RateGain Highlights Sojern's 2026 Destination Marketing Report Findings
RateGain's acquired platform, Sojern, released the "State of Destination Marketing 2026" report. It reveals economic impact measurement is the top DMO priority, driven by a shift to performance-led marketing. AI is increasingly used for content and data analysis, while traditional awareness focus is declining. DMOs are prioritizing conversion and ROI metrics.
This announcement is a press release about a report's findings, not a direct business update or financial result for RateGain. The impact on the company is indirect and informational.
The announcement is a press release highlighting findings from a report. While it discusses industry trends and priorities, it does not contain specific financial results or forward-looking statements that would indicate a positive or negative sentiment for RateGain itself.
RateGain Travel Technologies Limited announced the launch of Sojern's "State of Destination Marketing 2026" Report, an analysis of how destination marketing organizations (DMOs) are adapting to economic pressures, performance expectations, and AI advancements. The report, based on insights from over 350 DMOs globally, identifies the measurement of economic impact as the top strategic priority for DMOs, superseding metrics like visitation and engagement. This indicates a shift towards performance-led marketing and a demand for demonstrable return on investment.
The report highlights that globally, conversion and ROI metrics (72%), economic impact data (72%), and customer engagement data (41%) are the most critical proof points for stakeholders. In North America, 79% of DMOs prioritize hotel room nights and direct revenue. Europe sees 31% of DMOs concerned about funding risks, while in the Middle East, Asia, and Africa (AMEA), 88% of DMOs emphasize conversion as the key metric.
Regarding campaign strategies, DMOs are evenly split between stage-specific (47%) and full-funnel (47%) approaches. North America heavily favors mid- and lower-funnel activities, with a significant increase in conversions as a main goal. Globally, focus on awareness has decreased substantially from 2025 to 2026.
The report also addresses the impact of AI, with over half of DMOs (51%) preparing for AI-driven search disruption, and 31% expecting their websites to become a primary source of information for AI. AI adoption is accelerating, with two-thirds of DMOs using it for content creation and a significant jump in its use for data analysis. However, AI maturity varies, with 16% not using AI at all.
Personalization efforts have stalled, with only 9% of DMOs describing their advertising as advanced. Data, while trusted, is underutilized during live campaign execution. Paid social remains the most used digital channel, with Instagram and Facebook leading, though TikTok and Display advertising usage has declined, signaling a focus on performance-oriented channels. Co-op marketing remains crucial for reaching wider audiences and sharing costs, despite complexities in partner management.
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Rategain Travel Technologies Limited filed this with the NSE as a statutory disclosure, categorised under other company updates. It is a primary document, not a recommendation, and the desk marks it low impact, the band that almost never moves a portfolio on its own.
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See the model portfoliosA plain-language summary of a public exchange filing by Rategain Travel Technologies Limited. Read the original for the full detail.