The Digital Tourism Trend Radar 2024 is a joint publication by Inside Labs and Visit Group. Based on a comprehensive survey of over 80 tourism decision-makers across Europe, the report identifies the key trends and priorities shaping the digital transformation of tourism destinations.
Survey Methodology
Over 80 decision-makers from European tourism organizations participated in the study. Respondents represented a diverse mix of destination marketing organizations, mountain resorts, regional tourism boards, and hospitality groups. The survey examined current digital maturity levels, investment priorities, and strategic focus areas for the coming years.
Focus Area 1: Understanding Guest Preferences and Behaviors
The first major theme emerging from the survey is the urgent need to better understand guest preferences and behaviors. Destinations recognize that building a comprehensive picture of who their guests are — what they search for, what they book, how they move through the destination — is the foundation for everything else.
- Collecting and unifying guest data across touchpoints
- Moving from anonymous traffic to known, authenticated profiles
- Understanding the complete guest journey from inspiration to post-visit
- Leveraging behavioral signals to anticipate needs
Focus Area 2: Building Relationships Through Personalized Marketing
The second focus area is the shift from mass communication to personalized, relationship-based marketing. Destinations increasingly understand that generic newsletters and one-size-fits-all campaigns no longer meet guest expectations. The goal is to deliver the right message, on the right channel, at the right moment.
Focus Area 3: Offering Customized Products to Increase Revenue
The third trend centers on revenue optimization through customized product offerings. Destinations that combine guest data with e-commerce capabilities can tailor product bundles, pricing, and upsell opportunities to individual guest profiles — significantly increasing conversion rates and average transaction values.
The full Digital Tourism Trend Radar 2024 report is available for download in English and German. Contact Inside Labs or Visit Group for your copy.
