1、11The DestinationMarketers Guide to Always-On MarketingMarketing Your Destinationto Todays Traveler2Table of Contents1234Give Your Strategy an Instant Upgrade With Always-On Marketing 4What is Always-On Marketing?.5Whats Stopping You From Adopting an Always-On Strategy?.7What Are the Benefits of Alw

2、ays-On Marketing for Destinations?.8 Boost Efficiency for Campaigns&Maximize Your Budget .8 Drive Performance With Better Data&Insights .8 Inspire Visitors to Take Action With a Better Ad Experience .11Use Travel Intent,Timing&Planning to Your Advantage 12Say“Bon Voyage”to Relying on Seasonal Advert

3、ising .13Nimble Campaigns Adapt to Engage Your Ideal Travelers .15Numbers Dont Lie:Performance&Efficiency Increase With Always-On Marketing .17Four Ways to Launch Your Always-On Strategy 18Mix Seasonal Bursts&Always-On Media for More Impact .19Deliver Value to Your Co-Op Partners Without the Hassle

4、.20Build Your First-Party Data Strategy From the Ground Up .21Speak Directly to Your Priority Audiences for Increased Engagement .21Key Takeaways 22Make Sojern Your Perfect Travel Companion .23 Heres How We Do It .253Introduction3With the world at their fingertips,consumers today have an unprecedent

5、ed level of connection.They can draw inspiration,access the answers to their biggest questions,and plan a trip from start to finish,from any device they want,whenever they want.This constant access means travel buying habits have changed and every user approaches planning differently.Theyre ready to

6、 make a purchase at any time,any day.They are always on and destination marketing must be too.An always-on marketing strategy requires a paradigm shift.As a destination marketer,you can capture the attention of your travelers by staying one step ahead.When you anticipate the needs and desires of you

7、r ideal visitors,you can inspire them with endless possibilities awaiting them in your destination.The reality is,the world has changed.An always-on marketing strategy will help you find the always-connected,always-planning traveler.In The Destination Marketers Guide to Always-On Marketing,you will

8、learn:How always-on marketing works and how to leverage it for your destinationHow to improve performance and efficiencies to gain visibility around the planning and booking journey How insights into traveler behavior will help you rethink your digital marketing strategyHow to gain consistent market

9、 presence and open up co-op opportunitiesGain the competitive edge and discover the power of an always-on marketing strategy.C H A P T E R O N EGive Your Strategy an Instant Upgrade With Always-On Marketing 45What is Always-On Marketing?Destinations traditionally plan media in“flights”or episodic ca

10、mpaigns designed to support specific business goalsor marketing strategies.A burst flight is a campaign that runs for less than 21 days.These campaigns typically support seasonal initiatives or promote events during a specific timeframe.An always-on marketing strategy takes a more dynamic and ongoin

11、g approach,allowing you to support the high seasons and capture demand during the shoulder seasons.Using real-time traveler intent data,audience segmentation,and personalized messaging,always-on marketing capitalizes on the full scope of the travelbuying journey.In a market where travelers are conti

12、nuously searching for trips,most marketing channels are intensely competitive.Consumers dont like disruption,and travelers want to be engaged in whatever media,platform,or content they frequentwhen theyre most receptive to your messaging.Relying on seasonal marketing and episodic bursts doesnt give

13、you the comprehensive coverage you need to reach your customer whenever and wherever they are in their planning and booking journey.Always-on marketing is a customer-centric way to personalize your content and connect with them on their terms.“You never know what stage of travel planning someone is

14、in.For us,it just makes sense to always be on.Summer is our peak season and traditionally thats not where we would be running media,but we do have a digital presence to keep Pensacola top of mind.Our hard-hitting marketing effort happens January to April and August to December when were in the low s

15、easons.”Nicole StaceyVice President of Destination Development67Whats Stopping You From Adopting an Always-On Strategy?Always-On Myths and Misconceptions“I only need to market during the high seasons.”“When we set a strategy,we have to stick to it.”“My budget must be spent evenly throughout the year

16、.”Looking at booking lead times,travel intent,and interests of your ideal travelers,you will get a better idea of how to reach them throughout the year.With an always-on strategy,you can use data to be strategic about your spending and make the right investments at the right time.Destination markete

17、rs often work with a fraction of their past budgets,creating a hesitancy to invest marketing dollars during the low season.That doesnt mean travelers arent still on the move.If you only market for your high seasons,you could be missing out on the opportunity to catch travelers during their planning

