The digital marketing landscape is evolving at breakneck speed, and nowhere is this more apparent than in the travel and tourism sector. Solo marketers and small business owners running boat rentals, ATV tours, kayak adventures and other recreational experiences must keep pace with these changes to remain visible and competitive. What worked reliably a couple of years ago – whether it was a certain social media platform or a familiar SEO tactic – may not guarantee success tomorrow. Staying ahead in a fast-changing environment isn’t just a nice-to-have; it’s essential for survival. In fact, industry experts emphasize that travel providers are rapidly adopting new technologies (like analytics and AI) to optimize their marketing in this quickly shifting landscape, underlining how crucial adaptability has become (according to Deloitte). The good news is that by understanding emerging trends and cultivating a mindset of continuous learning, even a small tourism business can punch above its weight in the digital arena.
Digital marketing never stands still. Consumer behaviors, platforms, and algorithms are always in flux, creating both challenges and opportunities for tourism and rental businesses. For example, online travel demand surged post-pandemic, then normalized, forcing companies to rethink their strategies as traveler expectations evolved. The mix of target audiences and tech platforms is shifting quickly, meaning a marketing channel that drives bookings today might dwindle in influence next year. Travel brands have responded by focusing on more targeted campaigns and smarter use of data – a trend reflected in rising marketing spend on analytics and automation (Deloitte highlights that many travel companies are now leveraging data and AI to get more bang for their marketing buck). The takeaway: staying ahead of the curve is vital. If you fall behind on a trend – whether it’s a new social network or a search algorithm update – you risk losing visibility to nimbler competitors. On the flip side, being an early adopter of effective new tactics can give you a powerful edge. In the tourism world, where consumer attention is hard-won, the ability to anticipate where digital marketing is headed can be the difference between a fully booked season and an off-peak-level trickle of customers.
How can a solo marketer or small tour operator discern which emerging trends are worth paying attention to? The key is to identify and evaluate trends early without chasing every shiny object. Here are some practical steps to stay on top of what’s next:
By following these steps, travel marketers can filter out noise and zero in on trends that align with their audience and business goals. For instance, a boat rental owner might discover through research and small experiments that short, fun video clips of their excursions get great engagement on a new app, indicating it’s worth doubling down on video content. On the other hand, the same owner might test a trend like QR code ads or a fleeting social network and find no traction – a sign to focus elsewhere. The goal is to catch the wave early when it’s relevant, but also know when to paddle back and try a different wave.
One of the most transformative trends shaping the future of marketing is the rise of artificial intelligence. AI isn’t science fiction for tourism marketing – it’s here now, embedded in tools that can save time and make campaigns smarter. What does AI in marketing look like for a tour or rental business? It could be as simple as an automated email system that sends personalized follow-ups to customers, or as sophisticated as a machine learning algorithm that helps target your ads to the most likely bookers. Travel companies big and small are starting to harness AI for advertising strategy, content creation, and personalization (Deloitte has noted these as especially promising use cases of AI in the travel industry).
For example, imagine you operate an ATV adventure tour. You might use an AI-driven tool to analyze booking patterns and discover that families tend to book last-minute weekend trips while solo travelers plan further ahead. With that insight, you could automate two different email campaigns – one that sends a “Ready for a last-minute thrill this weekend?” offer to past family clients on Thursdays, and another that nudges solo travelers a month before peak season with early-bird discounts. AI makes it feasible to identify these patterns and execute tailored outreach without manual crunching of data.
Another practical AI application is chatbots and virtual assistants. A kayak rental business can install a chatbot on its website or Facebook page to handle common customer questions 24/7. Instead of requiring you (the owner) to be always on call, an AI assistant can instantly answer “What are your rates?” or “Do I need to bring my own life jacket?” at 11pm. This not only improves customer service but also frees up your time. And thanks to advances in natural language processing, today’s chatbots can converse in a more human-like manner than the clunky bots of a few years ago.
Content creation is also getting an AI boost. Tools powered by generative AI (the tech behind systems like ChatGPT) can help draft blog posts, video captions, or social media updates. While you’ll still want to add your personal touch – especially since authentic voice is important in travel storytelling – these tools can overcome writer’s block and speed up the content pipeline. Notably, even travelers themselves are starting to use AI for planning; it’s been reported that roughly one in ten travelers have already tried using a generative AI tool to help plan a trip. That number might seem small now, but it’s astounding given that AI trip-planning assistants are brand new, and it’s only going to grow. The takeaway for marketers is that AI is becoming woven into the fabric of how travel is researched and sold, on both the consumer and business side.
