Marketing Strategies for Local Attractions

The most exciting project I worked on in 2023 was boosting registrations for an event. Here is what we did: Context: 5 weeks before the event. Message We benchmarked the event against the competition. We diversified the message, in this case, to move from education to networking and entertainment. Early bird canning This event overdid early birds. Our recommendation was to start marketing price increases instead of price reductions. Inverse psychology that, while stimulating FOMO, contributes to the overall perception of the event. Destination Leverage The destination was under-leveraged. We crafted email and social messages to showcase what the destination offered to stimulate last-minute sign-ups. Reg Software In most cases, reg is not optimized. Making sure every single option to sell better is turned on is paramount. We set up remarketing pixels and group codes. Social We coordinated a campaign to get the whole team to share the event on LinkedIn to boost last-minute peer pressure. LinkedIn is often ignored and it has a major impact on last minute conversions. Ambassador tech We recommended using referral platforms such as InGo, Snoball, or GleanIn. These platforms can be very different in their impact, and some integrate better with specific software. We projected a 30% increase in reg based on a proper implementation. Cart abandonment We found hundreds of abandoned carts and created a sales and email strategy to reach this audience. Understanding why they are not committing or proposing a discount code does wonders. Sources We optimized higher sources of conversions. In this case, email. We devised an email campaign with different levers to pull (community, team discount opportunity, destination showcase). This was key to diversifying the message. We turned this around in two weeks. Objective: achieved. Steal these tactics for your event.

Google just changed the game for event marketing. The big winner? Publications and associations. I’ll explain. But first. How are events discovered? Whether you want to admit it or not. It’s word of mouth. You hear about an event. You google it. Well ‘googling it’ is changing. On Monday, google released “AI Mode”. It hasn’t replaced the default search…yet. But it will. Showing up in AI Mode isn’t the same as ranking on google. Here’s what you need to do: 1. Get event page schema right Crawling a site is expensive. It uses token. The easier an event site is to crawl, the sooner it will get picked up. Add schema. org/Event, FAQ, and How-To markup to your reg page. Feed it clear dates, speakers, prices, and “Get tickets” actions. No markup = no mention. Event platforms like Accelevents do this automatically. 2. Earn citations, not backlinks AI Mode loves credibility. Niche trade publications & associations matter again. Land guest posts, podcast, speaker quotes. Visibility first, referral traffic second. 3. Keep Content Updated Stale pages will be punished. Update schedules, seat availability, and pricing in real time. AI Mode surfaces up-to-the-minute info. 4. Drive user-generated content Get attendees to share “One thing I learned at YourEvent” posts. AI Mode loves human content from social, reddit, quora, etc. The volume of brand mentions matters. 5. Tighten the trust signals Keep speak bios consistent. Link to verified social handles & get mentions from them. Credibility & authority are huge ranking factors. 6. Answer the long tail & hard questions Create an event FAQ (using schema markup) E.g. “Is XYZ Summit worth it?” “What’s the ROI of attending?” Publish cost-breakdowns, who your event is and isn’t for, etc Control the narrative. Better you than someone on Reddit. Simply put. When people hear about your event. Make it easy for them to find it. How are you adjusting your event discovery strategy?

The travel industry is leaving serious money and impact on the table. Hotels, airlines, and tourism boards still lean heavily on traditional editorial coverage when it comes to media or FAM trips. Journalism will always matter (I’m a freelance journalist myself), but the data is undeniable: most travelers are booking trips because of what they see on social media. I have worked in this space from every angle: ✈️ as a journalist telling destination stories 📸 as a content creator with a loyal, engaged audience 🌏 and as the founder of a travel community that physically brings travelers to destinations, directly impacting tourism dollars From where I stand, one thing is clear. Creators and community founders are not just a “nice-to-have” in your marketing mix. They are one of the most powerful, conversion-driving tools a destination can have. Yet somehow, we are still being asked to work for free. The same brands who will spend tens of thousands on a glossy print ad will hesitate to invest in the people actually driving bookings. Here is why that mindset needs to change: Recently, I worked with a tourism board as an influencer on a media trip and at the same time, I hosted a private trip there. While on the FAM, I brought 5 paying travelers booked in 24 hours, two weeks before departure. Those travelers posted content too, even though they are not influencers. The tourism board was shocked at both the speed of sales and the ripple effect of organic content created by everyday people. Next month, I am hosting a trip to Bali. Seventy Americans are flying across the world for this experience. That is over $300,000 in tourism dollars generated from one trip. That is 70 travelers capturing moments, telling their own stories, and inspiring their own networks. That is 70 sources of user-generated content, plus my own, plus the long-tail impact when their friends and followers start planning their own Bali trips. This is not hypothetical ROI….It’s real and measurable right now. Travel brands, this is your sign. Stop asking creators to work for free. Start seeing the value of influencer and community-led travel, and pay accordingly. The future is not just about one campaign or article posted once. It is about the social ripple effect that drives bookings, loyalty, and lasting brand love. If you want travelers to choose you, you need to meet them where they are already planning and booking. Right now, that is on social media and in communities they trust. #travel #tourism #hospitality #communitybuilding #creatoreconomy #hotels #airlines #tourismboards #journalism

