization

Successful DMOs and heritage area organizations depend on efficient and effective teams. So, how can you foster forward-moving teamwork in your workplace? There are many factors at play. This article features advice and insight from over 500 leaders at various companies and organizations, giving you a foundation for a highly productive team that communicates, cooperates and innovates effectively.

The first step in building a productive team is by making solid plans. Defining clear and measurable goals offers clarity of purpose and provides milestones for your team to work toward. An important part of establishing a solid plan is by hiring and engaging with the right people. People who are driven, communicative and committed to your organization’s success will be vital members of your team. With these individuals, you can build a step-by-step plan to achieve your goals that will creatively and actively use everyone’s skills and expertise.

The next step is to establish a positive work culture. Communicating your values and sticking to them is the key to proactive and beneficial teamwork. Encouraging respect between your team members is important, but it’s even more important for the team leader to set an example. Respecting all of your team members encourages equality and motivation to share ideas.

Finally, the best teams are made when they deliver on their individual roles. Encouraging accountability will ensure that everyone does their part and will establish your team as a reliable one. This will also establish trust and confidence in your team and will influence how your stakeholders perceive you.

Having a well-functioning team will drive your destination toward success. As some might say (or at least they should say), “behind every successful destination is a more successful team.”

  • Paige Schamberg

    Content Production Manager at Bull Moose Marketing. A lover of literature and a sunshine enthusiast who probably drinks too much tea. Connect with me on LinkedIn @paigeschamberg

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