Actionable Strategies: If you haven’t yet, dip your toes into AI for your marketing. Identify one pain point in your marketing workflow – whether it’s responding to inquiries, posting consistently on social media, or analyzing campaign results – and test an AI tool that addresses it. Many AI marketing tools offer free trials or affordable plans for small businesses. Start small: maybe use an AI service to generate a few ad copy variations for your next Facebook ad, or set up a basic chatbot to handle FAQs. Monitor the results. Does the AI-written copy perform as well or better? Are customers rating their chatbot interactions positively? Use those insights to decide where AI can add the most value for your business. Remember, AI is meant to augment your skills, not replace the human touch. The best outcomes often come from a blend of AI efficiency and human creativity. For instance, you might use AI to crunch numbers on the best times to post on social media, but you’ll still apply your creative flair to the content itself, ensuring it resonates with your unique audience.
Travel is inherently visual and social, which means social media will always be a cornerstone of tourism marketing – but the hot platforms and content formats do change. In recent years we’ve seen the meteoric rise of TikTok and Instagram Reels, turning short-form video into a primary vehicle for travel inspiration. It’s likely that new platforms will emerge (or older ones will transform) in the near future, and successful travel marketers need to ride the wave of new social trends rather than get stuck in yesterday’s channels. According to recent travel research, over half of Gen Z travelers now turn to social media as their number one source of trip inspiration – a clear signal that vibrant social content can directly influence bookings. Even beyond Gen Z, a large chunk of travelers across age groups use social networks to research and plan vacations, often preferring real-life visuals and peer recommendations over traditional brochures.
So how can your boat rental or tour company leverage new social platforms effectively? First, find where your audience hangs out. If you cater to a younger, adventure-seeking crowd, platforms like TikTok or whatever next big app arises should be on your radar. On the other hand, if your typical customers are older couples looking for tranquil getaway experiences, you might focus on Facebook or YouTube (which isn’t “new” but remains very influential). Keep an eye on trends: for instance, a while back Instagram Stories and Snapchat introduced the concept of ephemeral content, which many travel brands used to offer limited-time glimpses of experiences. More recently, TikTok’s algorithm-driven discovery has been a game changer for showcasing fun travel moments to millions of potential viewers who didn’t even know they were looking for a kayak tour until they saw your amazing 15-second clip.
Actionable Strategies: Adapt your content to the platform. On a short-video platform, that might mean highlighting the most visually exciting or unique aspects of your experience in the first few seconds – the splash of water as a jet-ski hits a wave, or the breathtaking panorama from a mountain ATV trail. Use trending audio snippets or hashtags related to travel on those platforms to boost discoverability. Additionally, engage with the community: respond to comments, participate in travel challenges or popular trends (if appropriate for your brand voice). It’s also wise to claim your handle on new platforms early – even if you’re not ready to invest major time there, secure your business name to prevent imposters and to keep the option open.
Consider an example: A small eco-tour company offering guided hikes noticed that a lot of hiking enthusiasts were flocking to a new app that emphasizes unfiltered, authentic snapshots of daily life. Sensing an opportunity, they joined early and started sharing short, candid clips of trail preparations at dawn and hikers reaching scenic viewpoints. Because they were one of the first tour providers active there, they quickly gained a follower base and saw an uptick in inquiries from a younger demographic. The lesson? Being proactive about new social platforms can pay off, especially if you tailor your approach to match the platform’s style and the interests of its users. While not every new network will endure (remember the rapid rise and fade of some viral apps), staying flexible and willing to experiment will ensure you don’t miss the next big thing that does stick.
As technology evolves, people are searching for travel experiences in more intuitive ways – notably through voice and visual search. The days of travelers solely typing keywords into a search bar are numbered; now they might speak a question to Alexa or snap a photo with Google Lens to get information. Voice search has grown with the proliferation of smart speakers and voice assistants on phones. Travelers can simply ask, “What’s the best boat tour near Lake Havasu?” or “Find an ATV rental in Asheville” and expect an instant answer. In fact, Google’s research indicates that roughly 30% of travelers have used voice search to find information on accommodations, tours, or other travel services. This shift means that optimizing your online presence for voice queries is increasingly important. Voice queries tend to be more conversational and question-based (“what are the top-rated kayak tours near me?”), so your content strategy should include natural language and direct answers to common questions. For example, having an FAQ section on your website that clearly answers questions (which a voice assistant can easily pull from) can help you become the go-to answer a smart speaker gives. Also, ensure your Google Business Profile (formerly Google My Business) is up to date – voice assistants often rely on that for local business info like hours, location, and reviews.