"What did you learn?" I asked. Silence. That’s when I knew we could do better. My kids had just raced through our local museum... exploring, having a great time. But, when I asked what stuck with them, there was nothing. This museum had fine art, local history, the natural world... an eclectic mix. But the labels? Sparse. Just names, dates, classifications... No voice. No narrative. No connection. These weren’t just artifacts. Someone made them. Used them. Loved them. That moment reminded me why storytelling matters - without it, we’re just walking past objects in silence. Facts Fade. Stories Stick. Stories are 40% more memorable than facts alone. Stories are your museum’s hidden superpower. A story can inspire, excite, engage, create loyalty, and improve the recall of an exhibit. The proof? Harvard Business School professor Thomas Graeber found that while hard facts fade from memory by 73% in just 24 hours, stories fade by only 33%. What does that mean for museums? It means if we want visitors to remember the exhibits, storytelling is our greatest superpower. WHERE DID THE VISITORS GO? A 2024 survey by the American Alliance of Museums revealed that half of museums haven't achieved their pre-pandemic visitor numbers, with attendance still down by 20%. But those audiences haven’t vanished. They’re charmed by experiential events, which are up 23% from pre-pandemic levels. Museums can embrace immersive storytelling, engaging visitors in exciting new experiences that will stick with them. EVERY ARTIFACT HOLDS A STORY. LET’S SET IT FREE. A museum isn’t a collection of "arti-facts." It’s a treasure trove of untold stories. And you can unleash them. With a mix of invisible technology, immersive storytelling, and emotional engagement you can make history feel alive. Let's go beyond stats and creating experiences visitors won’t forget. We call it “The Three Elements of Engagement”. BEFORE: BUILD ANTICIPATION Before visitors walk through the doors, spark their curiosity. Teaser content, interactive previews, and intrigue that creates a must-see feeling. Feed FOMO to the ticket desk. DURING: GET IMMERSIVE Passive viewing is out; active participation is in. Imagine artifacts that “speak,” hidden layers of history revealed through AR, holographic storytellers, or immersive projection, and make every exhibit feel like a personal adventure. AFTER: KEEP ‘EM INTERESTED The experience shouldn’t end when visitors leave. By extending the story through digital touchpoints, keepsakes, and follow-ups, we keep the magic alive long after they’ve left the building. When done well, you’re not just a storyteller. You’re a memory maker. Visitors are craving this new kind of connection and immersion, and exhibits are filled with objects that contain stories that inspire and educate. What is the MOST memorable, story-driven museum experience you’ve seen? #Storytelling #MuseumInnovation #ImmersiveExperiences #museums #ExhibitDevelopment 

To build responsible tourism brands, we need to stop listening to guests only. If you asked the average guest what they want, they’d probably say: → Cheaper flights (hello, Ryanair 👋🏾) → Cheaper experiences 💸 → Insta-famous hotspots 📸 But as a service provider, you know there’s more to travel than that. You create intentional experiences that go beyond surface-level tourism. The challenge? You struggle to communicate your value in a way that excites guests. That’s why so many businesses sell what guests think they want: cheaper, more touristy experiences. How do you break out of this mindset? By aligning your strengths with what guests actually need. This is your true value—not just being cheaper or “better.” It’s the overlap of: → What guests want: yes, you still need to listen but don’t stop here. → Where competitors fall short: what’s missing in the market? → What you do best: what sets you apart beyond price or packages? Here’s what this looks like in action. Let’s say you run a food tour. When you combine the three areas above, you realize your value isn’t offering another food tour. It’s about going beyond generic experiences by bringing guests into family kitchens, markets, and farms where recipes have been passed down for generations. Your experiences aren’t just about tasting food—they’re about hands-on learning and sharing meals the way locals do. How can this value come to life in your message to guests?👇🏾 💬 “Step into a family kitchen where recipes have been passed down for generations. Knead dough alongside a grandmother who learned from her grandmother, hear the stories behind every spice, and share meals at a table full of history, laughter, and connection.” Now, instead of offering cheaper tours, you’re offering deeper, more meaningful experiences—fulfilling desires guests didn’t know they had! 💚 Your unique value is what makes guests choose you over the cheapest option. When you clearly communicate this value, you build trust and attract the right guests. 💌 If you like fresh takes on responsible tourism branding, you’ll enjoy my newsletter: The Cultured Journal. Subscribe and get a free copy of my guide "Branding with Purpose" (link in comments). 👉🏾 Do you give guests what they want or what they need?

