Iva Kutle Škrlec, Global Destination Marketing Partner, Google, will be speaking today at the session “DMO Masterclass by Google: The Ever-Changing Travel Landscape and Keeping up with the New Traveller”. We asked her how the needs of travellers are changing.
Tourism is experiencing a fundamental shift: People don’t know when and where they can travel and tourism businesses are dealing with huge uncertainty. People are searching online to understand the latest travel guidance, safety precautions and discover destinations with fewer crowds. Some traditionally popular travel categories have lost much of their appeal, while some others have risen to glory. More than ever, travellers are looking for clarity, reassurance and value. The tourism industry relies on historical data to predict future demand, but in the current highly-volatile environment, this is no longer adequate.
Google’s tools and platforms provide valuable close to real-time insights on consumer behaviour and important trends helping the industry tailor their response based on the most recent and relevant changes. We have always partnered with stakeholders in the industry, including DMOs and industry bodies, and now even more closely, on shaping their digital strategies and guiding them in how to use Google’s platforms to achieve their business and communication objectives.
What should DMOs be doing to adapt?
Agility and precision are key. The well-established planning and travel cycle has been heavily disrupted and there’s still a lot of instability, so DMOs need to drop their usual way of researching, planning and communicating. Data insights are key for travel businesses to adapt. For example, as people increasingly search for local and outdoor tourism, businesses can react to these changing needs by doing marketing campaigns that highlight nature destinations, and they can prepare for an uptick in last-minute booking.
Photo: Iva Kutle Škrle, Global Destination Marketing Partner | Google
Thursday, 11 March 2021 – 18:00 – 18:30
ITB Berlin NOW Convention Stage 1