Visual search is another emerging frontier. Tools like Google Lens and Pinterest Lens allow users to search using images instead of words. A traveler might take a photo of a beautiful waterfall and then search visually to learn what tours or parks are around that location. Or they could see a picture of a cool jet-boat on social media and use visual search to find where they can experience something similar. To ride this trend, tourism businesses should make sure their images are online and optimized. That means uploading high-quality photos of your rental equipment, tour scenes, and destination highlights to your website and social profiles, with descriptive filenames and alt text (so algorithms can “see” what’s in the image). It also means possibly getting your business images into platforms that support visual discovery – for instance, ensuring your tour’s pictures are on Google Maps/Places, or even creating Pinterest boards of your destination’s attractions. Moreover, consider offering some AR (augmented reality) experiences if feasible: for example, a sightseeing tour might have an AR feature in an app where pointing the phone at a landmark displays more info. This kind of forward-thinking keeps you aligned with how consumers are starting to blend the physical and digital in their search for experiences.
Actionable Strategies: To optimize for voice, revisit your SEO with a voice-first lens. Incorporate phrasing that mirrors how people speak. A blog post title might be “What are the best seasons for kayaking on Lake Superior?” or a page on your site might explicitly state “Yes, we offer half-day kayak rentals for those asking ‘Can I rent a kayak for just a few hours?’” – phrasing that matches a spoken question. Structuring some content in Q&A format is very helpful. Additionally, test your own business on voice devices: ask Siri or Google Assistant a question related to your service and see if (and how) your business appears. This can highlight gaps to fix. For visual search, do a quick audit of your imagery: Are your photos engaging and up to date? Do they have relevant captions or tags? Also encourage user-generated visuals – for instance, create a branded hashtag and ask customers to share their photos from your tours on Instagram or Facebook. If a potential customer uses visual search or social media to explore an area, those authentic photos can lead them to you. One more tip: ensure your website supports fast loading and uses schema markup for images if possible, because technical optimization can influence whether search engines successfully index your pictures for visual search features.
Emerging technologies aside, some of the biggest changes in marketing come from shifts in consumer behavior. Travel consumers today research, plan, and book differently than they did in the past. Understanding these behavior shifts is crucial for tailoring your marketing approach. One clear trend is the rise of mobile and on-the-go decision making. Travelers (especially younger ones) are increasingly comfortable planning trips on their smartphones at the spur of the moment. A couple on a road trip might decide on a whim to book a zipline tour for the next morning, doing so from their phone while sitting at dinner. If your website isn’t mobile-friendly or your booking process is cumbersome on a small screen, you could lose these spontaneous customers. Another shift is the growing expectation for instant information and responses. People expect to find answers quickly – whether it’s through a quick Google search, a voice query, or messaging a business on social media. If they can’t readily find your tour availability or don’t get a prompt response to an inquiry, they might move on to a competitor who provides that information at their fingertips.
Consumer trust and research patterns have evolved as well. Modern travelers rely heavily on peer reviews and social proof. A decade ago, a slick brochure or website might have been enough to win a booking. Now, many potential customers will scour TripAdvisor, Google reviews, or look for YouTube vlogs of someone taking your tour before they commit. This means your online reputation (ratings and reviews) and the authentic stories around your brand are critical marketing assets. It’s wise to encourage satisfied customers to leave reviews and to respond graciously to feedback, since new customers are reading those interactions. Also, consider partnering with influencers or encouraging travel bloggers to experience your offering, as their content can sway audiences that trust them.
We also see personal values influencing travel choices more than before. For instance, there is a noticeable shift toward travelers seeking sustainable and eco-friendly options. A segment of your customer base might be making choices based on which provider is more environmentally conscious or supports local communities. If your ATV rental uses electric ATVs or your tour company follows “leave no trace” principles, highlighting those aspects can attract these conscientious travelers. Similarly, personalization (which we’ll discuss more next) is part of behavior shift – today’s consumers expect marketing to be tailored and relevant to them, and they are less tolerant of generic blast messaging.
Actionable Strategies: Align your marketing with these behavioral trends. Ensure mobile optimization is a top priority – your website and booking engine should be easy to use on a phone, with quick load times and straightforward navigation. Implement live chat or quick-response channels (even if via a chatbot or WhatsApp Business) so that curious prospects get answers immediately. Embrace and manage online reviews: gently ask happy customers to share their experience online, and showcase testimonials on your site. If you notice common questions or concerns in reviews, address them in your marketing copy or FAQs. For example, if several reviewers loved that your boat tours provided waterproof bags for belongings, feature that perk in your marketing materials for future customers to see.
