Always-on marketing is a customer-centric way to personalize your campaigns and connect with travelers on their terms.
Always-on marketing is a customer-centric way to personalize your campaigns and connect with travelers on their terms.
In The Destination Marketer’s Guide to Always-On Marketing, you can learn:
Imagine a world where your destination stays top-of-mind for travelers year-round—not just during peak seasons. The Destination Marketer’s Guide to Always-On Marketing reveals how DMOs can break free from the limits of traditional seasonal campaigns and embrace strategies that drive continuous engagement and measurable success.
Gone are the days of waiting for seasonal spikes to make an impact. Always-on marketing uses real-time traveler intent data and adaptive messaging to keep your destination in front of potential visitors 24/7. This approach doesn’t just maintain visibility—it maximizes every dollar spent, with up to 33% lower cost per action compared to burst campaigns. The result? Consistent conversions, stronger ROI, and a more effective way to allocate your budget.
First-party data is becoming the cornerstone of successful marketing. By investing in data collection strategies, DMOs can gain deeper insights into traveler behavior, build personalized campaigns, and prove their economic value to stakeholders. This is more than a technological shift—it’s an opportunity to forge stronger, longer-lasting relationships with high-value travelers.
Every traveler is different, and always-on marketing helps DMOs connect with diverse audiences through messaging that resonates on a personal level. Whether you’re targeting sustainability-focused explorers or LGBTQ+ travelers, this approach allows you to focus on audience values and interests, creating meaningful connections that inspire loyalty and encourage repeat visits.
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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.
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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