November 26, 2022

How Travel Data Can Be Harnessed For Destination Marketing

Destination marketing is a field that must keep up with evolving technologies and rising customer expectations. To stay on top, your destination marketing organization must continue to improve its marketing efforts. In this blog post, we will learn how travel data is harnessed for destination marketing. 

Retrieve Data from Online and offline Sources

Destination marketing organizations, also known as DMOs, use data for many reasons. For example, the organization might use tools such as Google Analytics to learn more about their visitors, such as who they are, where they came from, and what motivated them.

Offline, DMOs can learn about current visitors, such as their average age, gender, and what they are coming from through location intelligence data. Once they've gathered enough information, they can analyze it to determine who to contact, how to contact them, and what messages to send.

Define the Unique Selling Proposition

Taking the time to clearly define what makes a destination special is likely the single most important step for any destination marketing organization. There are numerous ways for a destination to stand out, such as by offering special activities to visitors or having unique natural features, such as mountains, volcanoes, or beaches. 

The destination might have an interesting history or  notable landmarks, such as the Eiffel Tower, the Great Wall of China, and more. Perhaps the culture is its unique selling point, and visitors  want to travel to see local events, museums, or sports clubs. DMO should identify their differentiators using customer and competitor data and incorporate it into their marketing strategy.

Define The Target Audience And Market

Another important part of  destination marketing strategy is identifying the target audience. For example, who is likely to visit the destination and why. Usually, the target audience is broken into multiple segments, since each segment may have a different reason for coming to the location.

For example, the destinations may appeal to gap-year students and elderly couples enjoying their retirement. It may appeal to people who enjoy outdoor sporting activities as well as those who want to relax on the beach. Alternatively, it could be a destination for business travelers.

Finally, DMOs should use data to determine what DMOs should use data to determine what markets the visitors are coming from. These can be neighboring cities, states, or countries.

Wrapping Up

Almost every destination has unique attractions, natural features, points of interest, or cultural aspects that could attract visitors. Using the strategies outlined above will help destination marketing organizations gain more visitors and ultimately help local tourism industry. To know more about travel data, contact AirSage today! 

Interested in learning more about location Intelligence? Check out our other blog posts.

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