Gathan D. Borden

Marketing guy working in the tourism industry, disguised under the title of "Director, Brand Marketing & Advertising" - I share my thoughts on a myriad of topics.


Right on time to kick-off 2013, I made a list of 13 things that I think destinations need to be prepared for. DISCLAIMER: These are not sure-fire predictions. Think of these more as tiny morsels of information to keep in your brain.

1.  The evolving role of communications/marketing staff. Press releases, story pitches and travel writers are no longer the main focus of marketing communications departments. Now we’ve got social media, website management, in-house graphic design and creative direction, just to name a few, that our communications departments are responsible for. In this ever-changing media world look for more staff members to become chameleons.

2. Consumer confidence increase. By all reports I’m reading, everyone is predicting that 2013 could be a record travel year. Consumers are feeling more confident now, and are willing to make that trip. Whether that trip is out of town or a staycation, the good thing here, is that they are spending money again – money that you want spent in your destination.

3. Government meetings decrease. Despite other market segments of travel seeing a rise, the government market segment is heavily scrutinized for its spending. Expect to see lesser government meetings in your neck of the woods. This now opens the door for you to pursue another market segment that you may have been neglecting.

4. Mobile takes over the travel experience. If you can remember one thing, it’s this, “Mobile is the needle. Social is the thread.” Our lives, in particular our travel experiences, are woven together by the use of social media, and mobile is the tool that starts and ends the process. Mobile usage is on the rise, and will continue to be so in 2013.

5. Your website is your life and blood. How many times are we going to experience the wrath of Edgerank on Facebook, privacy setting changes or the complete shutdown of a social network site to understand that we don’t own that land. Don’t allow outside networks to influence your marketing success - it’s only rented property. Build up the assets that you do own, and that is your website.

6. iPads are the new black. We live in a time-strapped society, where our sales people only have a small window to influence a planner or tour operator to book the destination. iPads have breathed new life into sales presentations, that don’t require Wi-Fi, plugs or a screen. Make sure you’ve got your sales materials loaded on the iPads in an easy-to-use interface for your staff so that they can effectively sell the destination.

7. Get personal with your visitors. In the marketing world, we are so inundated with mass communications, that no one takes the time to write us a personal note. Ditch the mass e-blasts and try one-on-one communications again – we’ve seen great success in it, with the ability to connect to our potential visitors in a more personal way.

8. RTOs are worth a shot. Regional Tourism Organizations are a great way to bring a collective group of people together to promote a niche market that everyone can benefit from. Look around and see what you share with other communities within your state/region and develop a plan to capitalize on that experience so that you can dominate that segment of the market.

9. DMOs need to be the expert. While we are the tourism expert for our respective destinations, DMOs need to go one step further, and become the expert in particular fields. Our hospitality partners need our support and providing them with expertise in terms of marketing, planning or some other business aspect will result a team-wide effort to win business for the destination.

10. Don’t create, curate. Social media has opened the door to allow anyone to become a content creator, so odds are, what destinations want to create someone else has already beaten you to it. Just because DMOs are the authority on the destination, doesn’t make them the authority on destination content. Some of the best stories are told by those who have no affiliation to the DMO, so reach out to those people and use what they have instead of reinventing the wheel.

11. Local bloggers are the new media. If your local bloggers are not on your media list, then you are missing the boat. Bloggers are just as credible, if not more credible, than your traditional journalists nowadays. And given the importance of reach and social media, bloggers have wide networks that allow for your message to be seen by more than just the local media.

12. Direct mail is not a bad thing. Snail mail is back on the rise I tell ya! Because of the increased number of digital communications options consumers have a hard time sifting through which emails to read and delete. Take the time and craft a direct mail campaign that allows the end user to touch and interact with your message for your destination. Go one step further and make it personal, and I guarantee you it’ll be a great sales lead.

13. Niche can make you rich. Every destination has a story, and every destination has something unique. A niche marketing strategy is specific to one product. As the DMO, your goal is to uncover that one thing and market the hell out of it. In turn, that niche market can lead you to rich content that makes you a “top places to visit”.

Are any of these things are your list to do for 2013?

  1. toshatd reblogged this from gathandborden and added:
    Right on time to kick-off 2013, I made a list of 13 things that I think destinations need to be prepared for....
  2. rednikki reblogged this from gathandborden and added:
    Super-good advice for any DMO from Gathan Borden at this post.
  3. sheilascarborough reblogged this from gathandborden and added:
    Really smart stuff from a smart guy. Thanks, Gathan.
  4. amybrock reblogged this from gathandborden
  5. gathandborden posted this