In today’s digitally connected world, travellers are no longer confined to one source for inspiration, with Sarah Mathews, managing director of eTourism Frontiers, noting the end of the “mono-searching” era.
“The disruptors of discovery (are drawing us) away from mono-searching. For those of you who still reach out to your High Street travel agent, you’re one of the very few,” said Mathews during her speech at the PATA Destination Marketing Forum 2024 (PDMF) in Phetchaburi, Thailand.
Mathews emphasised that platforms like Netflix, social media, and even gaming have become key sources of travel inspiration. “For some of us, the way we access travel information isn’t even through search anymore. It’s often from (indirect sources) – watching a Netflix programme, a cooking show, or engaging with social media,” she explained.
Such nonlinear discovery paths reflect how consumers have evolved into what she calls “digital omnivores”.
“We’re consuming content on multiple devices daily. This makes it harder to track users, but also broadens opportunities to reach audiences in unexpected places,” she noted.
AI has become central to this evolution. “AI-driven personalisation is everywhere – from Amazon recommendations to OTAs tailoring travel options,” said Mathews.
She urged destinations to leverage AI, warning that “destinations that don’t embrace AI to personalise experiences are already falling behind”.
However, Mathews reminded marketers that storytelling remains at the heart of destination marketing.
“It’s about the people, the culture, and the products. Technology is just a tool to share these stories,” she said, adding that video content is particularly crucial.
“The most time we spend online is on video. If you’re building an audience, focus on creating snackable, shareable video content,” she suggested.
Mathews also called for a shift from outdated success metrics, such as arrival numbers, to focusing on economic reinvestment. “You can’t champion sustainability while aiming for 10 million extra visitors annually,” she stated. Instead, she advocated for measuring economic output, empowering local ownership and ensuring economic benefit – especially in developing nations – as key to long-term sustainability.
This year’s PDMF spotlighted an immersive user-generated content contest, inviting participants to uncover content gems from the technical tours, highlighting the forum’s focus on innovative marketing strategies.
