Sojern Unveils Comprehensive Insights on Destination Marketing for 2025

Sojern's 2025 State of Destination Marketing Report



Sojern, a leading digital marketing platform for the travel industry, recently announced the release of its insightful report titled "State of Destination Marketing 2025." This report, created in collaboration with Benchmark Research Partners and supported by notable organizations such as Brand USA, Destination Canada, the European Travel Commission, and the Caribbean Tourism Organization, builds on the previous year's findings and discusses the evolving landscape of destination marketing.

Key Findings and Trends



The report highlights a significant change in how Destination Management Organizations (DMOs) are approaching their advertising strategies. Notably, 85% of DMOs are maintaining or increasing their digital advertising budgets compared to the previous year. According to Noreen Henry, CFO at Sojern, this trend towards increased investment underscores the need for DMOs to demonstrate the effectiveness of their spending. Advanced tools and data analytics are now essential for reaching travelers throughout the marketing funnel.

Insights gathered from nearly 200 global DMOs, government agencies, and affiliated tourism organizations reveal how resilient digital advertising has become.

Complex Campaigns in a Challenging Landscape



DMOs are navigating a challenging environment marked by limited resources and heightened expectations. The report outlines that while 60% of DMOs utilize clicks as their primary metric, over half struggle to establish a clear Return on Investment (ROI), with 37% citing tracking and attribution as primary hurdles in full-funnel campaigns. Currently, a significant 83% of respondents are focusing on programmatic advertising due to its traceability, precision, and cost-effectiveness, allowing for smarter, data-driven decision-making.

Display ads (97%), social media advertising (90%), and search engine marketing (80%) continue to dominate the paid media strategies of DMOs.

The Growing Influence of AI



Artificial Intelligence (AI) is becoming a game-changer in destination marketing, with 63% of DMOs leveraging it for content creation. However, only 28% are applying AI for data analysis, indicating a substantial opportunity for enhancing insights and decision-making through this technology. Overcoming resource constraints and training gaps will be crucial to maximizing AI's potential in the industry.

A Shift Toward Always-On Campaigns



The report also notes a shift in DMOs' campaign strategies, with 52% now favoring always-on campaigns over traditional seasonal initiatives (40%). These continuous marketing efforts yield better results, as evidenced by 42% of respondents indicating improved brand awareness as the principal outcome of this strategy.

DMOs are refining their targeting, with 66% focusing on outdoor enthusiasts. However, only 15% are implementing advanced personalization techniques to tailor offerings in real-time across multiple channels. This represents a promising opportunity for crafting personalized experiences for travelers at every stage of their journey.

Branding Takes Center Stage



In the wake of stabilizing after the pandemic, DMOs are now aligning their campaigns towards long-term strategic objectives. Enhanced brand awareness has emerged as a critical focus, leading to a balance of 50% of campaigns being standoff-specific versus full-funnel strategies—an impressive shift compared to the previous year's predominance of full-funnel campaigns at 70%.

The Promise and Challenges of Data



Data stands as one of the most potent tools for DMOs, yet many find it challenging to leverage effectively. More than half (51%) report that data analysis is a major hurdle, while 45% struggle to translate this data into actionable strategies. However, these challenges create opportunities for differentiation through data-driven campaign development. The report indicates that a significant majority of DMOs are already utilizing data, with 84% relying on insights for digital marketing, 75% tracking visitor statistics, and 69% conducting market research.

Collaboration Marketing Trending Upward



Cooperative marketing campaigns are gaining traction, particularly in Europe, where participation has surged by 16% compared to last year. By collaborating with hotels, attractions, and airlines, DMOs can expand their campaign reach and optimize their efforts.

The Rise of Social Media and Video Content



Social media remains integral to DMOs, with 91% utilizing platforms for marketing, and 99% ranking Facebook and Instagram among their top five channels. Interestingly, the emergence of Connected TV (CTV) and short-form videos indicates a growing trend that holds great potential for creating immersive campaigns that resonate with travelers.

For a detailed look at the survey methodology and complete insights, DMOs and stakeholders can download the full report from Sojern. The platform continues to innovate in travel marketing, providing invaluable tools and insights that empower the industry to connect with travelers effectively.

Topics Travel)

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