ETourism Connect Recap // Longwoods/Miles Research // Aliens and Lexington KY!

Exploring AI, Data Strategies, and Creative Campaigns in Travel Marketing

Fresh from the eTourism Connect conference, Pat discusses the increasing interest in AI and data strategies among Destination Marketing Organizations (DMOs) and emphasizes the importance of integrating community engagement and sustainability into marketing efforts. He also highlights the creative 'Hey, Aliens' campaign by Visit Lex that successfully leveraged humor and social media for impactful results. The episode concludes with actionable insights for implementing data-driven strategies and adapting to evolving marketing landscapes.

00:00 Welcome to Traditional Tourism Insights
00:49 Recap of eTourism Connect Conference
01:31 The Buzz Around AI in Tourism Marketing
02:21 Data and ROI: The Big Challenges
04:32 Community Engagement and Sustainability
08:16 Adapting to Economic Pressures
13:37 Campaign Spotlight: Hey, Aliens! Look at Lexington
17:38 Key Takeaways and Closing Remarks

Transcript

Pat: 0:13

Hello, and welcome to Traditional Tourism Insights, a podcast by Digital Relativity. I'm your host, Pat Strader, founder and CEO of Digital Relativity, with 25 years of experience in travel and tourism marketing. I invite you to join me each episode for a quick look at industry trends, research, emerging technologies, and more. And real talk on what works, what doesn't, and why. Grab a coffee, a beer, or a cocktail. There is no judgment here. Let's have some fun with an honest and irreverent look into the nitty gritty of travel and tourism marketing. Hey everyone, we just returned from eTourism Connect. And Washington, DC, he had a really great time meeting marketing leaders in the travel and tourism space. And today we're going to take a look at some of the questions and conversations we had with more than 30 destination marketing organizations across the US and Canada, these are the kind of conversations that I think are pure gold. It really tells me what DMO leaders are thinking about with keeping them up at night, where they see the future of our industry heading. So buckle up. Unpack some of these questions and conversations and hopefully we can extract some takeaways that'll help all of us stay ahead of the curve. One thing that jumps out right away is the sheer volume of requests around AI. It makes sense, right? AI is and has been the biggest buzzword in the marketing space. Then there's so many tools and ideas and stories about how AI is being used that everyone is learning how to make the most of these tools in their day to day operations. DMOs are hoping to achieve big results with AI, but they're also realistic about the challenges. They're asking for deep dives on best practices for integrating AI. And this tells me that they're not just interested in the hype, but that they're looking for some practical guidance. How to actually implement these tools, make them work for their destinations, and solve a problem. Another hot topic. You guessed it, data. DMOs are really feeling the pressure to show return on investment these days. Attribution was a big, big topic as well as the data. And basically they need to be able to show and demonstrate that their marketing efforts translate into tourist dollars spent on their destinations. Proving that connection is getting more and more complex, even in this data driven landscape in which we are working. For example, let's consider generative search, where AI is actually writing the search results instead of just listing websites. It's a game changer for sure, but it also makes it way harder to track. Like how do people find your destination? How do you attribute those visits to specific marketing campaigns? What are DMOs doing about this whole data dilemma? They're getting strategic. Hello Burlington, for instance, wants to learn how to cross reference and prioritize data sets. It's kind of like having a library full of books, but there's no way to find the one that you need. It's really easy to get overwhelmed by the sheer volume of information. And they're realizing that they need to figure out which numbers actually move the needle and focus upon those. Many folks are talking about these things, and this is great and exciting. Uh, because the time has come for us to reconsider what it is that we measure and report on. And good data strategies. It's not just about collecting data. It's about making sense of it, turning it into actionable insights. Speaking of actionable insights, our good friends at the Charleston West Virginia CVV, they are using data to inform their entire marketing strategies. Where they allocate resources and what kind of campaigns they run. It's about moving beyond vanity metrics like website visits, social media likes, digging deeper into what's actually driving bookings and spending. That kind of data driven approach is what sets successful DMOs apart in today's competitive landscape. But it's not all about algorithms and spreadsheets. DMOs are also really wrestling with some big picture questions. They want to know how to engage on a deeper level with their communities and get residents excited about tourism initiatives. They're also looking for ways to promote sustainable travel practices and make sure that tourism benefits everyone, not just a select few. Let's take a look at Visit Virginia's Blue Ridge. They're trying to keep up with all the changes in search. Things like generative search, AI powered. Searches and within apps and, you know, all the things that folks are talking about right now. And they know that if they're not showing up in search results, potential visitors are going to leave and have a hard time finding them. So they're being proactive, seeking out knowledge and strategies to make sure that their destination stays visible in this ever changing digital world. Had a lot of conversations about this. How do I show up in the AI searches? There's a lot to this, but it's all doable and it's all manageable. Yeah. But the great thing is, too, we're seeing a real shift in mindset here. DMOs are realizing that they can't just rely