Series: Signals & Strategies
By Barbara Karasek, CEO, AiOpti
When I’m out in the industry, whether speaking at a tourism summit, working with destination clients, or catching up with partners, I often hear a familiar refrain: “We know data is important, but we’re not sure we’re using it the right way.”
It’s an honest admission. Today’s marketers are surrounded by data but starved for clarity.
Most organizations, especially in travel, tourism, and hospitality, aren’t failing at data management. They’re just making a few avoidable mistakes that block the full value of their investment.
Let’s look at three of the most common pitfalls, what current trends say about them, and what smarter brands are doing instead.
We’ve been talking about the “death of the cookie” for years. Yet many brands still treat third-party cookies like a safety net.
It’s understandable. Cookies once made audience targeting feel effortless. But today, privacy regulations, browser restrictions, and tech changes have made third-party cookies unreliable and increasingly irrelevant.
In 2024, over half of DMOs reported that cookie deprecation is already impacting strategy, with 58% shifting to first-party data approaches, according to the State of Destination Marketing 2024 Report.
Encourage email and loyalty sign-ups
Use app engagement, Wi-Fi sign-ins, and surveys to collect opt-in data
Create value exchanges where the consumer willingly shares data
At AiOpti, we’ve seen destinations grow stronger when they stop relying on what they rent and start investing in what they own. That’s the foundation of our First-Party Data Advantage a future-ready strategy that protects against platform changes and regulatory shifts.
Data fragmentation is a silent killer of performance. Sales has one dashboard, marketing another, CRM a third, and finance a fourth. Nobody’s aligned.
This disconnect erodes trust. When marketing says a campaign drove bookings, but sales doesn’t see leads, people stop believing the numbers.
Over 50% of DMOs cited lack of data integration as one of their top obstacles in 2024, per ThinkDigital.Travel.
Conduct a data audit to map sources and ownership
Integrate systems using APIs, CDPs, or shared reporting tools
Align on key definitions like “booking” and “qualified lead”
Host cross-functional syncs using shared dashboards
When everyone operates from the same version of truth, decision-making accelerates. Silos fall, collaboration grows, and attribution becomes actionable. See how we help teams close the loop across their measurement stack.
Marketers love efficiency. But chasing low cost per thousand impressions (CPM) without context can backfire.
A $2 CPM may look great on paper. But if the audience isn’t qualified or the campaign doesn’t convert, it’s a waste.
According to SensorTower’s 2024 Travel Apps Report, travel app downloads grew 4.4% year over year, and in-app revenue surged nearly 20%. Brands optimizing for impact—not price—are outperforming.
Measure downstream metrics like engagement, lead forms, bookings, and revenue
Target quality audiences, even if CPM is higher
Align spend with ROI goals—not just media cost
At AiOpti, we don’t chase CPM. We drive sustainable value. Explore the difference in Smart Spend vs Cheap CPMs.
Here’s what’s shaping smarter data decisions in 2024:
DMOs are prioritizing first-party strategies as third-party support vanishes
Audiences are more price-sensitive, so value-based messaging is outperforming
Brands optimizing toward real business outcomes are gaining efficiency and loyalty
These mistakes—cookies, silos, CPM chasing—are symptoms of a larger challenge. Data is everywhere, but direction is rare.
What sets growth brands apart is intentionality.
At AiOpti, we embed three principles into every client relationship:
Data: Use what you own. Build resilient, compliant identity assets
Media: Activate campaigns that reach qualified, verified audiences
Measurement: Track outcomes with full attribution, not just impressions
If your team is asking:
“What’s our CPM?”
“Where did that booking come from?”
“Why don’t the dashboards match?”
Start asking:
“What first-party data are we building?”
“Where are silos holding us back?”
“Are we measuring real outcomes—or just visibility?”
You don’t need more data. You need better use of what you already have.
These common mistakes are not failures. They are signals. Recognize them. Address them. And turn your marketing into a lasting driver of value—for your visitors and your bottom line.
What is first-party data in tourism marketing?
It’s data you collect directly from consumers—emails, loyalty IDs, app usage, surveys. It is compliant, high-quality, and allows for more accurate targeting and attribution.
Why is a low CPM not always good?
A low CPM may increase visibility but not conversions. It’s more efficient to focus on actions like bookings or revenue—even if CPM is higher.
How do I break down data silos?
Start with a source map. Identify overlaps. Integrate systems. Use shared KPIs. Build cross-team rituals around a unified data strategy.