How capturing the essence of The City Different helped TOURISM Santa Fe capture more travel bookings.
Trip inspiration can come from anywhere, so what strategies and tactics did we develop and implement, so that our partner TOURISM Santa Fe could successfully break through the noise and stay top of mind for the travel-hungry?
The booking path of adventure seekers is not a one-size-fits-all. The way people find inspiration to travel, research, and book trips to Santa Fe has continued to evolve, as has what influences their behavior and decisions. We’ve established a solid foundation for how The City Different moves, lives, and breathes in the world over the past four years.
To continue fueling and growing Santa Fe’s digital engagement and momentum, we purposefully evolved our marketing strategy to include a greater emphasis and inclusivity of demographic data, behaviors, values, attitudes and opinions, with environments that are natural to our TOURISM Santa Fe audiences.
The objective of marketing strategy: To capitalize on immediate travel opportunities and prepare for future tourism growth. To respond tactically, we expanded and refocused our marketing outreach to incorporate the most effective ad technology and impactful travel media partners in the industry.
“On average, travelers consume 303 minutes of travel content in the 45 days prior to booking a trip. Of travelers who used a travel resource, they spent the longest amount of time with OTAs, airline websites, and meta travel websites.”
Our research also revealed that travel seekers within our target audiences actively turn to OTAs not only to book, but also to be inspired, plan and do their travel research. We optimized creative content on our travel partners’ sites by including a plethora of breathtaking visuals, inspiring creative content, professional photography, and videography to perfectly capture the multisensory essence of who TOURISM Santa Fe is as a destination.
These creative deliverables and overall brand tone evolved from a passive tone to a call to travel. Your transformation happens within the Santa Fe city limits and it’s here that you have the freedom to journey deeper into the things you love and the things you don’t even yet know you love.
Business Challenge
To directly increase destination visits and spending in Santa Fe, which is measured by occupancy, average daily rate (ADR), revenue per available room (RevPAR), and sales tax revenues.
Results
Total fiscal year bookings to Santa Fe, New Mexico, have increased by 25% (compared to FY23).
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