Travel brands will have to rely more on mobile and digital marketing than on traditional marketing programs according to this infographic. Our always connected society means that travelers are relying more on mobile and social networks to make their travel decisions. This means that travel and destination brands not well positioned to take advantage of these trends will suffer in visibility, tourist visitation, and online branding. A previous post shows how socially connected tourism brands are gaining the lion's share of online audiences (Lessons From the Top Tourism Agencies on Twitter). How is your destination brand leveraging mobile and social media to increase tourist attraction?
I recently received an RFP for a Caribbean tourist board seeking an agency to design and manage high visibility tourism programs. Obviously the objective is to competitively position their destination against competitors so that it's top of mind to travelers. After reviewing the scope of work, it led me to think about how travelers choose one destination over another and how well (or not) tourist boards are doing to position their destinations to align with traveler's motivating factors. Of course, the destination's appeal, features, and attractions are big deciding factors for travelers, but how does that really come into play for regional destinations? Within the Caribbean itself, for example, what would make a traveler decide to leisurely travel to Antigua vs Bermuda, Barbados, Anguilla, or any of the Caribbean destinations?