For the third consecutive year, MMGY Global has prepared the Destination Marketing Technology Survey Report and is making the findings publicly available. This report is compiled from survey input from over 175 destination marketers who have provided their insights on the current and future states of marketing technology in the tourism industry.
This year’s study was conducted in two waves and focused on understanding the impact of the pandemic within these owned media channels. The first wave of the survey was completed in April, while the second wave of the survey was completed in September. By conducting the survey in two parts over the course of five months, we captured the evolving outlooks of DMOs on marketing technology’s role and importance emerging from the pandemic. Below are some of the biggest takeaways from the 2021 survey:
- The results continue to show that DMOs have a renewed sense of importance around the purposes of their website and email marketing because of the pandemic and their reliance on these channels. Respondents also indicated that they are more satisfied with their website and would be investing the same or more on their website in the next 12 months.
- As reported in wave 1 of the survey, for the third year in a row user experience is the top area of improvement DMOs wish they could improve. In wave 2 we learn that navigation and information architecture, mobile experience, and brand storytelling and content merchandising are the top changes DMOs think need to be improved to improve UX.
- While DMOs reported a 5-percentage-point increase in viewing their email program as more important since wave 1 of the survey, they also reported a decline in overall email program satisfaction. Respondents reported segmentation options (58%) as the top area of improvement needed for email.
To view the full report for free, please click below.