Visit Albuquerque’s marketing decisions are informed by data. To gain insight into the outlook for leisure travel, we track research from industry experts including MMGY, Destination Analysts, Destinations International, the U.S. Travel Association and others. For example, at the end of September 2020, a traveler sentiment survey from Longwoods International and Miles Partnership showed:
We will continuously monitor and analyze this type of information as we develop our marketing messages. We also are tracking the following trends and using them as trigger points to initiate, deploy and scale our marketing campaigns targeted to leisure travelers:
In FY21, Visit Albuquerque will continue to target the same core visitor profiles for leisure travel as we have over the past few years:
Targeting methodology will remain flexible as new research becomes available and new targets or subsections emerge as opportunities for promotion.
In alignment with our efforts to position Albuquerque as a healthy city, many of our marketing messages will focus on outdoor recreation. In addition, research shows that many travelers plan to avoid crowded destinations in favor of locations where they can enjoy fresh air, scenic beauty and outdoor adventures. Albuquerque is fortunate to have an abundance of trails and open spaces where people at every skill level can practice social distancing in the outdoors. We’ll encourage visitors to stay, shop and dine while taking advantage of our outdoors and our great weather. We will also highlight Albuquerque’s affordability, since price is a factor in times of economic uncertainty.
We will monitor keyword searches and website traffic, and as people get more comfortable with traveling again, we will begin to expand our advertising to feature Albuquerque’s arts, culture, and attractions. People will feel safer traveling domestically rather than internationally, so we’ll promote only-in-Albuquerque experiences to generate excitement about our history and diverse cultural experiences that differentiate our city from other U.S. destinations. As we shift into this phase of marketing, our messages and ads will feature Native American traditions, Hispanic heritage, historic neighborhoods and authentic cuisine.
In all of our marketing efforts, we will emphasize ways the local hospitality industry is following safety protocols in their operations. Research shows that more than 75% of people say they will research how a potential destination is managing the COVID-19 situation before they make plans to travel there. We will promote the New Mexico Safe Certified program developed by the New Mexico Society of Association Executives (NMSAE) and the New Mexico Tourism Department and encourage businesses in the hospitality industry to become certified. We have started incorporating the Safe Certified logo into our advertising materials and on our website. The certification program will help instill confidence in travelers, who want to know what travel-related businesses are doing to keep them safe. We will also promote the New Mexico Safe Promise program developed by the New Mexico Hospitality Association with support from the hospitality industry encouraging individual commitments to adhere to COVID-Safe Practices (CSPs).
At the same time, we will use our communication channels to encourage visitors to do their part in being responsible travelers when they come to our city. It will be important to reassure residents so that they feel safe and comfortable in welcoming visitors to Albuquerque.
Our marketing channels to reach our target leisure audiences will include:
Through a cooperative program with the New Mexico Tourism Department, Visit Albuquerque has acquired new still photography and video assets that depict people enjoying the city while wearing masks and practicing social distancing. We will begin incorporating these images into our advertising and marketing campaigns in Q2 to demonstrate the city’s commitment to promoting safe, responsible visitation.
Our collateral materials also will reflect our commitment to promoting diversity, with a focus on inclusive representation within all marketing efforts. Photo and video assets will be representative of the many cultures and communities that call Albuquerque home. Advertisements, social media posts and website content will reflect the diversity of our residents and visitors. Existing content will be reviewed and new content will be developed to ensure inclusion. When appropriate, Visit Albuquerque also will partner with local organizations that represent these communities to elevate diverse voices, inform direction and approach, and participate in positive social change.
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