The Destination Marketer’s Guide to Always-On Marketing

Always-on marketing is a customer-centric way to personalize your campaigns and connect with travelers on their terms.

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What’s in the Report

In The Destination Marketer’s Guide to Always-On Marketing, you can learn:

How always-on marketing works and how to leverage it for your destination
How to improve performance and efficiencies to gain visibility around the planning and booking journey
How key insights into traveler behavior will help you rethink your digital marketing
How to gain consistent market presence and open up co-op opportunities

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Say “Bon Voyage” to Relying on Seasonal Advertising

By segmenting your audiences and listening to what the data is telling you with always-on marketing, you can determine who is most likely to act on your message. Not only will your ideal travelers be more likely to choose you when it comes time to book, but when you run your seasonal campaigns, they’re already aware of your brand and you will be a solid part of their consideration set.

Adopting 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 quarter, year over year.

40%

lower cost per action (CPA) running always-on campaigns in comparison to burst flights.

60%

more conversions generated with always-on campaigns in comparison to burst flights.

328%

higher action rate with always-on campaigns in comparison to burst flights.

Frequently Asked Questions

Is it really free?

Yes! We hope this information is useful for you, and you'll think of us when you're ready to take the next step with your digital marketing.

What is always-on marketing?

Destinations traditionally plan media in "flights" or episodic campaigns designed to support specific business goals or marketing strategies. A burst flight is a campaign running for less than 21 days. An always-on marketing strategy takes a more dynamic and ongoing approach, using real-time traveler intent data, audience segmentation, and personalized messaging to target travelers over a longer period of time.

Does always-on marketing mean I have to run advertising online all the time?

You're not running ads for the sake of it, but you're showing relevant messages to travelers when they're online—responding to travel demand in real-time.

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