How to Partner with Local Influencers to Promote Your Rental Want to increase bookings and visibility for your vacation rental? Here’s a strategy that works wonders: Collaborating with local influencers. Why? Because influencers have built-in trust and loyal audiences who take their recommendations seriously. Here’s how to make this partnership a win-win: 1️⃣ Find the Right Influencers Look for influencers whose followers match your target audience. Think travel bloggers, lifestyle creators, or even foodies who love showcasing hidden gems in your area. Pro tip: Prioritize micro-influencers (5k–50k followers). Their smaller but engaged audiences can deliver better ROI. 2️⃣ Offer a Stay or Experience Invite them to stay at your rental for free or at a discounted rate. Sweeten the deal with unique experiences—think local tours, curated dinners, or welcome gifts. 3️⃣ Set Clear Expectations Outline deliverables upfront: How many posts, Stories, or Reels? What hashtags and tags to use? Clear communication ensures both parties get value. 4️⃣ Provide Instagrammable Moments Enhance your rental’s photo appeal. Think cozy interiors, breathtaking views, or signature decor touches. Influencers love content that pops. 5️⃣ Leverage Their Content Ask for rights to repurpose their photos and videos. Share them on your website, social media, and listings to amplify the reach. 6️⃣ Track Results Use unique promo codes, trackable links, or custom hashtags to measure the impact of their content on bookings and inquiries. Partnering with local influencers doesn’t just promote your rental, it builds buzz, trust, and long-term awareness. Would you try this strategy for your rental? Or have you already had success with influencers? P.S. If you found this helpful, share it with others in the vacation rental community! ♻️

Legacy brands are breaking into experiential hospitality. But there's one major problem... They're still using traditional marketing tactics at properties built for the modern traveler. Four Seasons Naviva is the perfect example. Unlike Marriott's acquisition of Postcard Cabins, this is a true luxury take on experiential stays– 15 stunning tented bungalows tucked into 48 acres of pristine Mexican jungle. The property is a content creator's dream: ✔️ Luxury tents blending into nature ✔️ Private plunge pools overlooking jungle ✔️ Clifftop dining with amazing views ✔️ Traditional temazcal ceremonies ✔️ Unique spa pods in the wilderness ✔️ Sunrise yoga on private beaches Yet their traditional marketing approach isn't delivering: ❌ 25,200 unengaged followers ❌ Most reels under 10k views ❌ Posts averaging <100 likes ❌ Empty comment sections ❌ Best non-collab reel: 17,700 views Here’s why… Their feed screams traditional marketing, far from optimized for the social-first world. - Countless static posts - Slow, cinematic shots that feel like ads - No onscreen text to stop the scroll - Missing strong hooks to grab attention Meanwhile, smaller operators are showing what's possible– The Pacific Bin: ✅ 764k engaged followers ✅ 300k+ views per reel ✅ 21.6M views on their best reel The Cliffs at Hocking Hills: ✅ 613k engaged followers ✅ Consistent viral hits ✅ Perfect storytelling Both driving a majority direct bookings through social. Their outdated approach is costing Naviva more than engagement– They likely see <500 link taps monthly — when they could be seeing 5,000+. Even a 0.5% conversion would mean 25 bookings a month through social. At $9,000+ per two-night stay, that's $225,000+/mo in missed revenue. Here's the reality: The Four Seasons name alone won't attract their target guests here. Naviva is built for experience seekers who value intimate settings and cultural immersion over traditional resort amenities. This demographic lives on social media, not OTAs. How they can transform their approach: 1. Content Strategy - Create dynamic reels highlighting unique experiences - Showcase luxury tents contrasting wild jungle - Capture authentic guest moments 2. Storytelling - Use proven hook structures - Add engaging on-screen text - Speak directly to ideal guests - Clear calls-to-action 3. Influencer Strategy Double down on their highest-performing content–strategic influencer collabs with luxury travel creators who match their target demographic. As legacy brands venture into experiential hospitality, they're building incredible properties. But attracting this new demographic requires more than just a great asset– it demands a complete shift from traditional marketing to social-first strategies. ~~ Looking for more hospitality marketing insights? - follow me Ben Wolff - consider joining my weekly newsletter: https://lnkd.in/g_34aR9T

