In the travel industry, the word sustainable often conjures images of eco resorts and carbon-neutral travel methods -and for good reason.
Large and small destination marketing organizations are continually working to attract travelers while preserving the environment and working to combat climate change. Recently, large-scale cruise ships in Venice have been banned after a decade-long protest over safety and environmental impact.
While sustainability is certainly an industry goal, true sustainability goes further than environmental considerations. Destinations, regardless of size, must build sustainable business models that not only preserve the beauty of the destination, but also the destination’s ability to attract current and future travelers. And that requires defined, data-driven strategies.
Maximum impact with minimal spend
Budgets are tight and the pressure to deliver bookings is high. Budgets have dwindled, leaving larger DMOs to do more with less and smaller DMOs to compete with larger destinations on fewer funds.
In fact, many DMOs around the world exist solely through public funds, and many are limited when it comes to accepting private investments.
To uncover traveler preferences and drive bookings, DMOs must use behavioral targeting rather than traditional approaches.
Sojern
While some DMOs in the American market have created business models that rely on a mixture of both public and private funding, many around the world are struggling to survive.
However, there is hope. Digital tools and technologies make co-op campaigns more flexible and trackable, enabling DMOs to easily test, adjust and optimize to drive bookings on a budget.
Regardless of size, DMOs must be more creative to find new revenue streams to increase future budgets. This includes catering to new travelers with updated messages. The travel industry has a unique opportunity to expose people to new cultures and ideas, celebrate diversity and bring people together through shared interests and experiences.
Now more than ever, travelers will seek out businesses that align with their values, so whether it’s eco-friendly tourism, or gender and racial equality, brands must communicate those values and the commitment to reaching sustainability goals. The technology and data to test this messaging are available and affordable for DMOs on any budget.
Data-driven targeting
Effective targeting is critical for DMOs to drive travelers to book. According to Booking.com, 53% of travelers reported that the pandemic opened their eyes to human impact on the environment, making them want to travel more sustainably in the future.
In addition, 34% of travelers are looking for immersive, authentic experiences where they can travel like a local. For example, Contiki’s younger demographic is increasingly interested in more sustainable and experiential travel - and the longtime tour operator has delivered.
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To uncover traveler preferences and drive bookings, DMOs must use behavioral targeting rather than traditional approaches. This means following the behaviors not just personas. For example, DMOs shouldn’t just target all millennials. Instead, they should target strategically - but not too narrowly - to maximize reach.
First- and third-party data and technology will allow DMOs to target effectively and deliver personalized messaging that resonates. By using the right data and technology, DMOs can learn behavioral preferences, and track and optimize campaigns as preferences and conditions change.
Leverage partnerships
While some DMOs may be in isolated areas, it doesn’t mean they have to campaign alone. Forging partnerships not only leverages external expertise to prioritize issues and craft messaging, it also opens up access to new tools and technology.
Some partners have extensive experience with sustainability and can offer insight and resources to DMOs looking to craft messaging that resonates. For example, Travlrr focuses on providing sustainable remote production services, working with local crews to mitigate emissions and foster local economies.
DMOs that are public entities can work with commercial partners to do more than just riding the wave of summer tourism. Recently, Aegean Airlines and The Greek National Tourism Organization (GNTO) aligned funds and resources to drive visitors to Greece.
By collaborating with a technology partner, the two entities used programmatic video, display, social media and YouTube in a collaboration that ran for six months. The campaign generated 37.9 million ad impressions and resulted in 28,000 visitors to Greece. By working together, DMOs can build short and long-term strategies to create a sustainable future.
Conclusion
Sustainability is clearly a paramount issue in the travel industry, but its definition goes beyond traditional perception. While DMOs don’t need a full end-to-end strategy now, every DMO - big and small - must start solidifying its sustainability strategies now.
By creating the right ecosystem of mindset, tools and partners, DMOs of all sizes can build sustainable business models that capture the hearts, and bookings, of travelers everywhere.