When it comes to the destination marketing world, nobody has their finger on its pulse like the folks at Destination Marketing Association International (DMAI). (They’ve got 600+ DMO members, after all.) So their newest report, a product of their Destination Next endeavor, is worth a thorough read by anyone interested in the ins and outs of our tourism universe.
The 44-page report was drummed up based on survey responses from 327 DMOs in 36 countries. There are lots of interesting nuggets (we recommend you download it and read it in full),but one of the most interesting aspects is the list of trends identified by DMOs.
Here are the top 20:
- Social media’s prominence in reaching the travel market (e.g., Facebook, Pinterest, Twitter, Weibo).
- Mobile platforms and apps becoming the primary engagement platform for travelers.
- Customers increasingly seeking a personalized travel experience.
- Smart technology (e.g., phones, bag tags, and cards) creating new opportunities for innovative new
services and processes.
- Travelers demanding more information, control, interaction, and personalization.
- Geotargeting and localization becoming more prevalent.
- Brand identity for destinations becoming more critical in terms of meeting planner perceptions about
value and experience.
- Customers increasingly looking for a travel experience that allows them to experience a local’s way of life.
- Technology enabling faster decision-making by customers, thereby, increasing business to a destination.
- Consumers becoming increasingly comfortable with ordering products online.
- Hotel taxes increasingly vulnerable to alternative politically based projects.
- Big Data arriving for the tourism industry.
- The brand of a destination becoming a more important factor in travel decisions to consumers.
- Governments facing pressure to reduce or eliminate direct financial subsidies to the tourism sector.
- Short-stay trips and mini vacations becoming increasingly popular.
- More third-party information providers aggregating content about destinations.
- Peer-to-peer buyer influence driving customer purchases.
- Governments dealing with tourism from an integrated, multidepartmental perspective, focused on
- Customers increasingly going directly to suppliers for goods and services.
- Economic conditions continuing to be highly volatile, subject to global and regional shocks.
In addition to the trends, the report outlined the DMO’s planned responses, too. Plus, it identifies future priorities, transformational opportunities and lots of other good stuff. Give it a read, and glean some knowledge from fellow tourism pros.
Oh, and if you need ideas on how to forge ahead and stay competitive, you can always give us a buzz. ;)