18、phasethe moments that matter.With an always-on campaign,you can constantly optimize and adjust.Just because you set your strategy at the beginning of the year doesnt mean you cant make changes.Your data may show an increase in visitors from a country you werent aware of or visitors may arrive when y

19、ou werent anticipating.Always-on marketing is flexible,so you wont miss out on capitalizing on your findings.“I dont want to aggressively ad-target my audiences.”Always-on marketing doesnt mean youre in front of travelers all the time.It means youre delivering relevant messaging based on what these

20、travelers are looking for in the most important moments of their search.When you collect data with your campaigns,you get the information you need to send the right message at the right time.8What Are the Benefits of Always-On Marketing for Destinations?As you plan your marketing strategies for the

21、year,always-on marketing can help with two things:efficiency and budget.This doesnt mean you blanket target anyone and everyone with your message.You can hone in on the travelers that will make themost impact on your destination.These travelers are going to have a positive experience,love what your

22、destination has to offer,spend a lot of time and money visiting,and keep coming back.When you target your ideal travelers,your marketing spend is used towards travelers who will bring the most return,and fit the profilemaking the most of your budget.Looking at the average cost per action(CPA)of dest

23、ination campaigns in the U.S.,we found that always-on campaigns had a 33%lower CPA than burst media flights.See the Average Cost Per Action Chart on Page 9.Always-on campaigns capture high-intent users better,improve the campaigns machine learning capabilities,and allow for more efficient campaign m

24、anagement.Test and learn as you go by making use of your data and insights on a regular basis.On average,92%of always-on campaigns with Sojern exceeded campaign goals compared to just 58%withburst flights.See the Percentage of Channels Beating Goals Chart on Page 9.Boost Campaign Efficiency and Maxi

25、mize Your BudgetDrive Performance With Better Data and Insights9“An always-on approach is recommendablefor any brand or tourism board that wants to maintain a constant conversation with their potential audiences across the year.This strategy increases and maintains the recall rates of the brand thro

26、ugh the targeted audiences keeping it top-of-mind,and delivers a higher ROI on a medium and long term basis.”George KalliamvakosDigital Media Manager,Department of Culture and Tourism1011Collecting data is a major challenge for Destination Marketing Organizations(DMOs),but building a first-party dat

27、a program opens up the opportunityfor a traveler-centric strategy.Starting from scratchmay be a hassle,but without data youre making assumptions about your audiences,creating anegative experience for them.With a first-party data program and always-on marketing,you can use fresh data to identify and

28、activate your most valuable segment of customers.Relevant messages and strategic targeting will improve the experience of your ideal travelersinspiring them to take action on your website.We found that always-oncampaigns had an incredible 328%higher action rate compared to burst flights.Inspire Visi

29、tors to Take Action With a Better Ad Experience11C H A P T E R T W OUse Travel Intent,Timing&Planning to Your Advantage 1213Say“Bon Voyage”to Relying on Seasonal AdvertisingDestinations around the world are always looking for a competitive edge.Travelers are searching and booking anytime,anywhere.If

30、 your destination doesnt show upin the moments that matter,your competitors will.To put this reality into perspective,we compiled insights for the yearly seasonality of travelers planning andbooking vacations to Athens,Greece,and Zurich,Switzerland.Looking at the search to travel lead times,most of

31、the year travelers are consistently showing travel intent toward Switzerland,and intent towards Athens happens anywhere from November to August.These travelers are arriving in the summer for both Athens and Switzerland,with Switzerland also seeing popularity in December.The insights show travelers a

32、re searching well in advance and they are in-market throughout the year.Seasons are much longer than you think,and its time to think outsideof your seasonal advertising.Engaging your ideal travelers doesnt stop once theyve booked.When they arrive at your destination,you can use data and insights to

33、drive them to act.Encourage them to shop around,participate in activities,coordinate rental cars,and more.Showcase what makes your destination special and keep them wanting more.1415Destination marketers often rely on assumptions about their target audience based on outdated research and reports.The

34、y are accessing data from a variety of different sources,including third parties or building their own datasets of traveler information.In partnership with Sojern,you can access data to understand traveler behavior in real time to reach your audience with precision.Throughout the year,you may know t

35、he best times of year to market your destination due to seasonality or your calendar of events,but you can also understand what types of travelers will make the most of those events and the best time to reach them.For example,we pulled data for leisure travelers booking trips to Orlando during Sprin

