Who do you think you are and why does it matter? In the contemporary destination marketing landscape, the best destination marketing organizations (DMOs) not only have a solid understanding of their destination’s identity but know how this foundation intricately shapes the value they offer. Misalignment can lead to the wrong expectations from visitors and residents […]
Andrew Hardeman of the media and marketing site Mumbrella advises that marketers “need to focus more on improving the customer experience rather than emotional storytelling at scale, […] because – despite what we may think – most consumers don’t care about having an emotional connection to brands.” A strong destination brand isn’t built through advertising […]
Today’s travellers are the primary storytellers of the destinations they visit. For this reason, destinations and their tourism businesses need to focus on product as the starting point for both owned and earned promotion. Experiences and products that are socialgenic by design will cause “a connection and an exchange between two or more people” by […]
Are your destination’s visitors its best marketers? During his talk and panel discussion at the 2015 Tourism Industry Association of Canada (TIAC) Congress in Ottawa, Canada, Destination Think! CEO Rodney Payne described the future of destination marketing and the end-to-end customer experience for destinations. “The one thing that matters to your destination more than anything […]
Destination marketing leaders have identified the major challenges they face in 2016, and the need for cohesive strategies that address them. As marketers respond to the shift to consumer engagement, evolving consumer behaviour and word of mouth, the need to measure marketing effectiveness and to lead stakeholders to improve the customer journey, it’s now more […]
The destination marketing world is changing as consumers use technology to share their experiences online through word of mouth, and organizations are trying to adjust to the shift. This 2003 quote from Harvard Business Review remains relevant today: “…the only path to profitable growth may lie in its ability to get its loyal customers to […]
The Destination Think! team has researched the challenges faced by the world’s leading destination marketers. Through an extensive series of 2016 interviews with dozens of destination marketing organization (DMO) leaders from Norway to Australia, Israel to Greenland, the Maldives to the Netherlands and from Canada south to the USA, we have learned the most important […]
Does your destination or tourism business offer the kinds of things that actually get people talking? In this blog, we explain the value of conversation starters, or social objects, that help you ignite the stories that people will tell others.