Destination marketing in 2026: What hoteliers need to know

AI visibility, measurable ROI, and always-on marketing are reshaping how destinations attract guests

Destination marketing is entering a new phase where hotels and destinations must demonstrate clear economic impact rather than just brand visibility. Budget scrutiny, evolving traveler behavior, and the rapid rise of AI-driven travel discovery are pushing destinations to rethink how they attract guests and measure success.

Hotels increasingly benefit from performance-driven destination campaigns that prioritize bookings, revenue contribution, and year-round visibility. Overall, the shift favors data-driven marketing, stronger collaboration between hotels and destination organizations, and strategies that balance brand inspiration with conversion-focused execution.

Key takeaways

• Revenue impact matters most: Destination marketing is increasingly judged by hotel bookings, visitor spend, and economic contribution rather than impressions or awareness metrics.
• AI changes how travelers find hotels: Generative AI search and recommendation tools can influence destination choice before travelers even visit hotel websites, making digital visibility essential.
• Budgets require stronger ROI proof: Marketing funding is under scrutiny, meaning hotels and destinations must demonstrate measurable performance to justify investment.
• Always-on promotion becomes critical: Continuous marketing visibility throughout the year helps destinations capture demand whenever travel intent arises.
• Data collaboration benefits hotels: Better use of traveler data enables more targeted campaigns that can directly drive occupancy and revenue.
• Personalization still underdeveloped: Many destinations struggle to personalize marketing due to content and data limitations, leaving opportunity for hotels with strong guest data strategies.
• Content demand is rising fast: Video, social, and AI-optimized content are becoming essential for destination storytelling and hotel visibility.
• Brand and performance must work together: Over-focusing on short-term bookings can weaken long-term destination appeal, so balanced full-funnel marketing remains key.

Source: Sojern's 2026 State of Destination Marketing

Enjoying this analysis? Hospitality.today delivers daily insights on hotel distribution, AI trends, and travel commerce — straight to your inbox. Subscribe for free at Hospitality.today →