In August, SoIN Tourism Marketing Specialist, Marissa Murphy, attended the Annual ESTO Conference in Phoenix, AZ. The annual event hosted by the U.S. Travel Association offers professional development for destination marketers. Here are some of her top takeaways from industry leaders and professionals.
Search is Changing
It’s no secret that AI is affecting the search landscape and website visitation. Many Google search results are now topped with an “AI Overview” (AIO), which can prevent users from directly engaging with your website since as they are now able to see the answer inside the search engine. This change has caused website visitation to plummet across all industries. Two new terms to know: AEO (Answer Engine Optimization) & GEO (Generative Engine Optimization). One way to influence AEO is through question-answer formatting within your website content. Some ways to influence GEO are to use simple language (6th – 8th grade reading level), add in quantitative data (like statistics) when relevant, cite your sources, and structure your content well with identifiable headers and subheads. This will help ensure information from your page is included in AIOs when relevant.
View the full Search Reinvited presentation.
Collaboration, Collaboration, Collaboration
As tourism and hospitality professionals, collaboration and engagement are key to driving innovation and growth. At ESTO, I attended a session titled “Unexpected Pairings: How Creative Collaborations Drive Destination Buzz,” which highlighted a unique partnership between Four Peaks Brewing Company and Bad Birdie, a premium golf apparel brand. Together, they launched a co-branded beer: Bad Birdie Juicy Golden Ale, because nothing pairs better than beer and golf.
Does your attraction or business align with another in your community? Do you have an idea that you need help getting off the ground? Connect with others in your community and see if you can get them on board.
The takeaway? Meaningful collaborations can create memorable experiences and generate buzz. When the right opportunities arise, connect and create something big — together!
Traveler Insights
When planning a trip, travelers are always on the lookout for engaging activities, especially free things to do, unique experiences, hidden gems and family-friendly options. If your offering fits into any of these categories, be sure to highlight it. These are high-interest areas you can absolutely capitalize on.
