The post Three Must-Know Trends for 2026 appeared first on Red Sage Communications, Inc..
]]>Read on for what I think are the three must-understand trends for success in 2026.
In April 2024, the U.S. Department of Justice issued a final rule under Title II of the Americans with Disabilities Act. It explicitly required that websites, mobile apps, and digital content operated by public entities be “accessible” to the standard of WCAG 2.1 Level AA.
The rule applies to:
• State and local governments
• Public entities and community organizations that receive or administer federal funds
• Destination marketing organizations and tourism entities operating under a governmental or quasi-governmental structure
And the timeline is equally clear:
• April 24, 2026 – Compliance deadline for public entities serving 50,000 or more residents
• April 24, 2027 – Compliance deadline for public entities serving fewer than 50,000 residents
If you’re wondering what this requirement includes, it’s all the following:
• Primary and secondary websites
• Event and campaign microsites
• PDFs, forms, and downloadable resources
• Embedded third-party tools
• Video and audio content
Bottom line – accessibility is no longer a design preference or a legal gray area. It is a regulated requirement with an enforcement clock already running.
If you’re reading this and concerned about your ability to meet these deadlines, Red Sage can help. Our agency offers specialized support for implementing initial compliance, and for ensuring ongoing compliance.
It was bound to happen. As “AI slop” proliferates across digital medium, we’re seeing a backlash. And brand authority is again becoming the MVP of effective marketing. That shift is why brand awareness matters more than ever in the modern travel economy.
The data is clear. People want REAL. For community and destination organizations, as well as tour operators, that means authority building through:
• Clear, consistent points of view
• Fact-based storytelling grounded in local reality (and real images!)
• Alignment between brand promise and lived experience
• Accessibility and transparency as signals of genuine care for customer experience
From a strategist’s perspective, this means your marketing should prioritize quality. One user-aligned trail map, one intentionally off-road visitor’s guide, or one accessible planning resource can outperform dozens of generic content items!
We’re several years into the AI evolution (or revolution, depending on how you see it.)
Organizations pulling ahead aren’t those activating the most tools, but those with the clearest guardrails for use. Yep. In 2026, AI success is defined by governance—how decisions are made, reviewed, and owned. AI is also changing discovery itself, including how search results appear through summaries—see how AI summaries are reshaping search advertising.
If you have not yet defined how AI is used within your organization or company, now is the time to put pen to paper! In consulting with our partners and clients, we recommend considering the following questions:
• Where AI is appropriate and where human judgment is non-negotiable?
• How are accuracy, bias, and source validation handled?
• How does AI-assisted content align with accessibility standards?
• Who is accountable for public-facing outputs?
• Do your partners (e.g. agencies, vendors) have AI guidelines in place?
Yes, drafting an AI use policy takes effort. But I’ve found it forces a level of clarity in a rapidly evolving, still largely unaccountable technology ecosystem.
If you’re serious about your advertising, marketing, and content campaigns retaining efficacy, having clear standards for AI use is now a must have. Not only for the benefit of your internal team, but for all those who engage with your brand! It’s the best path for ensuring you can tell the authentic story you want to tell – and one that drives visitors and revenue.
Note: A version of this article appeared originally in the National Tour Association’s Contact ’26 program. For more strategic insights from Michelle Stark, Red Sage’s V.P. of Sales & Marketing, sign up for our newsletter or connect with Michelle on LinkedIn & Facebook.
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]]>The post The Rise of Social Media as a Search Engine appeared first on Red Sage Communications, Inc..
]]>The way people search for information has changed, and it continues to evolve quickly. While traditional search engines still play an important role, social media platforms are now a primary destination for discovery. What once centered on scrolling and entertainment now includes active product, recommendation, tutorial, and local experience searches. Social media has effectively become a search engine in its own right.
Today’s consumers increasingly turn to platforms like TikTok, Instagram, YouTube, and Pinterest for answers. Instead of typing a question into Google, users search directly within social apps where they can immediately see videos, images, comments, and real-world examples. This shift reflects a preference for fast, visual, and relatable information that feels authentic and easy to digest.
As Sanctuary Marketing Group explains, social platforms now function as discovery engines. Users actively search keywords, explore hashtags, and rely on algorithm-driven recommendations to guide decision-making. In many cases, this happens earlier in the customer journey than traditional search ever did.
