The Destination Marketer's Guide to Always-On Marketing
At a glance
- Always-on marketing achieves up to 33% lower cost per action versus burst campaigns, according to Sojern.
- Strategy uses real-time traveller intent data and adaptive messaging to maintain year-round destination visibility.
- First-party data collection enables deeper traveller insights and personalised campaigns for DMOs.
- Approach allows targeted engagement with niche audiences through values-aligned messaging.
What the report covers
Sojern's guide addresses how destination marketing organisations can move beyond traditional seasonal campaign 'flights' to embrace continuous, data-driven engagement. The report examines always-on marketing as a customer-centric strategy that personalises campaigns and connects with travellers on their own terms, using real-time intent signals and audience segmentation. Published by Sojern, a travel marketing technology provider, it targets DMOs seeking efficiency gains and stronger ROI through year-round presence rather than episodic bursts.
Key findings
Always-on marketing represents a departure from traditional episodic campaigns ('burst flights' lasting under 21 days). The approach uses real-time traveller intent data, audience segmentation, and personalised messaging over longer periods. According to Sojern, this strategy can deliver up to 33% lower cost per action than burst campaigns, enabling consistent conversions and stronger return on investment.
First-party data has become central to DMO success. The report emphasises that by investing in data collection strategies, destinations can gain deeper insights into traveller behaviour, build personalised campaigns, and demonstrate economic value to stakeholders. This represents both a technological and relational shift toward longer-lasting connections with high-value travellers.
The always-on approach allows DMOs to engage niche audiences through tailored messaging that resonates with traveller values and interests. Examples cited include targeting sustainability-focused explorers or LGBTQ+ travellers. This segmentation creates more meaningful connections than broad seasonal campaigns, potentially encouraging loyalty and repeat visits.
Always-on marketing maintains destination visibility year-round rather than only during peak seasons. The strategy responds to travel demand in real-time by showing relevant messages when travellers are online, rather than running advertising continuously for its own sake. This efficiency-focused approach maximises budget allocation across the full traveller planning and booking journey.
Key numbers
| Metric | Value |
|---|---|
| Cost per action reduction: always-on vs burst campaigns | up to 33% lower |
Figures as published in the source; forecasts and survey results are labelled as such in the note.
Why it matters
DMOs & destinations
Always-on marketing offers a framework to escape seasonal budget peaks and maintain year-round traveller engagement. The reported 33% cost-per-action advantage suggests more efficient budget deployment. First-party data strategies also strengthen DMOs' ability to prove ROI to boards and funding partners, while niche targeting opens co-op opportunities.
Hotels & hospitality
Destinations adopting always-on strategies create more consistent visitor pipelines, reducing feast-famine booking cycles for accommodation providers. Better-targeted traveller audiences from DMO campaigns improve conversion quality. Partnership in destination co-op marketing funded via always-on strategies can lower individual property acquisition costs.
Travel tech & distribution
Always-on marketing's reliance on real-time intent data and audience segmentation drives demand for data infrastructure and personalisation platforms. The emphasis on first-party data collection and integration creates opportunities for martech providers offering data management, analytics, and audience-building tools to DMOs and their partners.
Methodology and limits
This brief is based on the publicly available summary and landing page content only. The full report is gated behind an email registration form. The source text does not disclose the report's research methodology, sample size, survey period, or underlying data sources. The single quantitative claim (33% lower cost per action) is presented as a finding but lacks methodological detail. No independent validation or comparator studies are referenced.
Official source
The report is © Sojern. This brief is an original editorial summary by TourismIntel — it quotes only figures published in the source and never reproduces the document.
Check the official statistics on Pulse
Related reports
A joint study by Mindtrip, Sabre, Sojern and MMGY Travel Intelligence reveals a significant gap between traveller AI adoption and destination marketing organisation readiness.
Sojern's 'Unlocking Revenue: How Hoteliers Build Profitable Guest Relationships' examines first-party data strategies and their impact on hotel profitability and guest experience.
Sojern's guide for hoteliers addresses website optimisation as a driver of direct bookings and profitability.
Sojern's Guide to Digital Marketing for Tours, Activities, & Attractions addresses the unique marketing challenges facing experience operators in an increasingly digital travel marketplace.