Harnessing the Power of Sustainability for Your Destination
Find inspiration from DMOs implementing sustainability around the world.
More and more of today’s travelers are thinking about sustainability when planning for their next trip. We know that 87% of travelers are focused on sustainability and want to do good in the communities they're arriving in. Yes, product offerings and packaged experiences are important, but these travelers want to know their money is going to the right place. This means supporting your values as a destination, and knowing how your offerings and experiences impact the earth.
Making change around sustainability starts with reframing your goals around tourism. As destination marketers, growing visitation is crucial, but that growth affects the infrastructure, environment, local communities, and other economic sectors of your destination. Implementing new sustainability strategies will require dialogue, inclusivity, and collaboration with the communities you’re a part of. Then, you can learn what initiatives are important to your communities and get buy-in when you start implementing them.
Implementing real changes to make your destination sustainable takes a lot of strategy and planning. Start to think about what your destination will focus on, whether it’s food waste, conservation, transportation, or more. Find inspiration from these destinations that have worked with Sojern and are executing powerful sustainable initiatives:
Each of these DMOs focuses on different initiatives that best serve their visitors, locals, and environments. Sustainability for them is engrained in everything they do and they continue to find creative ways to promote it. It’s not just about keeping up with the newest trends anymore, it’s about taking care of what you have and getting the right messaging in front of travelers who are looking for sustainable experiences.
For more sustainability resources, our next blog in this series will include four ways to jumpstart sustainability in your marketing plans. You’ll gain an understanding of user-generated content and more examples of how DMOs are implementing sustainability around the world.
Until then, check out our sustainability webinar with Stephanie Dunford, sales director at Sojern, and Zoë Weldon, community growth lead at CrowdRiff to learn more.
For 15 years, Sojern has maintained an unwavering focus on travel.
“Co-op marketing is all based on data. Forget about the crisis for a second: it’s so important to understand who, at any given time, your audience is. And how you [then] market to your audience. The concept of co-op marketing is based on aggregating all that data and understanding where your customers are, and where your future customers are. How do you effectively market to them to ensure that you get in front of that audience with that message? And I believe it’s really critical at this time.”
“The data that Sojern provides and their understanding of the target audience is one of the strongest points of the company. The insights they presented after the campaign are very valuable for our future projects.”
“Sojern has become one of our closest partners when it comes to performance. I don't think we have a single campaign where Sojern is not the key partner. If it's not broke, don't fix it.”
“I really appreciate how easy it is to use. The direct bookings just keep coming in and there’s not a lot of upkeep on my end, which is nice being a busy property with multiple departments.”
With today’s competitive market, it’s imperative for us to find tailored marketing solutions that both amplify the distinctive stories across our diverse portfolio and support hotelier efforts to drive direct bookings. Sojern’s customizable offering makes it easy for our collection of independent hotels to gain visibility and drive business in key digital acquisition channels.
“The Sojern team has been great at providing insights and helping us to make more data-driven decisions. They’re ahead of the game in connecting multiple data points and solving this puzzle for the tourism industry.”
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