EP 36 Digital marketing insights and what's next for the UK's tourism industry with Jarrod Lopiccolo & Kate Sikora from digital agency Noble Performs

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Digital marketing is constantly evolving, and it can be a challenge to keep up. I recently had a conversation with Jarrod Lopiccolo (CEO) and Kate Sikora (Managing Partner) from Noble Performs, a digital agency that specialises in travel and tourism marketing.

With over 20 years of experience in the US, they established a UK agency in Bristol in 2019. Their clients include destinations like Lake Tahoe, Yosemite National Park, Cotswold Tourism, and St George's music venue in Bristol.

In the visitor economy marketing industry, the US is often ahead of the UK. Therefore, talking to Noble was helpful in understanding what is coming down the line and what we need to plan for.

During our conversation, we discussed the following topics:

• The differences in tourism marketing approaches between the US and the UK.
• Insights into the future of digital marketing, including Search Generative Experience, AI, and the first-party cookie approach to overcome the abolition of third-party cookies in 2024.
• Changing behaviours regarding search on social media platforms, such as TikTok, versus review websites.
• The growth of interest in second and third-tier destinations, luxury markets, and wellness and sustainable travel.
• Jarrod expressed his love for the Cotswolds (as a US citizen), and Kate shared her appreciation for the whole of the South West of England.
• We also talked about our favourite places to eat, including Roots and Snobbies, Pho, Riverstation (all in Bristol), and the Porthminster Beach Cafe in St Ives, Cornwall.

Read the transcript and find links

This episode is sponsored by Hello Starling.

Hello Starling, is an award-winning Media Planning and Buying agency that specialises in delivering advertising campaigns with great results for visitor attractions and destinations.
They've worked with brands such as Bristol Zoo Project, Visit Shropshire, Visit Conwy, Visit Herefordshire and the National Tourism Office for Poland. If you want to be the centre of attention, visit hellostarling.com today.
Find out more about the marketing strategy and mentoring services with the Visitor Elves.

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