Destination Marketing Organization Content Strategy


Obtain insights on the following topics about destination marketing organizations: the impact of increased competition between DMOs for share of voice, audience information overload as too many DMOs share the same content to them, burn-out appeal of tourism-related content, and use and effectiveness of content marketing by travel and tourism organizations.

Early Findings

Destination Marketing Organization Content Strategy

  • Destination marketers are now finding it a challenge to prioritize the work needed to promote their areas as the traditional methods of gauging success are becoming outdated.
  • The old success metrics for these marketers were observed as not anymore pertinent when travelers now have new ways of finding, buying, and sharing about their travels.
  • The destinations that are currently winning the market have focused all their endeavors on the channels and phases of the travel journey where they are the most competitive.
  • Given that highly competitive environment in the reservation phase, the recommendation is for the DMOs to really excel in the conception and planning phase of the travel journey.
  • Social media approach and marketing artifacts need to focus on this crucial stage and then continuously monitor the other travel phases.
  • The current issue is on the massive number of reservation platforms that have the notion that posting competing content around this stage of the travel journey can result in higher monetization.
  • Given the highly-competitive atmosphere, DMOs should be the best entity to own their brands as no other marketers can deliver their message more effectively.
  • The DMOs should focus on their main objective of inspiring and delivering the right information to their customers.
  • For-profit competitors typically sacrifice customer experience and storytelling once they realize that a deal is about to be completed.
  • This action typically upset customers. Because of this, DMOs can take advantage of this opportunity to focus on where their competitors are lacking.
  • It is also recommended for DMOs to continue to produce relevant content as Google still continues to reward entities who provide useful content for their customers.
  • However, DMOs are advised to not quickly jump on any content trend that is popular at the moment such as brazenly producing Instagram content without much thought.
  • They should focus first on truly identifying the uniqueness of their destinations and undertaking the hard task of brainstorming on how to market to their target demographic groups.
  • They should not think of travel marketing as a "one-size-fits-all model."
  • DMOs should also stop thinking that what worked for another destination can also work for them.
  • DMOs are currently committing this mistake as most of them are continuously churning out content that they publish in magazines, post in trade show exhibits, and other channels.
  • However, this strategy is not anymore effective as people can now access similar content everywhere.

Proprietary Database Search Results

In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.

Proposed next steps:

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Our initial research provided insights that touched on the state of content marketing among DMOs and their target audience. Given that there are available sources that we can use to provide or derive relevant insights, we propose to continue with the research to provide 3-5 insights, statistics, links to relevant images, or link to relevant screengrabs on each of the following topics: (1)the impact of increased competition between DMOs for share of voice. For each insight, we will describe what the impact is and how it is affecting the content marketing strategy of DMOs. (2) information with regard to several DMOs all writing on the same topics and targeting the same audience. We will present details on whether this content saturation state is giving the audience too much of the same messaging. (3) details on any evidence of burn out of appeal of the tactic of content marketing. We will provide insights or statistics on whether consumers are getting tired of seeing articles on tourism topics. (4) additional details on the use, effectiveness, and efficiency of content marketing by travel and tourism organizations.
We also recommend undertaking additional research to provide 2-3 best practices that DMOs in the U.S. use to promote tourism in their areas. For each best practice, we will explain what the practice is, why is it a best practice, and any available success metrics.