Sojerns Guide to Tourism Marketing 03 04 Introduction Chapter One: How Tourism Boards Can Reach Millennial Travelers 08 Chapter Two: How Destination Marketers can Engage with Travelers on Facebook Table of Contents 10 Chapter Three: How Wyoming Of?ce of Tourism Takes Content Storytelling a Step Further 13 16 Chapter Four: How San Francisco Travel Earned 1600% More Bookings with Sojern and DoubleClick Conclusion SOJERN 2 TOURISM’S GUIDE TO THE LATEST TRENDS IN DIGITAL MARKETING The UN World Tourism Organization (UNWTO) cites that the tourism industry, as a whole, has “boasted virtually uninterrupted growth over time,” and representing 7% of the world’s exports in good and services, it has actually grown faster than global trade over the past ?ve years. 1 For destination marketers, these stats are cause for optimism. But, how can you be sure you’re keeping up with the latest trends to continue this upward growth? After all, the modern traveler is connected over several devices, and has instant access to information, all at their ?ngertips. How can you, as a destination marketer, best reach travel planners in order to stand out in the crowd, and draw them to your destination? Introduction This eBook aims to equip destination marketers with the latest and greatest techniques for digital marketing, including: ? How to reach and in?uence millennial travelers ? Techniques for leveraging Facebook’s scale to reach in-market travel planners ? Best practices from industry innovators, including Wyoming Of?ce of Tourism and San Francisco Travel 1 UN World Tourism