Jennifer Axness
Originally published on City Nation Place
As traveler expectations evolve, Destination Management Organizations (DMOs) must rethink how they engage audiences throughout the travel journey – starting with inspiration. Recent research from Amadeus, drawn from 6,000 global travelers, reveals how motivations, behaviors, and technology preferences are reshaping the path to discovery.
The findings highlight key opportunities for DMOs to capture attention, build trust, and convert interest into bookings. Below, we explore five core insights from the Travel Dreams report and what they mean for destination marketers.
1. Social and Immersive Content Lead Digital Inspiration
While word-of-mouth remains influential, travelers are increasingly turning to digital sources for inspiration. Social media ads, content from travel influencers, and immersive visuals are quickly gaining traction—particularly among younger audiences.
- 33% of travelers now cite social media ads as a source of inspiration (up from 23% five years ago).
- 45% of Gen Z travelers look to social media to decide where to go next.
- Influencer-driven content has grown from 20% to 29% as a decision driver.
What this means for DMOs: A diversified digital content strategy is now essential. High-quality visuals, short-form video, and influencer collaborations should be core elements of your marketing mix to reach and engage the next generation of travelers.
2. Natural Beauty Still Sells But Presentation Matters
Despite digital trends, emotional drivers remain consistent. When asked what inspires destination choice, travelers across all generations ranked stunning landscapes as their top motivator (60%), followed by cultural experiences and cuisine.
Takeaway: Travelers are drawn to authenticity and beauty but expect to experience these through compelling digital storytelling. Visual assets should evoke a sense of place while aligning with the values and interests of your target audience.
3. Virtual Experiences Build Confidence and Drive Conversion
Interest in virtual tours is rising. Globally, 70% of travelers are likely to explore a destination virtually before committing to a trip. This figure is even higher in markets like India (86%) and China (85%).
Why this matters: Virtual content builds trust by reducing uncertainty. For DMOs, it presents a powerful opportunity to showcase hotels, experiences, and attractions in a way that is immersive and informative, particularly for long-haul, group, or accessibility-sensitive travelers.
4. Safety and Sustainability Influence Destination Choice
Safety has become a leading concern for travelers when selecting a destination—ranked more important today than five years ago by a significant margin (58% vs. 51%).
In parallel, interest in sustainability continues to grow:
- 25% of travelers now prioritize access to electric or hybrid vehicles when renting cars.
- Younger travelers and guests from India and China are especially focused on responsible travel options.
Strategic Implication: DMOs that proactively promote safe travel environments and sustainability credentials will build stronger emotional connections with travelers that prioritize these values. Learn how technology can help destination adopt more sustainable practices by reading this blog post.
5. Personalization and Technology Must Work Together
Travelers are willing to share data when the value exchange is clear:
- 52% would share personal information in return for personalized offers.
- Business travelers are especially open to personalization, with 66% seeking tailored experiences and 41% interested in AI-powered personalization.
Meanwhile, 50% of leisure travelers say they want hotels to know them better and provide a personal welcome.
For DMOs: This signals a need to collaborate with hospitality partners to deliver unified, data-informed campaigns and booking pathways. Personalization should be thoughtful, relevant, and designed to enhance, not replace, the human touch.
Looking Ahead: Rethinking the Destination Experience
At Amadeus, we believe that the future of destination management lies in a seamless blend of human connection and digital intelligence. DMOs that adapt to shifting consumer behavior, invest in forward-looking data insights and meaningful content, and leverage the right technology partners will be best positioned to drive demand and long-term loyalty.
Understanding traveler behavior and intent through data is key for destinations to plan and align their strategies with what travelers truly seek.
Curious about the latest travel trends in your region? Click here to explore the insights.
