Results of a survey by US-based MMGY Travel Intelligence, in partnership with Destinations International Foundation, indicates that North American DMOs are expecting to resume paid promotional advertising before the end of June.
Tourism destination professionals were surveyed on the question of how Covid-19 has affected their sector and 95% reported they had reduced or postponed planned paid promotional efforts, although half of all destination organisations said they expected to return to investing in paid promotional advertising within the next 60 days.
Eighty percent revealed that they have shifted their sales and marketing strategies or revised their marketing message.
Craig Compagnone, Chief Operating Officer, MMGY Global said the research data pointed to “a strong desire to travel, and we believe this pent-up demand will result in a high volume of shorter booking window trips when bans are lifted and consumers believe it is safe to get out again”.
More than half of respondents said they expect to resume paid promotional email campaigns, paid search and paid social media placement within 60 days, while the other half also expected to resume paid advertising within the same timeframe.
Opinions suggest that industry sponsorships and brand activations may be the most-impacted types of marketing efforts, at least during the upcoming two months, as only 20% of DMOs anticipate investing in this area over the next 60 days.
The MMGY survey information was gathered between March 30 and April 6, 2020, from employees of various destination marketing organisations representing US cities, regions and states. The full report can be found here.