DIRECTIONAL IMPLICATIONS FOR DESTINATION ORGANIZATIONS Practical actions and ideas to consider The traveler conversations suggest that destination organizations can strengthen confidence during the consideration phase by pairing inspiration with clear, easy to locate reassurance. The ideas below are intended as practical starting points that can be adapted to local context, destination type, seasonality and the specific issue landscape a destination is navigating. 1. Lead with the destination experience, then layer reassurance in a supporting role What travelers tended to want first was a clear sense of what the destination offers and why it is worth visiting. When messaging is focused only on concerns, travelers often described it as missing what they need to make a leisure decision. Examples and ideas to consider: • Show recognizable places and activities rather than generic scenes so travelers can picture themselves there. • Develop short itineraries that answer what to do over a few days and reflect different traveler types such as families, older travelers and first time visitors. • Use seasonal storytelling that helps travelers understand when to visit and what to expect at different times of year. • If reassurance is needed, position it after experience led content, such as a supporting section on a landing page rather than the headline message. 2. Provide a clear reassurance pathway outside advertising Travelers did not generally expect advertising to explain destination issues in depth. Instead, they described seeking current information through websites, advisories and trusted third party sources. Examples and ideas to consider: • Create a centralized travel planning or visitor information page that addresses common questions and links to current updates. • Use a simple question and answer format focused on practical planning rather than persuasion. • Link to sources travelers already trust, such as transportation agencies, weather services and public safety information. • Ensure that reassurance content is easy to find from campaign landing pages for travelers who want more context.
10 | DESTINATION REPUTATION & SENTIMENT STUDY
Powered by FlippingBook