6. Use advertising to support appeal, not to solve reputation concerns on its own Traveler responses suggest advertising can help lift interest and appeal, but it is less effective as a standalone tool for resolving deeper reputation concerns. Examples and ideas to consider: • Pair paid campaigns with landing pages that provide both inspiration and planning support. • Segment messaging so travelers seeking reassurance can find it without overwhelming those primarily seeking inspiration. • Reserve more detailed issue specific explanations for owned channels where travelers expect that information. 7. Canada focused considerations for U.S. destinations Canadian travelers described a distinct context when considering travel to the United States. Many expressed hesitation tied to political tensions or national sentiment, even when they did not feel personally unsafe. Examples and ideas to consider: • Pair welcome messaging with concrete reasons to visit, such as experiences, itineraries and ease of travel. • Provide straightforward planning information related to border processes, privacy and safety where relevant. • Use value and incentive messaging carefully, recognizing that it may encourage reconsideration for some travelers but will not override broader concerns for all.
12 | DESTINATION REPUTATION & SENTIMENT STUDY
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