9 Disruptor Trends Shaping Destination Marketing in 2024
New traveler behaviors and expectations are requiring destination marketing organizations (DMOs) to rethink how they attract both leisure and business travelers to their destination. Are you prepared?
By Ellen Ranta Olson
The travel industry is no stranger to status-quo disruptions. From the rise of low-cost airlines and the emergence of Airbnb to Instagram-inspired itineraries and the flexibility of remote work, traveler behaviors are constantly shifting. Marketing your destination in ways that speak to travelers’ new needs is essential. Here are the top travel trends that are shaping destination marketing.
1. Investing in Major Trips
Whether it’s a milestone celebration or checking a dream destination off the list, today’s traveler is focused on those once-in-a-lifetime experiences and, according to the American Express 2024 Global Travel Trends Report survey, 77% of respondents care more about the right travel experience than about the cost of the trip. Think beachside destinations, natural wonders and remote locales.
- Spotlight dreamy, otherworldly landscapes and attractions.
- Showcase “secluded,” “pristine” or “untouched” locations.
- Incorporate tips into itineraries, positioning them as fun and approachable.
2. The Ticketmaster Effect
From Formula 1 and the Final Four to a second year of Taylor Swift’s Eras Tour, concertgoers and sports aficionados alike are booking trips to see their favorite artists and athletes perform in person.
- Highlight any headliners that will be performing in or around your destination well in advance.
- Target geographic regions with residents most likely to visit your destination and audiences who are likely to attend a specific event.
- Market related activities that could entice visitors to extend their stay in your destination.
3. Flying Solo
The 2024 American Express survey also found that 69% of respondents said they are planning on taking a solo trip this year, and more than half of them report planning a solo trip centered around self-care and indulgence.
- Integrate the solo traveler into your mix of customer personas. Our 3 Lenses of Travel Marketing is a good guide to establishing traveler types.
- Highlight activities that lend themselves to personal enrichment like wellness experiences and museum tours.
- Consider building itineraries geared toward the solo traveler. Keep safety in mind when recommending outdoors or after-dark activities.
4. Wellness that Extends Beyond the Spa
Wellness tourism continues to grow, and not just with the traditional offerings of yoga retreats or spa getaways. Travelers today are seeking something deeper and more restorative, and at the center of this new era, “quiet life travel” has emerged as a standout trend, according to Pinterest’s Summer 2024 Travel Report. From serene nature retreats to silent walking, consumers are increasingly looking for ways to escape the cacophony of daily life.
- Spotlight your destination’s wellness activities and pristine outdoor spaces, particularly those that are unique or offer a calm environment.
- Highlight broader offerings that nourish mind, body and soul (e.g., local traditions and food).
- Create content around the terms that people are searching for, such as “quiet life,” which saw a 530% increase in Pinterest searches this year.
5. Caring for the Climate
As loved-to-death destinations — like Horseshoe Bend in Arizona or Big Sur in California — struggle with the impact of over-tourism, travelers are becoming more conscious about their visitor footprint. They’ll book trips that align with their values and seek out destinations, hotels and travel companies that make efforts to minimize their impact on the planet.
- Educate travelers about attractions that are sensitive to over-tourism and how they can be appreciated responsibly.
- Develop a campaign and/or accreditation program to help travelers looking for legitimate eco-tourism efforts.
- Promote your ethical travel practices.
6. Bleisure Travel and Extended Stays
Remote and hybrid work arrangements appear to be here to stay, and the share of travelers who plan to work on their longest leisure trips has surged — from about one in five in 2022 to one in three in 2023. With this freedom to work from anywhere, many are extending their travels to combine business and leisure into a single, lengthier stay.
- Highlight the proximity of appealing workspaces to leisure activities and must-see attractions.
- Showcase accommodations that lend themselves to remote work. Let travelers know where there’s WiFi!
7. The Return of Business Travel
Distributed work, or businesses with one or more workers in different locations, has accelerated demand for global business travel. Nine in 10 travel decision makers in a Mastercard survey said they expect business travel volume to ramp up in the next few years and significantly increase within the decade as a result of a growing hybrid and remote workforce.
- Skip the generic conference room photos. Put your destination and its experiential offerings front and center when marketing meetings and events.
- Market conferences and meetings as an antidote to Zoom fatigue and as a way to meaningfully connect with clients, partners and sales contacts.
- Expect company retreats to emerge as a means of connecting a dispersed workforce.
8. Searching for Unique Experiences
Travelers globally continue to prioritize immersive experiences, with 2024 spending on experiences totaling 12% of tourism sales, the highest point in at least five years.
- Showcase distinctive, “I want to do that!” experiences.
- Highlight your destination’s one-of-a-kind qualities that lend themselves to authentic experiences.
9. Seeking Expert Trip Advice
After decades of deferring to internet searches and influencer blogs, travelers are turning to travel professionals for advice in navigating where to go and how to book. A profession that has suffered repeated blows, from commission cuts to the rise of online booking engines, is returning as consumers learn the value that an expert travel advisor can bring.
- Position your organization as the expert on your destination.
- Use content to offer insider tips and candid advice, and to fuel paid campaigns to position your organization as the go-to resource.
- Reimagine your print travel guide and ensure digital content is at the forefront of your marketing strategy.
Time to Revisit Your Travel Marketing Strategy?
We can help upgrade your existing plan to drive conversions and capitalize on changes in the industry.
Ellen has created content for a plethora of brands, publications and websites, ranging from The Ritz-Carlton to Vanderbilt University Medical Center. A former editor of Southwest travel magazine Dorado, she has managed content marketing programs for various destinations, including Visit Tucson, Visit Charlotte and Discover Gilbert.
Outside of work, Ellen loves to watch her kids play soccer and go hiking with her dogs.