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Category: Insights & Strategy

A graphic depicting different tech screens with data on them.

The future of DMO marketing is smart, connected & automated: here’s how to maximize your tech stack

By Simpleview on May 13, 2025

Travel and tourism are a balancing act — and destination marketing organizations (DMOs) need the right tools to feel steady, stable, and strategic. DMOs are responsible for balancing tight budgets, limited team capacity, and the pressure to deliver impactful marketing campaigns that reach travelers…

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A woman using her phone to take a picture of a tall skyscraper.

We’re manifesting future-focused marketing: how DMOs can leverage idealized visions to drive tourism

By Kasey Pooley on Apr. 29, 2025

Simpleview experts are manifesting destination marketing organizations (DMOs) using an emerging trend that’s reshaping digital marketing: the power of idealized future-focused ads. This marketing strategy emphasizes a vision of what a trip could look like — painting an enticing picture of the…

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Solo Travel - Woman at train station terminal

The secret sauce for success: 5 ways to mix up your off-season strategy

By Kasey Pooley on Mar. 25, 2025

“Off-season travel” refers to when a destination experiences lower visitation compared to its peak tourism season. While this time can be challenging, it also presents significant opportunities for both economic growth and sustainability. With the right strategies, destination marketing…

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Digital Maturity Model Hero

Why digital maturity matters: the evolving landscape of traveler behavior

By Jason Swick on Jun. 18, 2024

Destination marketers have been pushed into a new era of digital engagement. Today, we see a surge in streaming and on-demand television, increased reliance on smartphones for research, and more frequent connections via social media. Destination marketing organizations (DMOs) must adapt swiftly to…

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Businesswoman busy working on laptop computer at office with colleagues in the background.

Mastering GA4: unleash your inner data wizard with these top tips & tricks

By Kayla Acosta on Nov. 20, 2023

Chances are you’ve seen plenty of blogs and videos on what to expect from Google Analytics 4 (GA4), but more than likely you now want to learn how to use GA4. If so, consider this blog your best friend. Here are some hot topic questions it will cover: What is GA4? What do the new metrics mean and…

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Simpleview’s State of SEO reveals return to normalcy for DMO searches

By Paul McLeod on Dec. 08, 2022

Each year, Simpleview issues a State of SEO report for destination marketers that analyzes search traffic trends. Our most recent report reveals that while destination marketing organizations (DMOs) saw significant gains in organic search when people began traveling again after most COVID-19…

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meeting planner tool box

Buyer insights to help your DMO make the planners’ shortlist

By Eileen Connell on Aug. 10, 2022

Terri Roberts, program manager at 2Synergize, a Simpleview consulting company, conducts extensive buyer insight interviews with planners to understand their needs when kicking off the research process for picking a destination. To help your destination make the shortlist, tune in to watch the…

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Man standing on top of mountain looking into valley

From Adversity to Opportunity: The opportunity of a lifetime for DMOs

By Simpleview on Jun. 01, 2021

Without a doubt, it has been and continues to be a tough time for the tourism industry. If anyone had predicted at the end of 2019 that international tourism would see a decline to the tune of a billion fewer arrivals or that the U.S. would suffer a loss of $1.1 trillion in international tourism…

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Cookie sitting on a computer keyboard

Cookies and Pixels and Tracking...Oh My! Making Sense of 3rd Party Cookie Deprecation

By Jason Swick on Apr. 29, 2021

A colleague of mine, Tracy LeGault, once told me never to trust cookies that I couldn’t eat. I chuckled and laughed it off at the time, but today it seems she may have been on to something. For as long as I can remember, we’ve been using cookies to understand consumer behavior better, track…

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Fast moving data

Data Sources for Assessing Local Travel Recovery in the Action Stage

By Paul McLeod on Apr. 19, 2021

This is part four in our four-part series exploring the data destination marketers need to consider at each stage of the “Awareness-Interest-Desire-Action” funnel. With the first three steps complete, it’s time to look at how we might measure a post-coronavirus recovery in travel in your…

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