Sojern Launches 2025 Destination Marketing Report Highlighting Key Trends and Strategies

Sojern Unveils the 2025 State of Destination Marketing Report



Sojern, a prominent digital marketing platform designed specifically for the travel industry, has officially released its "State of Destination Marketing 2025" report. This comprehensive document is the result of a collaboration between Sojern and Benchmark Research Partners and enjoys the support of organizations such as Brand USA, Destination Canada, the European Travel Commission, and the Caribbean Tourism Organization. Building on the insights from the 2024 report, this new edition presents an in-depth look at cutting-edge trends in destination marketing.

Key Highlights from the Report



One of the most notable findings from the report reveals that an impressive 85% of destination marketing organizations (DMOs) are either maintaining or increasing their digital advertising budgets compared to the previous year. Sojern's Chief Revenue Officer, Noreen Henry, emphasizes the importance of demonstrating return on investment (ROI) as DMOs enhance their marketing strategies and allocate more resources to their efforts. Leveraging advanced tools and data analytics is becoming crucial in this context as organizations seek to engage travelers effectively throughout the marketing funnel.

With nearly 200 responses from global DMOs, government agencies, and related tourism entities, the report uncovers the resilience and adaptability of digital advertising in a rapidly changing landscape.

Challenges Faced by DMOs



The path forward is not without its challenges. DMOs report difficulties in managing limited resources while simultaneously demonstrating tangible results. Increasing expectations coupled with the fast-paced technological environment create pressure to deliver results from multichannel campaigns that are both technical and complex. Interestingly, while 60% of organizations use clicks as their primary performance metric, 54% of them struggle to prove clear ROI, and 37% identify tracking and attribution as significant hurdles.

Currently, 83% of the surveyed DMOs are focusing on programmatic advertising, which offers considerable advantages including trackability, precision, and cost-effectiveness, enabling them to make more informed, data-driven decisions. The dominant forms of paid media strategies among DMOs are display advertising (97%), social media advertising (90%), and search engine marketing (80%).

The Role of AI in Destination Marketing



Artificial Intelligence (AI) is poised to redefine destination marketing, with 63% of respondents utilizing AI for content creation. However, only 28% are employing AI for data analysis, indicating an opportunity for DMOs to harness AI for deeper insights and more effective decision-making processes. Addressing limitations in resources and training will be critical to unlocking AI's full potential as a marketing tool.

Evolving Campaign Strategies



In a shift from traditional seasonal campaigns, 52% of DMOs now prefer always-on campaigns over seasonal initiatives, which many believe result in improved brand awareness. This strategy appears to be driving desired results—42% of respondents cite enhanced brand recognition as a significant outcome of these ongoing marketing efforts.

Moreover, DMOs are becoming increasingly adept at crafting targeted campaigns for niche audiences, with 66% focusing specifically on outdoor enthusiasts. However, advanced personalization techniques that allow real-time adjustments across various channels are still underutilized, with only 15% of DMOs implementing such strategies.

Prioritizing Brand Awareness



Since the COVID-19 pandemic, DMOs have primarily concentrated on driving bookings and hitting short-term targets. With the gradual stabilization of the industry, there is a noticeable shift toward a long-term strategy prioritizing brand-building campaigns. The report indicates that DMOs are increasingly balancing their focus, moving towards a 50/50 split between stage-specific initiatives and full-funnel approaches, a significant shift from the previous year.

Navigating Data Challenges



While data is recognized as a powerful asset, many DMOs struggle with effectively leveraging it. More than 51% of respondents reported data analysis as a primary challenge, and 45% find it difficult to translate that data into actionable strategies. Nevertheless, the report highlights that DMOs are actively using data for various purposes, including digital marketing insights (84%), tracking visitor statistics (75%), and conducting market research (69%).

Growth of Co-op Marketing



The report highlights a rise in co-op marketing efforts, particularly in Europe, where participation saw a 16% year-over-year increase. By collaborating with hotels, attractions, and airlines, DMOs can extend their reach and amplify their marketing initiatives while pooling their resources.

Conclusion



Social media continues to dominate destination marketing efforts, with 91% of DMOs reporting their engagement on these platforms, especially Facebook and Instagram, which rank among the top channels. Emerging formats like connected TV (CTV) and short-form video are also gaining traction, suggesting a future where robust, visually captivating campaigns can resonate deeply with travelers.

To access the full survey methodology and all insights from the "State of Destination Marketing 2025" report, download it from Sojern's official site.

About Sojern



Sojern is a leading travel marketing platform designed to enhance growth and profitability in the travel sector. With over a decade of experience since its founding in 2007, Sojern has established itself as a trusted partner for more than 10,000 travel marketers worldwide, offering a comprehensive suite of tools that deliver unparalleled traveler insights and engagement strategies. Headquartered in San Francisco, California, the company operates globally, with teams spanning the Americas, Europe, Middle East, Africa, and Asia Pacific.

About Benchmark Research Partners



Benchmark Research Partners specialize in conducting market studies that support industry stakeholders in understanding market shifts and identifying opportunities through peer benchmarking data.

Topics Travel)

【About Using Articles】

You can freely use the title and article content by linking to the page where the article is posted.
※ Images cannot be used.

【About Links】

Links are free to use.