One reason social media search has gained traction is trust. People often prefer content created by other users over polished brand messaging. User-generated videos, reviews, and comments offer social proof and real experiences that feel more credible than static web pages. As a result, social platforms help users validate decisions quickly and confidently.
Additionally, social search is inherently visual and mobile-first. Users can see products in action, watch step-by-step tutorials, and get answers in seconds. This immediacy is especially appealing when people want inspiration or practical guidance without digging through long articles.
This shift highlights an increasingly important concept known as capturability. Simply put, capturability refers to a brand’s ability to be found at the exact moment someone is searching, wherever that search happens. As consumer journeys fragment across platforms, brands must align marketing and content efforts so they are visible, relevant, and useful at key decision points. Social media search plays a critical role in that alignment.
When brands fail to account for social search, they risk losing attention to competitors who better understand where and how audiences are searching. Capturability is no longer limited to ranking on Google. It now depends on showing up in social feeds, search results within apps, and algorithm-driven discovery spaces.
For businesses, this evolution requires a shift in strategy. Social content must do more than entertain. It needs to answer questions, use relevant keywords naturally, and align with how users search on each platform. Optimizing profiles, captions, hashtags, and video descriptions helps ensure content is discoverable when it matters most.
At the same time, brands should view social search as a complement to traditional SEO, not a replacement. Search is becoming more dynamic through AI-driven summaries and evolving user behavior. Successful strategies account for this complexity by blending search, social, and content into a cohesive approach.
Ultimately, social media is no longer just a place for engagement. It is a core discovery channel where people search, evaluate, and decide. Brands that recognize social platforms as search engines and optimize for capturability will be better positioned to meet audiences where they are and when they are ready to act.
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]]>The post “Smarketing” Strategy: How to Align Sales & Marketing appeared first on Red Sage Communications, Inc..
]]>I ask a lot of targeted business development and sales questions, so I can determine what strategic mix of marketing, advertising, public relations, etc. will deliver the best return on investment.
As a result, I’ve pretty much seen and heard it all when it comes to “challenges” between sales and marketing teams.
“My sales teams are doing all the work, I’m not sure what ROI I’m actually getting from marketing.”
“We spend a lot in marketing, but sales reps say none of the leads coming in are qualified.”
“I want a better sales-marketing alignment. I don’t think everyone’s on the same page on where to spend time and money.”
Out of curiosity, I did a quick ChatGPT search, to see what the trend-line looks like for searches related to sales and marketing alignment. I validated this in Google’s Keyword Planner and was not surprised to see that starting back in October 2024, queries around “sales and marketing alignment” shot up, and have continued an upward climb overall.
Variations on “align sales and marketing goals” are common queries. Searchers are often looking for frameworks for setting shared KPIs (e.g. revenue targets, pipeline metrics) instead of conflicting quotas. In more advanced circumstances, they might be looking for a sales–marketing “SLA” (Service Level Agreement) to firm up joint goals.
I’ve certainly FELT this shift in the business world, talking with both B2B and B2C-focused companies. At recent conferences in the destination, attraction and experience industry, which has its own unique splits when it comes to sales and marketing, peers have also voiced frustration.
So how do you actually get sales and marketing working together seamlessly? Well, I can’t promise it’ll all be rainbows and unicorns all the time, but I do have a lot of experience designing purposeful integrated marketing and advertising that fuels a qualified sales pipeline. One thing I’ve learned is that high-functioning companies, regardless of size, need to embrace a “smarketing” philosophy from the top.
If you’re the one who sets the high-level vision for your company’s growth, this change starts with you – specifically, a commitment to build transparency.
My personal mantra on “smarketing” integration is that marketing should live in service of sales. Fellow marketers, I know that might be… frustrating… to read. But it’s true. Marketing exists to grow brand/market share that will drive sales outcomes. Whether you’re building a qualified inbound conversions pipeline, or funneling leads direct to live sales reps, the goal is the same – set the table for sales to close deals!
Here’s what I’ve learned works really well for activating a “smarketing” philosophy immediately… Adopting any of these will help you in your journey. Adopting all of them is even better!
77% of companies say holding frequent sales–marketing meetings is their #1 alignment tactic. Why? It works. But there’s another step that can yield even greater outcomes. At least once a year, if not bi-annually, growth leaders should bring sales and marketing teams together for a “high-level” overview of the company’s growth strategy. This communication should include VERY CLEAR tie-ins with how marketing strategy + sales strategy are expected to meet growth targets.
