Co-op marketing is a time-tested strategy, dating back to the early 20th century when destinations would collaborate, sharing space in full-page ads to showcase their unique offerings and attract travelers together. While the core idea remains the same, the digital age has revolutionized how it’s executed, making co-op campaigns more efficient, targeted, and impactful than ever before.
At its heart, co-op marketing is all about collaboration. These days, destination marketing organizations (DMOs) work with hotels, attractions, airlines, tour operators, and other partners to boost visitation and increase visitor spending. Whether it’s through simple joint promotions or comprehensive, multichannel campaigns, the goal is always the same: to make a bigger impact while keeping costs down for everyone.
To market your destination effectively, it’s crucial to begin by understanding who your ideal travelers are. Analyzing past visitor data can reveal what attracts different types of guests to your location—whether they’re adventure seekers, families, luxury travelers, event planners, and more. However, you don’t have to navigate this alone. By tapping into broader travel industry insights, you can better understand traveler behavior, preferences, and interests across a wider audience.
This approach not only enhances your destination’s appeal but ensures that every marketing dollar is spent efficiently, driving better results for everyone involved. Through co-op marketing, destinations can stand out in a crowded market, create meaningful connections with travelers, and ultimately, achieve long-term success.