on traditional marketing tactics any longer. They need to be more innovative, more data driven, and more in tune with the needs of their communities. And, of course, with the needs of the travelers that they're trying to attract. That brings up another theme that I find really interesting. This one focuses on the future of marketing itself. Folks are thinking about the long term trends that are going to shape our industry, and they want to be prepared. It's like they're trying to get a glimpse into the crystal ball, I know, but instead of just vague predictions, they want concrete strategies on how to navigate the years ahead. That's smart, right? Because the world of marketing is changing faster than ever before, and the DMOs that can adapt and evolve are going to be the ones that thrive. And it's not just about technology either. The Greater Wilmington CVB Up in Delaware, they're working on building community engagement. They're getting buy in from residents for tourism initiatives, and they recognize that tourism cannot exist in a vacuum. It needs to be integrated into the fabric of the community. That means building relationships, fostering understanding, really making sure that everybody benefits. The focus on sustainability is a trend we're seeing across the board in the travel and tourism space and it's something that we as marketers need to take very seriously. Consumers are increasingly making travel decisions based on a destination's commitment to sustainability. So it's essential to highlight those efforts in your marketing campaigns. So, we talked about AI, we talked about data, community engagement, sustainability. But there is one more topic that's top of mind for travel and tourism marketing leaders. Remember how we discussed that pressure to demonstrate ROI? Well, it's one thing to prove your worth. It's another to actually get the resources you need to do your job effectively. Several conversations we had were about marketing, budget, advocacy. In other words, how to make a strong case for why destination marketing deserves a seat at the table. When budget decisions are being made, they need to be able to connect their marketing efforts directly to economic outcomes, and we know this is difficult. And to make a compelling argument for why investing in destination marketing is a smart move, not just for the tourism industry, but for the entire community. This is something I'm incredibly excited about. For too long, destination marketing has been seen as a nice to have. Rather than an essential investment. But the reality is the strong destination marketing strategy can be a powerful engine for economic growth, job creation, community development. So you might be thinking this is all well and good, but where do we begin? It's easy to get overwhelmed by all the trends and challenges that we have discussed both in this short segment. And with our new friends at the eTourism Connect conference. But I want to leave you with just a key, few key things that you can start implementing right now. First, understand and embrace the power of data. You don't need to be a data scientist to benefit from data driven insights. Start by identifying the key metrics that matter most to your destination. Things like hotel occupancy, visitor spending, economic impact, I don't know, you tell me. Thank you. Then use those metrics to track your progress, make informed decisions, and develop your strategies. As someone who works with DMOs and CEBs of all sizes, I'm constantly impressed by their ingenuity and their determination. You know, they're facing some really tough headwinds, but they're not backing down. They're seeking out new knowledge, adopting new technologies, Finding creative solutions to age old problems. And that's why I find it so inspiring to be part of this industry. It's full of passionate, dedicated people. People who are committed to showcasing the best of their destinations. And creating those memorable experiences for travelers. So all the DMO, CVB, travel and tourism leaders out there, keep asking those difficult questions and keep pushing those boundaries. Today's research roundup, we're going to be taking a look at wave 91 of the American Traveler Sentiment Study. This is a study conducted by Miles Partnership and Longwoods International. We're always really fortunate to be able to access this information because there's, there's a lot of great stuff in here and there's some fantastic, um, and useful information in this particular report. This was fielded November 7th of 2024. And there's some really interesting things here. First of all, big takeaway, 92 percent of Americans Plan to travel in the next six months. It's huge, especially with all the economic worries. We keep hearing about so obviously people are still Prioritizing travel, but that doesn't mean that they're not feeling some pressure when we look at the factors that are impacting travel decisions things like personal finances transportation costs gas prices All those things came up. The biggest concern, inflation and airfare. About 30 percent of travelers said those are having an impact on their travel plans. So how do we adapt our messaging and campaigns knowing this? Well, first of all, let's just acknowledge the concerns. Travelers appreciate honesty, and so let's not pretend costs are not going up. I think the key here is to shift the focus from price to value. Instead of just promoting those cheap options, let's highlight those incredible experiences. And the memories that travel provides. Focus on parts of your destinations and packages that offer something special, something unique. Experiences, personalized service, maybe some kind of extra perks. Things that really enhance the whole trip, because ultimately people are trying to make their budgets work. They still want to have an amazing time, and you know what? We can help them do that. Another interesting trend from this survey, with airfares being high, more and more people are hitting the open road. 33 percent of those surveyed plan to do at least one road trip, and 16 percent say they're doing road trips for all of their holiday