One of the challenges some agencies have is proving to clients through data, exactly how marketing is driving sales. It’s unfortunately VERY common for marketing teams to be focused exclusively on marketing metrics (e.g. impressions, view-throughs, event conversions, ROAS) while sales teams are focused exclusively on closings and contract values.
Initiating shared KPIs across both groups, with visibility and regular outcomes review is critical for breaking down the silos. The old saying we “manage to what we measure” applies here… so give your teams a foundation from which they can start to understand what’s working and what’s not within the larger pipeline.
In 2026, integrating tools (CRM, automation platforms, analytics) so both sales and marketing teams share insights is increasingly crucial for business success. Another fun fact from Google’s data… There’s been a boom in searches recently around “sales and marketing alignment tools” and best all-in-one CRMs that pull together databases, lead scoring, and marketing-sales dashboards. It should be obvious, but if it’s not… I’ll say it plainly. The more technologies your employees have to manage, the less effective they will be.
Sometimes people will ask me for guidance on effective lifecycle marketing strategies. I always stress that a quality tech stack is huge. To do LCM well, you mut have a “single view” of your customer’s engagement with you through time (whether you’re selling plumbing maintenance service or booking trips to Madrid.)
Last but not least, make sure you foster opportunities for sales and marketing teams to get to know one another. You know, as people. Joint planning sessions, interdepartmental trainings, shared customer feedback – all of it goes a long way to make people feel like they’re rowing in the same direction. There’s no room for blame culture in a high-functioning, high-ROI “smarketing” department. But to eliminate blame, you need a foundation of trust.
Long-term, adopting an operational framework can also ensure you align sales and marketing well. For rapidly-growing or scaling organizations or mid-sized companies, this can be the most effective path. Here are a few which you may have heard of (or heard me talk about in conversations…)
Account-Based Marketing (ABM) – ABM is a strategic approach requiring tight sales–marketing coordination. It had a big spike in interest in 2021 and 2022, coming out of the pandemic, and has continued to draw interest. By some estimates, 60% of companies were using ABM to align teams by 2021.
Sales Enablement – The term “sales enablement” (equipping sales with content, insights, and training from marketing) has been surging in interest for a long time. This framework is a favorite of mine… and I routinely advocate for new, stronger sales enablement practices within our agency. Over time we’ve seen reduced friction, faster proposal generation, and increased onboarding clarity around goals and objectives for new partners.
Because our agency has special expertise in destination, attraction, and experience marketing, I’d love to share a few last notes specific to that segment.
In tourism, sales and marketing often talk past each other because they’re optimizing for different moments in the traveler journey. To solve this, here are a couple of strategies…
Get your teams together (or work with your agency research partner) and jointly define intent stages (e.g., dreaming → planning → booking → on-site → advocacy.)
Map which channels and content marketing owns at each stage (inspiration content, itineraries, offers) and where sales or partners step in (group sales, ticketing follow-ups, travel trade, convention sales.)
Then, agree on what “sales-ready” means in your context:
Why does this work? Sales teams get actual context, not just form fills. Marketing focuses less on raw volume and more on intent quality, which is critical in seasonal markets. And, in the end, both teams rally around the same traveler outcomes!
Tourism buyers respond emotionally. Sales teams hear this every day—but marketing often doesn’t.
To fix this, create a simple monthly feedback loop where sales shares:
Marketing can then turn that input into:
In a process like this, messaging is way more authentic and conversion-minded. Sales feels more invested in marketing outcomes and like they have a “voice” at the table. Over time, marketer content comes to reflect real traveler language—not just brand language.
For a strategy consult on improving your own smarketing outcomes in 2026, connect with me at [email protected]!
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]]>The post Award-Winning Work: Red Sage Earns HSMAI Honors appeared first on Red Sage Communications, Inc..
]]>We’re excited to share that Red Sage Communications earned a Silver and Bronze HSMAI Adrian Award for our paid and organic social media work with Positively Decatur. These awards honor excellence in travel marketing. Each entry is judged based on marketing objectives, creativity, quality, content, and results.
