The director of tourism marketing for Frankfurt Tourist+Congress Board, Jasmin Bischoff, shared how her organization's marketing efforts have evolved during COVID-19 with a focus on engaging domestic travelers.
Post-lockdown, the tourism board faced a challenge: Most travelers were opting for the country rather than the city. They wanted to help encourage travelers to come back to the city. Following the reopening of restaurants, hotels, airports, they began a three-phase approach that reassured travelers with an emphasis on hygiene, while aiming to draw travelers back into the city by first focusing on German travelers, followed by European travelers, and finally, overseas travelers.
Jasmin also offered an in-depth look into some of the campaigns Frankfurt Tourist+Congress Board have launched, which position Frankfurt as an attractive destination and cultural metropolis while simultaneously keeping traveler priorities and preferences top of mind.
Colleen outlined Greater Palm Springs Convention & Visitors Bureau’s response and recovery plan. Their strategy began by pausing media and focusing on providing resources and public service announcements, followed by a "pre-recovery" phase which included sharing inspirational messages that tapped into travelers who were already dreaming of their next visit. She also described their current phase -- the "Recovery" phase -- which entails campaigns focused on welcoming back travelers from drive markets. Finally, they plan to launch a national recovery phase that targets both drive and fly markets beginning January 2021.
Travel is essential to people, businesses, and the world. While global search data continues to fluctuate, we are seeing green shoots in traveler interest and intent. Two Media Solutions sales leaders, Wendy Olson Killion and Jennifer Andre, shared some of Expedia Group’s latest global search data and encouraged destinations to reach out directly to receive a customized look at the traveler data most relevant to their region.
Rodrigo explored the search data that his DMO has been tracking – noting there was a dramatic drop in searches for Los Cabos early in the pandemic, followed by a very steady recovery. Exit polls show that 60 percent of travelers are booking less than a month out. He also shared the five strategic pillars Visit Los Cabos is launching to help recovery efforts.
• Marketing campaigns for domestic, international, and local markets
• Communication strategies with an emphasis on safety
• Promotions such as webinars
• New products responding to market trends such as wellness
• A strategic program to help airlines recover
Monika Tonkin, director of domestic marketing operations for Tourism Northern Territory, spoke about her organization's data-informed recovery efforts. The organization is currently in the "Adapt and Recover" phase, which taps into the "COVID-19-driven desire to experience nature.” Australians are seeking destinations that feel safe – such as wide, open spaces: Travelers looking to experience nature and/or go camping on their next trip have increased by over 4000 percent. This makes the Northern Territory a highly desirable destination. The DMO has used this data to inform their marketing efforts, launching a campaign that taps into travelers’ desire to travel safely, locally, and experience the outdoors.
Above are just some of the topics covered in, " Recovery and Relief: Rebounding Tourism from COVID-19.” To hear from these experts yourself, we invite you to view the on-demand installments. and join critical conversations on the state of the travel industry during the COVID-19 crisis.