Travel is no longer just about getting away; it’s about why people go in the first place. For some, it’s to connect with a new culture. For others, it’s to pursue a lifelong passion. And increasingly, destination marketers are evolving their strategies to align with these motivations.
At Sojern, we help Destination Marketing Organizations (DMOs) connect with the travelers who matter most—those who spend more, stay longer, and come back for more. Whether they’re driven by purpose or passion, our travel-intent audiences and always-on insights help you meet them at every stage of their journey.
Here’s a look at how we’re helping DMOs attract two key high-value segments: Experiential and Enthusiast Travelers.
These travelers aren’t chasing checklists. They’re seeking authentic, meaningful, immersive experiences that go beyond the traditional tourist experience. Experiential travel is on the rise, and this isn’t just a trend anymore. It’s becoming the norm. The market has seen sustained growth year over year and doesn’t show signs of slowing down. Cultural explorers, wellness seekers, and sustainability advocates all fall into this segment.
In fact, 98% of travelers say experiences influence their destination decisions, making this audience both emotional and strategic to reach. This is especially true for millennials, who make up a significant portion of travelers prioritizing experiential travel. Research shows that 86% of millennials seek trips that offer deep cultural connections, and 71% are willing to cut back on everyday comforts like coffee and takeout to save for these types of experiences.
What these travelers might look like:
How your destination can connect:
Experiential travelers are all about connection. They want to feel the heartbeat of a place through its culture, people, and everyday moments. But then there are enthusiast travelers: the ones who travel with a purpose. They build their entire trip around a passion, whether it’s golf, snow sports, food, music, or something else they love. These aren’t casual visitors. They come back, they bring friends, and they’re eager to dive deep. They also tend to spend more on gear, guided experiences, group travel, or simply going all-in on what brings them joy.
Whether you’re tapping into the $2.1T culinary travel market or the $42B golf tourism sector, we help you find these audiences based on actual planning behavior, not assumptions.
Let’s break down an example of this:
Campaign Goal: Reach Golf Lovers Where They’re Planning
Looking to turn your destination into a must-visit for golf travelers? This campaign is built for destinations that want to tap into the passion and spending power of golf enthusiasts—and give them a reason to book.
Perfect for destinations that want to:
Who we’ll reach:
We’ll connect you with the right travelers with the experiences they crave, on and off the green.
Some of the most forward-thinking DMOs are proving just how powerful personalized marketing can be.
Visit Orlando and VisitPITTSBURGH are leaning into campaign strategies that reflect how travelers actually plan and book, not just assumptions. Visit Orlando fine-tunes messaging based on everything from regional travel patterns to family size and cultural preferences, creating campaigns that truly resonate. Their segmentation goes deep, with 6 to 8 key segments including culinary and outdoor focused travelers. They used a data driven approach to determine which would deliver the best returns.
And it’s working.
When VisitPITTSBURGH teamed up with us to target art lovers, culture seekers, and outdoor explorers, they saw a 19:1 return on ad spend and drove over $1.4M in economic impact.
Why? Because personalization pays off, especially when it’s grounded in real signals, not educated guesses. You can learn more in our State of Destination Marketing 2025 report.
The right travelers aren’t generic, they’re specific. And we can help you find them.
With Sojern, you can activate curated, behavior-based audiences that align with what travelers are actually searching for. So whether you’re aiming to drive shoulder-season travel, attract value-led visitors, or boost repeat visits, we’ve got the tools, data, and insight to help.
Ready to build campaigns that resonate?
Let’s talk. We’ll help you connect with the right travelers, at the right time, with real results.
European DMOs are shifting toward brand-led, collaborative, and data-driven marketing strategies in 2025.
U.S. DMOs are redefining destination marketing in 2025.
Key 2025 LGBTQ+ travel trends from Sojern, Sonders & Beach, and ELTA.
We’re ready to help you take the guesswork out of your digital marketing. Contact us to tap into the travel industry’s most intelligent marketing platform.