The City of Decatur has long worked to build positive perception and awareness both inside and outside the community. Through an ongoing partnership, Red Sage has grown Positively Decatur into a storytelling initiative that thrives on authentic, organic content. The strategic paid and organic social media approaches foster a powerful sense of ownership among residents by giving them a place to see, celebrate, and share their own community’s story.
We’re grateful to the City of Decatur for trusting Red Sage with this important storytelling initiative. These awards reflect not only the team’s creativity and strategy but also the power of collaborating with visionary clients. Read the full case study.
At Red Sage, we help destinations, places, and organizations tell their stories in ways that inspire and connect. If your organization is ready to make an impact through creative marketing and brand strategy, contact VP Sales & Marketing, Michelle Stark, at [email protected], to start the conversation.
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]]>The post Why Every DMO Should Conduct a Year-End Marketing Audit appeared first on Red Sage Communications, Inc..
]]>As the travel season winds down and holiday campaigns hit full swing, many destination marketing organizations (DMOs) shift their focus to performance reports, board presentations, and setting goals for the new year. But there’s one crucial step that often gets skipped: the year-end marketing audit.
An audit isn’t just a box to check. It’s the strategic pause that separates “guessing what’s working” from knowing what’s driving results.
At Red Sage, we partner with DMOs, attractions, and tourism organizations across the Southeast and beyond to help them take stock of their marketing ecosystems, not just to evaluate, but to evolve.
A marketing audit is a comprehensive review of your brand’s performance across every channel, campaign, and audience touchpoint. For DMOs, that means looking at everything from paid media and social strategy to community engagement, PR, and visitor conversion. The goal isn’t to point out what went wrong, it’s to uncover where you’ve gained traction, what can be optimized, and how to carry your momentum into 2026.
Unlike a simple analytics report, a DMO-focused audit tells a story: Are we connecting with travelers in meaningful ways? Are we investing in channels that actually move people from interest to visit? Are we delivering consistent experiences across every touchpoint?
First, revisit your mission and objectives. Are your 2025 marketing initiatives still in step with your long-term tourism goals? Over the past year, traveler priorities have evolved — from valuing sustainability and authenticity to seeking less-crowded destinations.
A strategic audit helps ensure your messaging reflects who you are now and who your audience has become.
Analyze how your campaigns performed across platforms. Which channels actually drove measurable engagement and conversions? Which ones are underperforming — and why?
This is where metrics meet meaning. Don’t stop at reach or impressions; dig into behavioral data. How many itinerary downloads did your content inspire? How many travelers clicked from your social ads to your partner sites? Read more about conversion driven KPIs from our recent blog here.
DMO budgets are always a balancing act, especially when funding depends on tourism tax revenue or grants. A marketing audit helps you evaluate where your spend created the most return.
Which efforts actually led to increased visitation, overnight stays, or local engagement? Which ones might need reallocation? An honest look at ROI now can save thousands later, and help you make the case for budget increases in 2026.
Behind every campaign is a network of people, partners, and processes. A year-end audit is also a chance to ask: Are we working smarter, not just harder? How efficiently are internal teams collaborating with outside agencies or tourism boards? Is reporting streamlined or siloed? Identifying communication gaps can often unlock more value than an ad buy.
When we work with DMOs like City of Decatur’s Positively Decatur campaign, and Huntsville Botanical Garden, we don’t just look backward: we use audits as launchpads for what’s next.
For Decatur, that meant identifying which audiences were most responsive to community storytelling, which channels generated the most engagement, and where new opportunities existed to drive visitation. That insight helped shape a campaign that reached 1.7 million people and earned the Excellence in Marketing Award from Main Street Alabama.
For Huntsville Botanical Garden, a similar reflection revealed the power of emotional connection, connecting people not just to plants, but to place. That insight inspired a multi-phase campaign that boosted memberships and won two Gold ADDYs.
A year-end marketing audit isn’t just about reporting; it’s about realigning. It helps your DMO start the new year with clarity to know where to invest, what to refine, and which stories to amplify. At Red Sage, we help DMOs uncover what’s working, where opportunities lie, and how to transform insight into strategy.
Whether you’re preparing your 2026 marketing plan or simply want to benchmark your performance, now’s the time to pause, reflect, and reset.
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]]>The post Strategic Takeaways for Destination Marketers, if you Missed This Year’s Travel Exchange appeared first on Red Sage Communications, Inc..