36、g Break.We found that travelers from farther away are planning trips well in advance,while travelers closer to the destination plan their trips more closely to arrival.See the Percentage of Total Planning&Booking Actions Chart on Page 14.Now consider the type of travelers youre looking to attract.If

37、 youre a family-friendly destination like Orlando,youll need to plan your strategies to account for longer lead times for planning and booking.If you coordinate other events during specific times of the year,you can plan for the lead times of solo travelers,couples,or empty nesters.With always-on ma

38、rketing,you build a foundation of customer data and insight,providing visibility into the buying journey that you never had before.Nimble Campaigns Adapt to Engage Your Ideal TravelersDistance From OrlandoAverage Lead Time0-500 miles22 days500-1000 miles35 days2000-3000 miles36 days1000-1500 miles39

39、 days1500-2000 miles40 days3000+miles58 daysDistance Traveled&Lead Times to Orlando for Spring BreakTraveler TypeAverage Lead TimeSolo27 daysCouple41 daysFamily52 daysTypes of Leisure Travelers&Average Lead Times To Orlando for Spring Break“Historically,weve always been a family beach destination fo

40、r summer.Always-on marketing allows us to be more than that.We have so much more than just beaches.We have festivals,events,museums,artsand culture.Were more than just a sleepy beach town that you come to in the dead of summer.Always-on has really allowed us to talk to other audiences that have been

41、 rising above when family travelwas so focused on just summer.”Nicole StaceyVice President of Destination Development161717Numbers Dont Lie:Performance&Efficiency Increase With Always-On MarketingWe analyzed two destinations campaigns over the same period of time with similar budgets and targeting p

42、arametersDestination A running always-on and Destination B running burst flights.Destination B:Burst FlightsIn Destination B,Sojern ran two successive burst campaigns,both lasting 14 days.The campaigns had a significantly longer ramp-up period with no site engagements(actions)driven the first week o

43、f the campaign.Destination A:Always-OnIn Destination A,Sojern ran onecontinuous campaign over the course of a month.This campaign not only had consistent performance,reaching high-intent users at the beginning and end,but it also had a 40%lower CPA and generated 60%more conversions.C H A P T E R T H

44、 R E EFour Ways to Launch Your Always-On Strategy1819Moving to an always-on strategy doesnt mean the end of your seasonal flight campaigns completely.Find a mix between always-on and the strategies you know work to shift your thinking away from campaigns and flights to audiences and messaging first.

45、By taking awaythose limits,youll understand whats most effective to drive visitation.We segment your audiences and listen to the data to determine whois most likely to act on your message.Not only will your ideal travelers be likely to choose you when its time to book,but when we run your seasonal c

46、ampaigns,theyre already aware of your brand and you will be a solidpart of their consideration set.Using always-on strategies provides valuable consumer intent signalsthat will be critical in helping youimprove your ad targeting,performance,and scale.“Our digital campaigns are alwayson,but our indiv

47、idual targetsalways change depending on the seasonality.If its summer,were known as a family beach destination,and we talk to those interested travelers.If its the fall when many of our festivals are happening,we might be talking to arts and culture-driven travelers,couples,or empty nesters,who can

48、travel any time,”said Nicole Stacey,Vice President of Destination Development at Visit Pensacola.#1:Mix Seasonal Bursts&Always-On Media for More Impact1920If youre working with limited budgets and resources,launching your always-on strategy might be a challenge.A marketing co-op is a great way to ge

49、t your always-onstrategy off the ground and maximize your spend.By pooling resources and budgets with local stakeholders,like hotels and attractions,you can work together to reach your ideal travelers efficiently.A marketing co-op is a complex strategy with a lot of moving pieces,but it doesnt have

50、to be a headache toset up and manage with the right solution.Sojern can help you and your partners create a sustainable ecosystem that not only increases economic scale but helps budgets go further and aid in faster recovery.The DMO often leads the charge as the host,and if you have adopted an alway

51、s-on marketing strategy,you will have more to offer your partners.Partners will gain insight into their ideal visitors,timing and seasonality,and the effectiveness of creative messaging.The host can offer a digital marketing program that delivers better results for all partners.Participants may even

52、 be excited to continue after the program ends with their own always-on strategy.#2:Deliver Value to Your Co-Op Partners Without the Hassle21Always-on marketing is run by data,but data can be hard to come by for DMOs.As the data ecosystem changes and first-party data takes the forefront,developing a

