New Travel Industry Survey Reveals Destination Websites Are Falling Short When It Comes to Representation

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In the latest MMGY Global Destination Marketing Technology Survey, destination marketers report a slight drop in website satisfaction year-over-year and name navigation and information architecture (46%), brand storytelling and editorial content merchandising (43%), and mobile experience (41%) as the top three changes that are needed to improve the user’s website experience. DMO marketers also acknowledged that further website enhancements are needed to better represent historically marginalized communities.

The survey was completed in June 2022 and includes input from over 155 destination marketers who provided their insights on the current and future states of marketing technology in the tourism industry.

Below are some of the biggest takeaways from the 2022 survey:

  1. Sixty-nine percent of destination marketers stated they were either extremely or somewhat satisfied with their organization’s website – a drop of 5 points vs. 2021, while 64% of respondents stated they were either extremely or somewhat satisfied with their organization’s email marketing – an increase of 2 points vs. 2021.
  2. Seventy-one percent of respondents believe that travelers with disabilities are either extremely or slightly underrepresented on their destination website. Additionally, 71% of respondents believe that their website is either extremely or slightly under representative of LGBTQ+ travelers; 62% of respondents believe that their website is either extremely or slightly under representative of Hispanic and Latino travelers; and 56% of respondents believe that their website either extremely or slightly underrepresents Black travelers.
  3. Confidence in the ability of tourism organizations to conform to consumer data regulations grew, with 33% of DMOs surveyed saying they are somewhat or extremely concerned about their organization’s ability to conform to consumer data regulations – a 35-point drop from 2021.
  4. The use of email automation also grew significantly year-over-year, with 59% of destination marketers acknowledging that they are using automation vs. 39% in 2021.
  5. The top three technologies that DMOs wish they could adopt if budget and resources would allow were:

    1. Website personalization (42%)
    2. Metaverse/VR (22%)
    3. Voice search/smart speakers (20%)

To view the full report for free, please click below.