Google AI Overviews in Hospitality: Did you know that 81% of Americans with children already use, plan to use, or have used AI to plan a trip? Here's my journey and tips for hospitality. Let's start here. What are AI Overviews? AI-powered search results: "Google is doing the Googling for you." This reduces clicks to traditional search results, making it vital for our industry to adapt to capture share. Here are some ways hospitality can optimize for this AI-powered search experience: 1. Research & Intent Mapping: Identify which search queries trigger AI Overviews by analyzing data from Google Search Console (GSC) for changes in impressions and clicks. Understand user intent and questions to guide content creation and optimization for branded and informational queries. Gen AI is our friend! 2. Closing Content Gaps: Examine rich results, like Featured Snippets and "People Also Ask" sections, to identify gaps in your content. Diversify with quality images, videos, and FAQs. Focus on truly helpful content relevant to your Guests, especially for long-tail queries. Local events are a great example. 3. Content Clusters: Develop content clusters and interlink related pieces to showcase topical authority and improve user engagement. This can increase the visibility of related content in AI Overviews. 4. Structured Data: Use advanced nested schema markup on each webpage to help search engines understand your content's context and entities, enhancing the chances of being featured in AI Overviews for relevant queries. 5. Search-Friendly Architecture: Maintain a hotel or restaurant website structure that is easy for search engines to crawl and index. Use contextual internal linking to improve engagement and build topical authority around related queries. 6. Performance Tracking: Regularly monitor user engagement, interactions, and conversions to measure your strategies' effectiveness and identify improvement areas. Google Analytics 4 (GA4) has a wealth of data on this. For more information, check the full article https://lnkd.in/ggMqcnZP. PS: I think I found the perfect destination (and photo) with the help of Google. ❤️ #marketingcheckin

The power of niche local influencers as destination storytellers is *underrated*. Numbers don't lie: 69% of travelers trust influencer recommendations over brand messages. Why? Authenticity. The challenge is getting real content from scripted out-of-town influencers. We've tried but it doesn't quite work. Instead, we focus on Detroit residents to tell our story. Take Visit Detroit's partnership with Amber Lewis @socialnthecity. Amber doesn't just post photos—she captures the city's soul. Her content isn't an ad; it's a genuine invitation to experience Detroit. The key? Find influencers who naturally align with your destination's spirit. Let them create, not just promote. Have you had experience using local content creators to tell your story?

The next billion-dollar brands won’t start with a product. They’ll start with content. They’ll build community, trust, and conversation before they ever build inventory. Because attention is the new supply chain. If you’ve got the trust, you can sell anything. This is not a theory. This is the reality of modern business, and if you’re in hospitality, tourism, or any experience-driven industry, it should be your obsession. So let’s talk about what that actually means for your brand today: 1. Build in public: Stop waiting until something is perfect to share it. Show your process. Let your audience see the behind-the-scenes, the people, the small wins, and even the missteps. You’re not just selling a hotel room or a destination. You’re selling a story people want to be part of. 2. Become the media company: You’re not a resort. You’re not a cruise line. You’re not a tourism board. You are a media company that happens to sell those things. That means you need to post every day like your survival depends on it, because it does. One video can change your quarter. One story can land a new partner. One post can fill rooms. This isn’t theory. I’ve seen it happen. 3. Educate or entertain. Every piece of content must do one or both: No one cares about your room upgrades or the plated dinner shot unless there’s a human hook behind it. Share staff stories. Show local culture. Tell me why your destination matters right now. Give me a reason to stop scrolling. If you don’t interrupt the pattern, you’ll never earn the attention. 4. Engage like a person, not a brand: Reply to every comment. Start conversations in the DMs. Reshare user content and tag them. The future belongs to brands that act like people. If you show up like a billboard, it will bury you. 5. Leverage borrowed trust: Partner with people who already have the audience you want. Influencers, creators, advisors, guests who love your brand. If they trust them, and they recommend you, you win. But don’t micromanage the message. Collaborate, don’t control. 6. Stop measuring vanity, start tracking velocity: Likes are not currency. But how fast your story spreads, how fast people comment, save, and share, that’s your new KPI. Speed is signal. If your content is good, it’ll move. If it’s not, it dies fast. 7. Start now. Not next month. Not next quarter: There will always be a reason to wait. But every day you’re silent, someone else is taking the attention you’re too slow to claim. And once someone else owns the conversation, it’s hard to get it back. Because again, and I’ll repeat it… The next billion-dollar brands, they won’t start with products. They’ll start with content. Audience first, physical products second. Because attention is the new supply chain. If you’ve got the trust, you can sell anything. So, are you building trust, or are you still just pushing product? The game has changed. And if you’re not adapting, you’re invisible.