53、 first-party data program can guide how you collect,enrich,activate,and protect the data you do have.Then,you can build on it and make the most of it.You may be starting from scratch,but building a customer database will only strengthen your always-on campaigns and help you prove economic impact to

54、your key stakeholders.With a first-party data program in place,you are setting your destination up for success when its time to launch your always-on campaigns.#3:Build Your First-Party Data Strategy From the Ground Up#4:Speak Directly to Your Priority Audiences for Increased EngagementWith always-o

55、n,you can get to know your audiencesand find opportunities to target people based on their interests,including sustainability-focused travelers,LGBTQ+travelers,and meeting and convention planners.You can engage travelers with the most relevant content by simply adjusting your messaging and creatives

56、.More and more of todays travelers are thinking abouttheir brand values when planning for their next trip.For example,87%of travelers are focused on sustainabilityand want to do good in the communities theyre arriving in.These travelers might be swayed by messaging specific to those interests.Anothe

57、r example includes the LGBTQ+tourism and travel market,worth$218 billion.Given their purchasing power,you can engage them with relevant messaging that shows your destination is inclusive,safe,and accessible.We use a specific data mix to ensure your brand shows up in front of your desired audience wi

58、thout sacrificing brand safety.22Key TakeawaysAdopting an always-on marketing approach requires a shift in thinking,but we prefer to let the data speak for itself.When your strategy reflects the reality of modern travel planning,you can get a more holistic view of your performance,quarter over quart

59、er,year over year.Its easy to make assumptions about your audiences or seasonality,but if you want to drive the right visitors to your destination,you must understand to whom youre talking.Shift your thinking away from relying on performance during a specific time frame,and instead have a dialogue w

60、ith your customers all year round.Never stop optimizing and creating a positive experience for your ideal travelers online.Always-on marketing with Sojern means you have better data and tools,and a partnership to manage your campaigns effectively,allocate your budget strategically,and reach your cus

61、tomers in the moments that matter.2212323At Sojern,our business was born in travel and we know travelers better than anyone else.We are constantly innovating our product offerings and strategies to better serve our clients around the world and give them unmatched visibility into global travel demand

62、.Its difficult to stay competitive within the tourism and digital ad markets,and Sojerns data science,unique partnerships,and award-winning customer service can help you navigate the ever-changing landscape of digital marketing.We can tell you everything you need to know about your customers and how

63、 to inspire themthe best platforms,ideal timing,and how to take a continuous and proactive approach.DMOs can make the most of always-on marketing with Sojern,especially with our variety ofpricing models that suit travel brands of all sizes.Always-on is not out of reach,and were ready to help you cra

64、ft and manage your strategy to come out on top in this intensely-competitive tourism market.“The biggest disadvantage for us is budget.So between myself and our agency,were always trying to make sure we are working with the very best vendors who can stretch our dollars as far as possible while being

65、 really creative and smart about what were doing,”said Nicole Stacey,Vice President of Destination Development at Visit Pensacola.Make Sojern Your Perfect Travel Companion“Sojerns support was fantastic throughout the whole process.The regular touchpoints that we have with Sojern are absolutely cruci

66、al to seeing how our campaigns develop.The monthly reporting and insights are invaluable.We in turn have become more experienced indeciding how were going to deliver these campaigns and the themesthat were going to use.”Hilary Farmery Marketing and Communications Manager24With travel intent targetin

67、g,we work with our data partners to see where travelers are searching and planning their next trip.This is the first tactic we use to target your desired audience at the right time to influence their purchasing decisions.Next,we use site targeting to create a custom list of sites whose content is ge

68、nerated for your specific targetwhether itssustainable travelers,LGBTQ+audiences,meeting and convention planners,and more.We target those sites to continue reaching your ideal target throughout their journey.After that,we use keyword contextual targeting to find keywords associated with your brand a

69、nd the audiences you want to target.We use those keywords to place your ads alongside content that is contextually relevant to your audience.123Heres How We Do It25The Sojern Travel Marketing Platform helps destination marketers reach and inspire travelers throughout their planning journey across di

70、gital channels.With unmatched visibility into travel demand and market insights,we build audiences to find the right travelers for your destination.The platform is flexible to meet the needs of destinations and their stakeholders and gives visibility into the economic impact of your marketing efforts.Ten thousand destinations,hotels,attractions,and travel marketers rely on Sojern annually to engage and convert travelers around the world.Learn more at