]]>NTA introduced several upgrades this year — most notably TREXconneX, a QR-based badge-scanning tool that automatically compiles your post-show contact list. The event also added a new Destination Hub and Learning Lab, two formats designed to make networking and education more efficient and targeted.
If you’ve ever left a conference with a stack of business cards and no clear memory of who said what, this is a step in the right direction. The shift toward structured, tech-supported connections reflects where the industry is heading: fewer manual tasks, more intentional partnering. As a Corporate Partner to NTA, we appreciate the organization’s commitment to innovation that drives improvement in sustained human connections.
TREX 2025 saw a 44% jump in first-day registrations compared to last year. This builds on growth from the 2024 show in Huntsville, Alabama which enjoyed a 12% increase in attendance over the previous year. As NTA’s partner agency for content marketing and social promotions, Red Sage takes great pride in supporting these year-over-year registration increases. We believe they reflect not only excellence in the marketing of NTA’s conferences, but also in the strategic leadership NTA demonstrates in adapting to member needs (see the tech-example above.)
At this year’s conference, Red Sage V.P. of Sales & Marketing Michelle Stark was tapped for a well-attended presentation on acquisition – specifically, how to build an effective marketing-to-sales pipeline for destinations, attractions, and tour operators. Here are some quick-takes from her presentation that resonated strongly with the audience:
Multi-day tours, curated itineraries, and group experiences are still in high demand regardless of segment. Our research and conversations on the floor validate the idea that travelers want structure, reassurance, and a sense of value. If your product lineup hasn’t been refreshed in a couple of years, now’s the time. If you need “fresh ideas” on how to do that, connect with our team!
Throughout NTA’s Travel Exchange, Ottawa Tourism leaned into great storytelling. From heritage experiences, to neighborhood food scenes, we really got a taste of Canada’s capital city. One of our favorite memorable moments was stepping out of customs. A friendly rep was there handing out bags of ketchup-flavored popcorn (who knew?!) and only-in-Canada novelties.
We routinely advise destination marketers, economic development organizations, and other partners about the importance of embracing a slower pace. Ottawa did that well for us, showcasing its assets thoughtfully. In 2025, the data was very clear that itineraries built for immersion (we like to say quality over quantity) can be far more effective when marketed to the right audiences. No one really wants a “checklist” any more. They want a unique story to share when they get home.
Looking for a strategic partner to plan more successful advertising and marketing initiatives in 2026? Reach out to the Red Sage team for a virtual (or in-person) coffee… and let’s brainstorm together!
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]]>The post Red Sage Wins Big With MarCom Awards appeared first on Red Sage Communications, Inc..
]]>Our integrated marketing campaigns with Cook’s Pest Control showcase the brand’s high-quality services and technicians across social media, video, digital, and traditional channels. With a deep understanding of the audience’s needs in each season, our creative outputs enable us to tailor our messaging and visuals to drive leads, measurable engagement, and long-term brand growth.
The “This Could Be You” video brings the spirit of opportunity to life, showcasing how curiosity starts with a spark, and careers at Mazda Toyota Manufacturing are not only attainable but exciting, innovative, and impactful. The video’s storytelling approach allows the North Alabama region to visualize a career at MTM and instill pride in the internal and external communities.
For both the Huntsville Botanical Garden and Port of Huntsville, our teams delivered modern, engaging websites built to elevate visitor experience and drive engagement. Each project demonstrates how thoughtful design and clear messaging can strengthen destination and brand storytelling.
The MarCom Awards, presented by the Association of Marketing and Communication Professionals (AMCP), celebrate excellence in marketing and communication while recognizing the creativity and hard work of industry professionals. Judges are industry professionals who look for talent that exceeds a high standard of excellence and serves as a benchmark for the industry. Entries are evaluated on creativity, execution, message effectiveness, and overall impact. This recognition positions our work alongside that of leading creative agencies across the world.
We’re grateful to our clients who trust our vision and partnership to bring their stories to life through tailored marketing solutions that drive real results. Every project is a shared journey built on collaboration, creativity, and a deep understanding of our clients’ goals. Recognition like this is a testament to our team’s strategic and creative approach, and to the power of working alongside forward-thinking clients who inspire us to keep pushing boundaries and delivering meaningful impact.
At Red Sage, we’re committed to helping destinations, places, and organizations tell their stories in ways that inspire and connect. If your organization is ready to make an impact through creative marketing and brand strategy, contact VP Sales and Marketing, Michelle Stark, at [email protected], to start the conversation.