Another strategy is to tap into the FOMO (fear of missing out) and immediacy that drives today’s decisions: use limited-time offers or highlight how many spots are left for a tour date, nudging indecisive visitors to book now. And don’t ignore the power of storytelling in your marketing – share stories or short profiles of past guests (with permission) or the story of how your business came to be. These human elements resonate with travelers seeking authentic, relatable experiences, not just transactions. For example, a family-owned cabin rental might share on social media how three generations of the family have kept the tradition of hospitality alive – content like that builds a personal connection and trust with potential guests. In summary, adapt every facet of your marketing to meet travelers where they are: on mobile, online, seeking authenticity, and ready to act quickly when you capture their interest.
In the future of digital marketing, one-size-fits-all is dead. Personalization has moved from a nice bonus to a core expectation. Travelers appreciate – and increasingly demand – marketing and experiences that are tailored to their interests and behavior. Big travel companies do this extensively (think of how Netflix suggests travel documentaries based on your viewing, or how Amazon shows you luggage because you searched for travel gear), but personalization is just as powerful for small tourism businesses. It can be as simple as addressing a customer by name in emails or as sophisticated as dynamically altering website content based on whether the visitor is a first-timer or a returning customer. The effort is worth it: studies show that consumers respond very positively to personalization. For example, an oft-cited study by Epsilon found that about 80% of customers are more likely to make a purchase when brands offer personalized experiences. That’s a huge vote in favor of customizing your marketing interactions – it means people are not only noticing personalization, it’s actually influencing their decision to book or buy.
For a tour or rental business, what does personalization look like in practice? Consider your email marketing: instead of sending the same newsletter of “upcoming events” to everyone, you could segment your list. Past zipline tour customers get an email about a new zipline route you’re opening, while past kayak renters get an email about scenic paddling tours for the fall – each with a personal greeting and maybe even a special returning-customer discount. On your website, you might implement simple personalization like showing a “Welcome back, Alex!” banner when a repeat customer visits (cookies can enable this), or highlighting the tour they last viewed with a note like “Still interested in this adventure?” to remind them to book. Even in ad campaigns, personalization can help: using retargeting ads that show people the exact product or package they viewed but didn’t book, possibly with an incentive like “Come back for 10% off your next adventure.”
Beyond digital tactics, personalization can extend into the experience itself. Train your staff or guides to pick up on cues – if a customer mentioned during booking that they’re celebrating a birthday or honeymoon, perhaps have a small surprise ready, like a “Happy Birthday” sign on the kayak or a complimentary photo. These touches, while operational, start from a marketing mindset: you’re segmenting your customers not as faceless transactions but as individuals with unique stories.
Actionable Strategies: Start gathering and using the data you have. Even a basic booking system likely captures names, dates, possibly locations or group types. Use that to tailor follow-ups. Set up email segments or automations: for instance, an automation that emails a coupon to a guest one year after their last booking (“It’s been a year since we saw you – ready for another adventure?”). Leverage CRM (Customer Relationship Management) tools if you have them, or even just organized spreadsheets if you don’t, to track customer preferences. If you run different types of activities, note who prefers what, and target them accordingly. Personalization can also be on-site: a simple example is using geographic targeting on your ads or site. A user searching from out-of-state might see content emphasizing “complete vacation packages” (since they need the full trip planned), while a local user might see “great weekend activity right in your backyard!” messaging.
Don’t be afraid to ask for preferences directly. Send a quick survey or include a checkbox in booking like “What type of experiences interest you most?” with a few categories. Travelers often appreciate when their interests are taken into account. Just be sure to actually use the info – if someone tells you they’re into photography, you could later invite them to a “special sunset photo cruise” you’re running. Personalization is essentially about showing your customers you understand and value them. It builds loyalty and can turn a one-time visitor into a repeat guest who feels a personal connection to your brand. And as any tourism operator knows, repeat customers and word-of-mouth referrals are marketing gold.
With so many changes and trends, it’s clear that no marketer has a crystal ball. The true “online marketing masters” (as we like to call them in this series) are not those who can predict every trend, but those who commit to continuously learning and adapting. Making a habit of ongoing education and experimentation is perhaps the most important strategy of all – it’s what enables you to handle whatever the future of digital marketing throws your way.
