Exploring Sojern's Insights on Destination Marketing Trends for 2025

Overview of the Report


Sojern, a leading digital marketing platform tailored for the travel industry, has unveiled its latest report titled "State of Destination Marketing 2025". This comprehensive document aims to provide insights to Destination Marketing Organizations (DMOs) about the evolving landscape of destination marketing. Compiled in collaboration with Benchmark Research Partners and supported by various tourism entities such as Brand USA and the European Travel Commission, the report draws on data from nearly 200 DMOs and associated government and tourism bodies.

The Current Marketing Landscape


One of the standout revelations from the report is that a staggering 85% of DMOs are either maintaining or increasing their digital advertising budgets compared to the previous year. Noreen Henry, Chief Revenue Officer of Sojern, noted the necessity for these organizations to demonstrate the returns on investment in advertising. As DMOs move towards complex strategies to engage travelers at every phase of the marketing funnel, the need for advanced tools and data becomes paramount.

Complex Campaigns and Rising Challenges


As DMOs strive to showcase clear outcomes with limited resources, many face challenges in delivering results amidst rising expectations and technological advancements. The report highlights that while 60% of organizations utilize clicks as a primary metric, 54% struggle to demonstrate a clear return on investment (ROI). Furthermore, 37% cite difficulties in tracking and attribution as significant challenges within full-funnel campaigns. Currently, an impressive 83% of respondents highlight a focus on programmatic advertising due to its traceability and effectiveness, proving crucial for data-driven decision-making.

Dominant Media Channels


Display ads, social media advertising, and search engine marketing remain the top channels for DMOs, with usage rates at 97%, 90%, and 80% respectively. These channels drive the primary media strategies as organizations work towards optimized advertising outcomes.

Embracing AI Technologies


The report also points to the growing adoption of artificial intelligence in destination marketing. Sixty-three percent of DMOs now utilize AI for content creation. However, only 28% leverage it for data analysis, indicating a significant opportunity to enhance insights and decision-making. Addressing resource limitations and training gaps will be essential in unlocking the full potential of AI in this sector.

Shifting Campaign Strategies


Traditionally, DMOs have favored seasonal campaigns, but a notable shift is occurring: 52% now prefer always-on campaigns. These ongoing strategies foster long-term brand awareness, with 42% of DMOs recognizing improved brand visibility as their primary impact. While many DMOs tailor their campaigns to specific audiences—especially outdoor enthusiasts—only a small fraction (15%) employ advanced personalization techniques, suggesting substantial room for growth in delivering personalized travel experiences.

Branding Priorities Post-Pandemic


In the wake of the COVID-19 pandemic, DMOs have had to prioritize immediate bookings and quick results to aid recovery. With stabilization in the industry, these organizations are rebalancing their approaches to embrace long-term branding strategies. The report indicates a shift in campaign strategies, now evenly split between step-specific and full-funnel approaches, marking a significant change from 2024.

Data Challenges and Opportunities


Data remains an invaluable asset for DMOs; however, effectively utilizing it poses challenges. Over half (51%) indicated that data analysis is a primary hurdle, and 45% find difficulty in translating data into actionable strategies. Nonetheless, these challenges present opportunities for DMOs to leverage data to develop compelling campaigns.

The Rise of Cooperative Marketing


Cooperative marketing is gaining traction, especially in Europe, with participation up by 16% year-on-year. This approach enables DMOs to collaborate with hotels, attractions, and airlines, pooling resources for broader campaign reach and enhanced impact.

Social Media and Video Adoption


Social media continues to be at the forefront, with 91% of DMOs using platforms like Facebook and Instagram as primary channels. However, there's a noted rise in the adoption of emerging formats such as connected TV (CTV) and short-form video content, providing new avenues for rich and engaging traveler campaigns.

Conclusion


The "State of Destination Marketing 2025" report serves as a pivotal resource for DMOs navigating the complex marketing landscape. By adapting to emerging trends and technology, DMOs can foster more personalized engagements and brand recognition as they gear up for the future of travel marketing.

For more insights and the complete methodology of the survey, download the full report from Sojern.

Topics Travel)

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