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]]>The post 2026 Trends To Implement In Your Marketing Plan appeared first on Red Sage Communications, Inc..
]]>Artificial intelligence is no longer an experiment; it has become a core part of how DMOs operate and how travelers discover destinations. From AI-generated itineraries to chatbots answering visitor questions, AI is changing expectations around personalization and speed. For DMOs, this means preparing content that AI systems can surface, training staff on new tools, and piloting AI-driven solutions that help stretch resources. The organizations that lean in early will be better equipped to reach travelers who are already relying on AI for trip planning.
Political instability, tariff disputes, and visa changes created significant headwinds for international visitation in 2025. Reports showed inbound travel declining in key markets, with some travelers perceiving the U.S. as less welcoming. DMOs cannot afford to overlook global sentiment. Going into 2026, clear messaging, reputation management, and reassurance campaigns will be essential for rebuilding trust with international audiences.
Financial uncertainty remains a recurring theme. While travel budgets have largely held steady, risks tied to inflation and recession continue to loom. Industry forecasts, such as CWT’s 2026 Global Business Travel Forecast, suggest that costs may stabilize but not necessarily decline. For DMOs, this means making every dollar count. Budgeting must be flexible, with scenario planning that accounts for best- and worst-case outcomes. Because some organizations operate on a calendar year and others on a fiscal year, it is also important to align marketing timelines with funding cycles and give campaigns the runway they need to succeed.
With so much data available, it is easy to default to surface-level numbers like impressions and clicks. But vanity metrics don’t always translate into meaningful traveler engagement. In 2026, the winners will be the DMOs that look deeper—tracking conversions such as itinerary downloads, tour guide requests, event ticket sales, or newsletter sign-ups. As outlined in Simpleview’s Future of Tourism Report, organizations that use data strategically are able to make stronger, faster decisions that drive measurable impact. A year-end audit can help DMOs identify what they are tracking well, what’s missing, and how to align KPIs more directly with long-term goals.
Travelers are increasingly seeking experiences that align with their values. Sustainability, inclusivity, and authentic storytelling have moved from being “nice to haves” to essential parts of destination branding. According to Simpleview’s research, DEI and sustainability are now central to tourism strategies worldwide. For DMOs, that means highlighting community voices, showcasing sustainable practices, and creating hyper-local narratives that resonate with today’s conscious traveler.
Large-scale events will be major drivers of travel in 2026. With FIFA 2026 and the America 250 celebrations on the horizon, host cities and surrounding regions will see unprecedented demand. At the same time, more travelers are turning to off-season and shoulder-season trips to avoid crowds. Reports from Bandwango highlight both mega-events and hyper-local storytelling as levers that DMOs should leverage. Preparing early with campaigns that extend beyond the event itself, and offering value-driven packages for off-peak seasons, can ensure a steady flow of visitors throughout the year.
Finally, resilience remains a critical priority. DMOs face uncertainty from political changes, economic pressures, and global events that can shift traveler sentiment overnight. The destinations that thrive will be those with strong crisis communication plans, proactive monitoring of traveler perceptions, and the agility to adjust messaging quickly. Transparency and authenticity will continue to be essential tools for building and maintaining trust.
The year ahead is filled with both challenges and opportunities. AI, traveler sentiment, budget realities, and purpose-driven tourism will all play defining roles in shaping how DMOs operate. At Red Sage, we believe the key to success is turning these insights into action, through smart planning, authentic storytelling, and adaptable strategies that help destinations shine no matter the circumstances.
If your organization is ready to align with these 2026 trends and take a proactive approach to the year ahead, our team at Red Sage is here to help.
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]]>The post The Social Media Playbook for Small Staffed DMOs appeared first on Red Sage Communications, Inc..
]]>The good news? With the right strategies and tools, even a small DMO team can outperform its size on social media. Here’s how.
Social media is no longer optional for destinations. In fact, it’s where travelers find inspiration, share experiences, and make decisions. Research indicates that 91% of DMOs now utilize social media, with nearly 100% of U.S. DMOs actively engaging on Facebook and Instagram. Meanwhile, 77% of travelers consult at least one social media platform when planning a trip, and 75% say they’ve been inspired to visit a destination after seeing it online.
That means every post you create, every story you share, has the potential to directly influence traveler decisions.
