2025旅游目的地营销指南

How to influence travelers, drive destination demand,and measure the impact of your advertising. Tableof contents Introduction Chapter 1 Tell your destination’s story Chapter 2 Leverage exclusive travel dataand research Chapter 3 Turn insights into action Introduction Destination marketing is an economic engine.When your message effectively connects withthe right audience at the right time, the impactcan’t be overstated — attracting travelers cangenerate new revenue streams, create jobs,and uplift local businesses. But destination marketing also comes withunique challenges. You need to connect withtravelers early in their trip-planning journeyto shape destination decisions, and 60% oftravelers don’t have a specific destination inmind when they decide to take a trip.1 The key word at the center of high-performingdestination marketing campaigns is thesame one at the center of travel: connection.We believe this so strongly it’s in our missionstatement. When we power more travel, we unleash more opportunities tostrengthen connections, broaden horizons,and bridge divides. As the leading travel media network, we’reuniquely positioned to help you connectwith and convert our global audience. Weunderstand the traveler journey better thananyone because it’s in everything we do. Fromdelivering more than a billion trips in the lastdecade2to our exclusive and extensive first-party data, custom research, and advertisingsolutions that are purpose-built for our partners,we’re obsessive about connecting you withfuture visitors. We want you to think of us as an extension ofyour team, no matter how large or small yourdestination is. We’re here to help you engageyour target audience, influence travelers atcritical touchpoints, measure your impact, andadapt your strategy in real time. What we’ll explore →Discover effective destination advertisingopportunities based on your goals. →Learn innovative ways to reach travelerswherever they venture. →Get inspired by partner success stories thatcan inform your strategy. →Find out how our trusted advisors help youtrack and optimize your campaigns. Tell yourC H A P T E R 1 destination’s story Every destination is unique and hasits own story to tell. Whether your destination is well-traveledor lesser-known, you can drive awareness,showcase distinct experiences, increase visibility,and attract more visitors with on-brand andeffective messaging. Our full-funnel suite of advertising solutionshelps you bring your destination to life. Usethem to connect with travelers looking forinspiration for their travel destination, planningtheir stay, or booking their trip across our 20+globally recognized brands and 200+ travelwebsites and apps. Engage a broadaudience withdisplay advertising Ready to put your destinationon display? For all the ways travelers interact with differentcontent, we help your message resonate withtext, photo, and video formats in innovativedisplay advertising products. These productscan be used independently or in creativecombinations to increase engagement. On average, travelers view 141 pages of travelcontent in the 45 days prior to booking.3 As travelers turn to more resources than everbefore, figuring out how to successfully raiseyour destination's visibility becomes morecomplex. From seeking trip inspiration onInstagram and picturing themselves at a locationin a YouTube video to using an app to plan theirtrip, we connect you with engaged travelersacross — and beyond — our family of brands. Find options that fit your strategy like customand out-of-home advertising from ourin-housecreative teamanddigital display adsthat includeseamless native advertising, standard IAB, andoffsite ads. With our range of display products,like engaging photo galleries that appear insearch results and shoppable TV opportunities,you can put your destination in front of globaltravelers when it matters most. C A M P A I G N S P O T L I G H T Winter is thenew summer T H E R E S U LT S 153M+ impressions Multiple organizations needed a way to reachtheir shared goal: Inspire travelers to head to theFrench Riviera, one of the country’s most popularsummer spots, during the winter season. 20%+ increase in wintervisits YoY Using a combination of display and offsite ads,they showed how visitors can enjoy breathtakingscenery, world-famous festivals, events andmuseums, and more. $3.48M combined hotel andflight GBV “ Expedia solutions allowed us to target wintertravelers, resulting in increased visibility acrossour target markets.” Loic Chovelon CEO Provence-Alpes-Côte d'Azur Tourism Build awarenesswith native ads Destination marketing organizations(DMOs) see over 80% higherengagement with our native displayads compared to standard display ads.4 The beauty of native advertising is that you canshow off your destination and unique offeringswhile giving travelers relevant, helpful contentthat inspires them. You can maximize yourcampaign return on investment by deli