By Erin White
In all my years as a destination marketer, I’ve witnessed some transformative shifts in the industry. But not since the rise of social media have I seen technology with greater application potential for DMOs than AI.
AI automation allows DMOs — particularly smaller ones where team members often juggle multiple roles — to achieve more with fewer resources. AI presents unprecedented opportunities to streamline operations, enhance marketing efforts, and improve customer experiences, making it an absolute game-changer for the travel and tourism sector.
AI enables solutions that can greatly enhance efficiency and make a scrappy team feel like an enterprise operation. For example, it can help your convention and meeting sales folks create a structured outreach calendar tailored to planners’ booking cycles. Similarly, AI can aid your content coordinators in crafting an engaging social media calendar, complete with links, captions, and emojis that resonate with your audience.
When organizing FAM trips for freelancers, influencers, or meeting planners, AI can generate the perfect itinerary based on individual interests, ensuring a personalized and memorable experience.
For CEOs, AI can assist in drafting talking points for community events and maintaining consistent brand voice across all communications, which is especially beneficial in organizations with high turnover rates.
Finance directors can also benefit from AI, using it to craft minutes from board meetings and analyze past budgets to identify areas for cost-cutting or increased investment. By leveraging historical data, AI helps in making informed financial decisions.
The rise of AI in destination marketing
I’ve learned that staying ahead in marketing requires discerning which innovations to embrace. I’ve seen the impact of innovative technology on marketing strategies, analytics, and performance. Some promising tech falls flat.
In the mid-1990s, the internet was a novel concept, with many marketers unsure how to leverage it. The first banner ad on HotWired in 1994 marked a significant moment, as did the launch of the first DMO website by the Greater Vancouver Convention and Visitors Bureau.
These modest milestones revolutionized destination marketing strategies worldwide.
AI is set to be every bit as transformative as the advent of the internet. According to HubSpot, AI adoption increased by 250% in 2023.
Starting with AI in Destination Marketing
The wide range of AI applications can be overwhelming for DMOs. To avoid chasing every shiny object, it’s essential to follow three basic principles established in the early days of digital marketing:
Make effective decisions and remove options: Start with a single, high-impact use case. For instance, implementing a chatbot for customer service can provide immediate value and insights. Prioritize AI applications that address only your most pressing challenges to maximize benefits.
Pain point: Smaller DMOs often operate with limited budgets and staff, which can restrict their ability to promote their destinations effectively.
AI Solution: AI can be trained to generate on-brand press releases and content efficiently, ensuring that all the great initiatives and events get the spotlight they deserve.
Be curious and ask informed questions: Embrace continuous learning and experimentation. Small pilot projects and A/B testing can guide further AI integration. Prioritize end-user experience to ensure AI adds tangible value.
Challenge: Building a more engaging and personalized visitor experience.
AI solution: AI-powered recommendation engines enhance personalization efforts based on past behavior and preferences.
Change the way you think and learn a new AI language: Adopting AI requires a shift in strategy and culture. Training in ‘prompt engineering’ ensures productive interactions with AI. Leadership and workforce training are crucial for aligning AI use with business goals.
Business Goal: Monitor and promote sustainable tourism practices.
AI Solution: Build a prompt to analyze complex data sets and develop sustainable initiatives to ensure long-term viability.
AI-Enhanced Destination Marketing
Early adopters of the internet gained significant advantages, and the same holds true for AI. Integrating AI into customer service, data analytics, and personalized marketing strategies can enhance efficiency and visitor engagement.
The strategic growth and marketing agency Envisionit uses Unchained as their outsourced AI department. The Unchained team, which includes experts in legal compliance, operations, workflow streamlining, prompt engineering, and governance, prepares and maintains a clear roadmap to maximize resources, improve performance, and simplify our decision-making.
Unchained provides an AI partner for each of our employees to automate routine tasks, allowing our teams to focus on more strategic and creative pursuits, resulting in greater employee satisfaction and unparalleled productivity.
By strategically integrating AI, DMOs can set new standards in destination marketing, driving innovation and growth while creating memorable experiences for travelers.
Erin White, CDME is the Director of Strategic Development at Envisionit, an award-winning, full-service digital marketing agency headquartered in Chicago.