If one thing is for certain, travelers trust other travelers. CrowdRiff’s 2025 DMO report highlights that UGC and creator-led storytelling outperform polished ads in terms of authenticity and engagement. Smaller teams can curate content already being shared about their destination, rather than producing everything from scratch.
Short-form video remains the fastest-growing content type for destinations. This format is digestible, and aligns with mobile-optimized content and consumption habits. Users can easily understand the hype about a certain product or service your destination offers within a quick video. Stretch the content across multiple platforms to maximize awareness and reach, while tailoring captions or calls-to-action to fit each channel’s audience. A single highlight reel can become Instagram Reels, TikTok clips, YouTube Shorts, and even embedded website content, multiplying visibility without multiplying workload.
Small DMOs don’t need big influencer budgets. According to PhocusWire, many destinations grow by partnering with local creators and micro-influencers, whose authentic voices resonate more with travelers than celebrity endorsements. Furthermore, these partnership models are mutually beneficial to the DMO and the influencer. It helps local creators grow their platform and gain credibility among different audience groups.
According to Sojern’s 2025 DMO study, while 94% of DMOs are investing in paid social, many still struggle to prove ROI. For smaller teams, this makes it more important to track the right metrics. Instead of focusing only on vanity numbers like reach and likes, measure the actions that show real engagement and intent: newsletter sign-ups, itinerary downloads, event ticket sales, or inquiries through your website. These conversion-driven KPIs provide a more complete picture of how your social media is moving travelers from inspiration to action.
If a post is already performing well organically, that’s your signal it’s worth boosting. Putting ad dollars behind proven content ensures your budget is spent amplifying what resonates, not guessing what might work. The key is to analyze your budget and allocate funds strategically, focusing on high-performing posts tied to your destination’s goals.
Even with the smartest strategies, there’s a limit to what a small team can handle alone. That’s why many DMOs choose to partner with agencies like Red Sage. An experienced partner can:
Extend your creative capacity without hiring full-time staff.
Provide audience strategy, analytics, and campaign execution.
Help prove ROI to stakeholders and boards.
Keep your destination’s social presence consistent year-round.
For DMOs stretched thin, having the right partner can mean the difference between simply maintaining your social channels and truly growing your destination’s visibility, visitors, and economic impact.
To learn more about Red Sage and how we can support your brand, connect with Red Sage’s V.P. of Sales & Marketing, Michelle Stark at [email protected].
This post was developed with contributions from Samantha Vail, Account Executive and Ansleigh Justice, Social Marketing Specialist.
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]]>The post Red Sage Reaches New Heights in Business Alabama Rankings appeared first on Red Sage Communications, Inc..
]]>Red Sage Communications is ranked the #2 PR Firm and the #7 Advertising Agency in Alabama, in this year’s Business Alabama Top Rank issue!
This recognition marks our highest ranking yet in the annual survey. It reflects the dedication, creativity, and enthusiasm every member of our team brings to the table. Each year, we push ourselves to grow, adapt, and deliver meaningful results. That commitment is once again being recognized. This year’s announcement is just the latest in a series of honors, including accolades from the WebAwards and MarCom Awards.
Red Sage has appeared in Business Alabama’s rankings for several years. This year’s placement shows our most significant leap forward. Founded in 2006, our journey highlights both our agency’s growth and the trust clients place in us to deliver effective, bold strategies.
Ellen Didier, President and Founder, shared: “I believe this ranking is a direct reflection of the skills and passion of every single team member. I am so grateful and proud to be part of this team.”
Red Sage is a full-service integrated agency serving clients in destination, attraction, and experience marketing, as well as in consumer-focused brand building. Founded in Alabama and serving clients nationally, we offer a suite of tailored partnership solutions to drive meaningful outcomes. Whether booking increases, revenue gains, or market capture are your top focus, we have the skills to deliver. Over the years, we’ve built a reputation for actually listening to our clients. It’s our mission to delight them through the experience of working with us.
To those clients, thank you for trusting us to achieve big things together. To our team, thank you for your energy, talent, and heart. And to Business Alabama, thank you for this annual spotlight on the state’s PR and advertising leaders, as well as others in key industries!
To learn more about Red Sage and how we can support your goals, connect with Red Sage’s V.P. of Sales & Marketing Michelle Stark, at [email protected].
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