travel. It's a big opportunity for us, road trips. I mean, they represent that sense of freedom, adventure, chance to discover those hidden gems, and the places most tourists miss. We can create these incredible road trip itineraries, and the best part? Road trips can be super budget friendly. It can showcase those bed and breakfast, family friendly campgrounds, affordable dining option. We can help people have an amazing experience without spending a fortune. So let's really capitalize on the whole road trip thing about positioning ourselves as the experts in road trips. The go to resource for planning these epic adventures and create campaigns. The tap into that desire for the freedom, exploration, the authentic experiences. So people are looking for. So let's give it to them. Turns out politics were actually influencing travel decisions. For example, asked if the presidential election would impact travel plans, 69 percent of people said no. It gets even more interesting when asked about state and city political climates. 12 percent of people said they would actually change their destination to avoid places based on their political views. It raises some questions, right? How do we navigate this whole political landscape? Now the big question, how do we actually use all of this information? How do we create strategies and campaigns that show results? We talked about that 92 percent of Americans who are still planning trips, that's our audience. They want to travel, but they're definitely more careful about it now. They want value, authenticity, experiences that fit their value. In today's campaign spotlight, we are going to have some fun and we're going to dive into Hey, aliens, look at Lexington. This is a fun campaign. As someone who's been working in this space for many years, 25 years to be exact, I'm I'm trying to find those campaigns that really stand out from the crowd. And this one really did it for me. Imagine trying to get tourists to come from outer space. Sounds kind of crazy, right? It's right out of a movie or something, but visit Lex. That's the tourism board over in Lexington, Kentucky. They actually went and did it and they nailed it. They work with an agency named Team Coronet on this project. And they made this campaign that just blew up online. And so. What did they actually do? Well, they kinda leaned into the humor first off. You know, playing with all the classic alien stuff that we all know they made videos and social media posts that were quite funny, quite hilarious. And they invited aliens to come experience Lexington. So think about it, bourbon distilleries and horse farms and amazing food. It's like they presented Lexing as this hidden treasure, even for beings from other planets, you know? But it wasn't just like throwing some aliens on a billboard and that's it. There was a real plan behind all of this. And as a marketer, that's what I really find interesting. First of all, they were clever to use the whole UFO thing that's been trending. In various places for quite some time, everybody's been talking about UFOs and aliens, I feel like just in all channels, but so by joining in on that conversation, they made Lexington a part of this conversation and they gave it a feeling that it's happening now, it's relevant. Then, they went all out on social media. TikTok dances with aliens. TikTok dances trying bourbon. Instagram stories with UFOs over horse farms. Facebook posts written in alien languages. The The whole nine yards here. And it worked. Pretty big. Picture this. You're scrolling through your phone and bam, you see this hilarious video about aliens visiting Lexington. You gotta stop and watch that, right? You might even share it with some friends. And that's exactly what people did. This campaign spread like wildfire. Millions of people saw it. Big magazines like Travel Pulse and Fast Company wrote about it. But it wasn't all about hype. The campaign actually got some results. Visit Lex said they got way more traffic to their website and they had more people asking about visiting Lexington. And to top it all off, Team Coronet, the agency that made the campaign, well, they won two Travel Weekly Magellan Awards. It's a pretty big deal in the travel and tourism marketing space. So, what can we learn from this? I think there's some key takeaways here, especially for people like us in the travel and tourism marketing space. First off, don't be afraid to think differently. You know, Lexington isn't exactly a UFO hotspot or anything. They still went with it and it worked. They made a campaign that people remembered and that actually got results. Sometimes, the best ideas are the ones you don't expect. Secondly, never underestimate the power of humor. There's so much advertising out there these days. People are just bombarded with it everywhere they look. And so when you can make somebody laugh, it really makes a difference. It makes your brand feel more relatable, approachable, shareable. People are going to remember it. This Hey! Aliens campaign, Proof also that you don't need a ton of money to reach tons of people. If you're being creative and smart with how you use social media to planning your next campaign, think about what makes your destination special. What's that thing about that's unique or unexpected? How can you make it fun? And how can you use social media to get the word out there like they did at Visit Lex? Remember, sometimes the craziest ideas are the ones that get the best results. That's all for today's episode. I hope that you found one small piece of information to help you along your marketing journey. If you have any questions, a topic that you'd like to hear covered, or a great example of travel and tourism marketing in the wild, I'd love to hear from you. Just drop me an email, tti at digital relativity dot com, that's tti at digital relativity dot com. Or you can text 209 300 5017, that's 209 300 5017, or message me on X at Pat Strader. I'm your host, Pat Strader, signing off, and I invite you to subscribe wherever you get your podcasts, and join us next time as we continue to explore the future of travel and tourism marketing.