Insights on the changing landscape of destination marketing and the power of personalized experiences

In the wake of the pandemic, destinations worldwide were forced to pivot their marketing strategies and find innovative ways to attract local customers. As travel resumes and borders reopen, the focus has shifted to redefining target audiences, creating unique experiences, and fostering collaborations to provide travelers with richer destination experiences.

During a panel discussion titled “The New World of Destinations” at WiT Japan & North Asia, industry experts shared their diverse perspectives on how destinations are reshaping their marketing strategies and exploring new avenues for collaboration. The panel also shed light on emerging trends, the impact of technology, and the importance of authentic hospitality.

Redefining Traveler Behavior and Experiences

Raul Guerra, Regional Director, Asia Pacific, Catalan Tourism Board, emphasized the shifting patterns of traveler behavior. He noted an increased demand for longer stays, multigenerational trips, and the exploration of hidden gems within popular destinations. Guerra also highlighted the success of innovative campaigns and immersive experiences in helping bolster the travel industry during the pandemic.

“For us the most successful channel during the pandemic was a VR Playstation video game that we adapted to the Japanese market, called Legends of Catalonia,” said Guerra. “This video game was double-awarded in the Japan Tourism Awards 2020: ‘Excellent Partner Award’ and the ‘Digital Utilization Special Award’, for its innovative approach and initiative to promote and expand tourism [in Japan].”

Raul Guerra (Catalan Tourism Board): “For us the most successful channel during the pandemic was a VR Playstation video game that we adapted to the Japanese market, called Legends of Catalonia.”

Chan Chee Chong, CEO & Co-founder of GlobalTix, emphasised the surge in online bookings and the growing popularity of tours and unique experiences. Chan also highlighted the importance of embracing digital wallet payment methods and leveraging AI technology to enhance content creation and improve operational efficiency. He commended the Singapore Tourism Board’s “You Think You Know Singapore” campaign for successfully inspiring the younger generation to explore the country beyond its well-known attractions.

“It speaks to a lot to the younger generation to explore deeper in the countries that they might have visited,” explained Chan. “For example, I did a trip to Bangkok again, but this time, I went cycling in the city. I saw many parts of Bangkok that I never knew.”

Chan Chee Chong (GlobalTix): “Those who learn to utilise AI will win in the long run.”

Serene Tan, Regional Director, North Asia, International Group at the Singapore Tourism Board, highlighted the steady recovery of visitor arrivals in Singapore. Tan underscored the growing emphasis on quality and sustainable tourism, with travelers seeking destinations that offer differentiated experiences and prioritize environmental impact. Singapore’s efforts in becoming a Global Sustainable Tourism Council (GSTC) Destination were highlighted as a testament to its commitment to sustainability.

On short-form content, social media and new technology

Tan also emphasized the acceleration of short-form content consumption, particularly through social media. “Short-form content’s impact has meant that NTOs have had to break away from the polished approach to creative engagement in past years and have more fun,” she elaborated. “It is also important to straddle the balance between being aspirational and attainability. Therefore, building good brand presence across the social ecosystem as a whole is important, and we can do this by working with creators that helps to build brand credibility and loyalty.”

Tan highlighted the Singapore Tourism Board’s collaboration with Roblox, a popular virtual platform, to reach new audiences and offer virtual experiences. The integration of augmented reality (AR) technology, in collaboration with Google, was another notable development, allowing visitors to explore Singapore’s iconic landmarks through the VisitSingapore app.

Of course, it was only a matter of time before the topic of generative AI surfaced, garnering a collective passionate response from the panelists. 

Joshua Wilson (Crimtan) discusses the impact generative AI will have on the travel and hospitality industry.

“Unfortunately, the first to adopt AI technology is going to be the bigger OTAs who can invest in the advance technology,” said Chan. “The long-tail operators are still struggling with their daily operation.  But without a doubt, those who learn to utilise AI will win in the long run.”

Chan continued, “Some of the immediate adoption [options] for long tail operators will be creating photos.  You can ask AI to help you create better images of your tours. Better content writing.  These are tools that you should be adopting immediately.”

Joshua Wilson, Commercial Director, JAPAC, Crimtan had thoughts along the same spectrum, although to varying degrees, believing that AI will no doubt have a significant impact on travel and hospitality in the long run, depending on how the technology is adopted and applied.

When he was asked if he had come across any campaign that had addressed the three key themes revealed in Google’s Consumer Insights: 2022 APAC Consumer Trends – soul searching, value hunting and finding joy – he shared the example of  “Enjoy My Japan” by JNTO (Japan National Tourism Organisation.

The power of Omotenashi and challenging perceptions

“Singapore is small and hence there is a perception that we do not have much to offer,” said Tan. “To capture market share and build mindshare among future visitors, STB will be launching a refreshed brand campaign later this year that focuses on Passion Made Possible, where we will seek to inspire travel by showing how Singapore turns ordinary moments into extraordinary experiences.” 

She continued, “We also use data to help us understand and target consumers better, and invest in new channels and explore innovative pilots in line with the shifting consumption habits of consumers.”

Chan thinks one perception that Japan should challenge should be the ease of bookings, as there are still many experiences that are not available online.

Serene Tan (STB) : “Discovery of brands and places to visit happens first on social media – whether it is content created by brands, creators, or user-generated content (UGC).”

As for Guerra, his company is challenging travellers to take “the travel of your life” – with multicamera video streamed to audiences via a director’s view, main character view, landscape view or map view. The approach blends immersive tech with the idea of discovering a new destination.

Tan also shared a heartwarming personal experience in Japan, emphasizing the power of omotenashi—the authentic and heartfelt hospitality unique to Japan. She recounted a touching encounter at a Ryokan in Hakone, where the staff went above and beyond to ensure her son’s happiness. Tan reflected on how genuine human connections and acts of kindness often create the most memorable travel experiences.

In a way, she hopes that such levels of authenticity can redefine travel and hospitality in a post-pandemic landscape.