The tourism industry is undergoing a dynamic shift, demanding closer collaboration between DMOs and travel brands like Skyscanner. This conversation delves into the power of destination partnerships, exploring how they can unlock impactful campaigns, navigate the ever-changing travel landscape and ultimately, shape the future of travel marketing.

Listen to the full Panel discussion with Katarina Kljajic, Industry manager at Google and Zeynep Mutlu, Principal Commercial Manager at Skyscanner, moderated by Anna Sawbridge, Director of Travel at Google, to discover actionable strategies, practical tips and inspiring examples to take your travel marketing to the next level.

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Here are some of the Key Highlights from the conversation:

1. Collaboration is Key: The conversation emphasised how DMOs and travel brands can collaborate to navigate common challenges like sustainability, adapting to the changing travel landscape and reaching broader audiences.‍
2. Data-driven Strategies: Merging data from various sources such as DMOs, Skyscanner and Google equips partners to overcome data silos and achieve optimal campaign performance through informed decision-making.‍
3. Putting Travellers First is Essential: Prioritising traveller needs isn't just good practice, it's a winning strategy. By fostering meaningful connections and exceeding expectations, brands can unlock customer loyalty and drive long-term success.‍
4. Long-Term Partnerships Effectiveness: These alliances go beyond transactional relationships, enabling transparent data sharing and a shared commitment to long-term goals.