Destinations invest heavily in awareness and inspiration, yet significant value is lost between initial interest and eventual arrival. Beyond Campaigns maps where that value leaks across the nine stages of the traveller journey (inspiration, consideration, search, access, planning, booking, arrival, experience and advocacy) and sets out how to quantify each stage.
The paper lays out a seven-step operating model (Diagnose, Understand, Prioritise, Activate, Convert, Measure and Learn) for moving from destination marketing to destination demand orchestration. It closes with a 90-day plan, in three 30-day phases, for diagnosing, building and activating a demand system, plus ten questions every destination leadership team should be able to answer.
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