Cultivate a mindset of curiosity. Set aside a little time regularly to explore a new marketing idea or tool. This could mean enrolling in a short online course about SEO for voice search, attending a free webinar on social media trends, or simply trying out a new feature on a platform (for example, experimenting with a new Instagram feature or a beta Google Ads tool). The tourism industry often has regional conferences or networking groups – consider joining those to exchange ideas with peers. Sometimes a fellow tour operator might share a creative tactic they tried, sparking an idea you can apply in your own business.
Experimentation should be viewed as a learning process, not a risk to be avoided. It’s okay if not every new marketing idea you test becomes a big win – you’ll still gain insight. Maybe you run an experiment with a new content style (like a behind-the-scenes live video of your crew preparing for the day’s tours) and it only gets modest engagement. That’s fine; you learned more about what your audience does or doesn’t respond to, and you can iterate. In contrast, you might try something small – like adding a short welcome video on your website’s homepage – and discover that people spend more time on your site and convert at a higher rate. That experiment’s success can then be rolled out more broadly (perhaps you decide to create short welcome videos for each major tour page). The idea is to always be testing, observing, and learning. Over time, you build a toolkit of what works best for your unique business and audience.
Crucially, don’t let the fast pace of change intimidate you. You don’t need to master every new platform or algorithm overnight. Instead, focus on building a solid foundation: understand your customers deeply, keep your marketing fundamentals strong (great content, a user-friendly website, good relationships with customers), and then layer on new tactics as you learn about them. If something feels overwhelming – say, the buzz about “Web3” or some technical AI concept – you can often wait and watch until more accessible applications emerge for small businesses. The important thing is to remain engaged and never stop learning. In digital marketing, complacency is the enemy of progress. The fact that you’re reading this and investing in upping your marketing game already sets you on the path to being an “online marketing master” in your own right.
Conclusion: The future of digital marketing in tourism is brimming with innovation – from AI-driven campaigns and voice search optimization to whatever new social app everyone will be downloading next year. For solo marketers and business owners in the travel and recreational rentals space, the challenge is clear: stay proactive, stay curious, and be ready to adapt. By embracing emerging trends and continually sharpening your skills, you’ll ensure your boat rentals, ATV tours, or kayak adventures remain not just relevant, but thriving, no matter how the digital landscape shifts. And you don’t have to navigate this journey alone. If you ever feel overwhelmed or want expert guidance to accelerate your progress, consider partnering with professionals who specialize in tourism marketing. Rockon’s tourism digital marketing services, for example, are designed to help travel businesses ride the wave of change – from SEO to social media and beyond – so you can focus on delivering unforgettable experiences to your customers. With the right support and a forward-looking mindset, you can turn the fast-changing world of online marketing into a wealth of opportunities for your tourism business, today and in the years to come.
Small businesses can easily integrate cost-effective AI solutions, such as affordable chatbot tools, AI-powered email marketing software, or free generative AI for content creation. Begin with free or low-cost trials and scale gradually, ensuring each investment demonstrates clear value.
Besides TikTok and Instagram Reels, emerging platforms like Lemon8 (blending visuals and community-driven content) and YouTube Shorts (benefiting from Google’s search strength) offer high engagement opportunities, especially if you produce visually exciting and short-form content.
Ensure high-quality, descriptive images with accurate alt-text and file names.
Add schema markup specifically for images.
Actively post images on visual-centric platforms such as Pinterest, Google Business Profile, and Instagram.
Set up a basic automated email system segmented by customer history—send repeat customers personalized seasonal promotions or reminders based on past preferences, like “Loved your fall foliage paddle last year? It’s back!”
Test the trend with small, measurable experiments before fully adopting it. Evaluate using clear metrics like engagement, clicks, and conversions. If the results meaningfully support business goals, consider scaling your efforts.
Not every emerging trend will last. Focus on customer signals, industry publications, and small-scale experiments. Trends that solve real customer problems or show consistent early engagement usually have the staying power.
What’s an effective yet affordable AI tool a small tourism business can start with immediately?
Use clear, high-quality images named descriptively (e.g., “lake-tahoe-kayak-tour.jpg”). Include descriptive alt-text, and ensure your website’s metadata supports visual search indexing.
Absolutely. Voice searches frequently include local and immediate intent, such as “Where’s the nearest boat rental?” Optimizing for voice can significantly boost your visibility among local customers and spontaneous travelers.
Personalization should always be transparent. Collect only data your customers willingly share, clearly explain how you’ll use it, and allow them to opt out easily. Most customers appreciate personalization if you respect their privacy boundaries.
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