2025 Marketing Plan
Letter from the President
Dear partners and stakeholders,
As we begin 2025, Bloomington Minnesota Travel & Tourism remains steadfast in our commitment to driving economic impact through innovative marketing strategies, strategic partnerships, and data-driven insights.
With leisure travel leveling off in 2024, we remain focused on our strong digital marketing platforms and personalized messaging to enhance traveler engagement. Strengthening our collaboration with Mall of America and industry partners will allow us to elevate Bloomington’s visibility in key domestic and international markets. Additionally, we are expanding our efforts to attract major events, including 2025 events like eSports Travel Summit and the IIHF World Junior Hockey Championships, to ensure Bloomington remains a sought-after destination for group travel and sports tourism.
Investing in visitor insights continues to be a cornerstone of our strategy, allowing us to refine our outreach and provide valuable market intelligence to our partners. At the same time, we are committed to championing service excellence through initiatives like the Diamond Service Awards, reinforcing the hospitality industry’s role in creating exceptional visitor experiences.
With a strong foundation and ambitious goals ahead, we feel well positioned to promote Bloomington as the place to stay when visiting Minnesota.
Thank you for your continued partnership and dedication to making Bloomington a vibrant and welcoming destination.
Bonnie L. Carlson President & CEO
Bloomington Minnesota Travel & Tourism
Strategic Plan
STRATEGIC PLAN
Our Strategic Plan clearly defines our purpose, goal and strategy. The following pages provide strategies for our key initiatives.
We believe there is no substitute for the human connection and in-person experiences that travel makes possible.
We exist to inspire travelers to visit Bloomington, Minnesota
STRATEGIC PLAN
PURPOSE Inspire travelers to visit Bloomington, MN
GOAL
STRATEGY
PRIORITIES
Maximize economic impact to Bloomington by driving hotel stays.
We put the Traveler First by deeply understanding their motivations and showcasing the Convenience and Fun of a Bloomington visit.
We put the traveler first by deeply understanding their motivations and showcasing the convenience and fun of a Bloomington visit.
Market the Destination Target Travel DecisionMakers Invest in Traveler Insights Champion Service Excellence Strengthen Our Organization
• Maximize marketing budget with high impact annual plan
KEY INITIATIVES
• Optimize digital platforms
• Enhance MOA partnership
• Evaluate role of AI in future marketing activities
• Execute on partner platforms for group marketing & sales (all segments)
• Grow youth, national & amateur sports events
• Maximize international partnerships
• Utilize data suppliers for deeper traveler & market insights
• Convert data insights into action
• Solidify BCVB as an insights partner to hotels
• Monitor business travel market for growth opportunity
• Ensure Diamond Service Awards are a signature annual celebration
• Continue and grow education relationships for regional hospitality programs
• Focus on employee retention, hiring & workload efficiency
• Serve as voice of the industry in Bloomington
• Continue strong role in new development (e.g., water park, event center, hotels, etc.)
• Host industry relations & events
Market the Destination
MARKET THE DESTINATION
The leisure market continues to be a key driver of visitation for Bloomington, as travelers are attracted to our key attraction, Mall of America; affordable location; and variety of hotel brands and amenities. Bloomington Minnesota Travel & Tourism’s marketing efforts will leverage multi-layered strategies, with an emphasis on digital capabilities, partnership growth, and data-driven personalization to boost engagement and brand visibility.
We are very proud of our newly launched rebrand, with a bold and fun logo design and our new organizational name, Bloomington Minnesota Travel & Tourism. The newly launched website was the final brand roll out and offers fresh, creative design and enhanced functionality, allowing for optimized user experiences.
Our approach to data insights continue to play a key role in our strategic decision making for targeted marketing, as well as in the crucial sharing of actionable insights with our industry partners. As excitement around AI surges, with 70% of consumers using generative AI, our goal will be to ensure information about Bloomington available within popular AI platforms accurately represents our destination and maximizes the likelihood of being discovered and recommended.
Our Mall of America partnership continues to thrive as collaborations and activations in leisure marketing, group sales, and special events continue to grow. Familiarization trips, strategic advertising, and seasonal promotions are top priorities.
With 2025 looking positive for individual leisure travel, we are prepared to lead with our strategic purpose: Inspiring travelers to experience the convenience and fun that only a Bloomington visit can bring.
MARKET THE DESTINATION
Strategies
Digital Marketing
• Keep pace with seasonal booking trends by shifting campaign launch timelines while matching content to traveler intent
• Use generative AI to accurately represent our destination and maximize chances of being discovered via popular AI-driven platforms
• Increase traveler engagement by creating inspiring messaging for our seasonal leisure campaigns
• Position Bloomington as an ideal place to stay for visitors attending major events through targeted digital marketing efforts ahead of concerts and sporting events from our top drive markets
• Build Act-On leisure subscriber list while maintaining an engaged audience, a high-value group who has shown clear interest in visiting our destination
• Use eCRM insights to target subscribers through relevant content, segmented lists, and automated re-engagement campaigns
• Partner with Explore Minnesota on co-op opportunities to maximize marketing budget and test new media strategies for promoting Bloomington
• Facilitate all group sales marketing opportunities available through third-party organizations to position our destination and reach meeting planners
• Increase video ad placements on streaming services and TikTok to reach new audiences and highlight Bloomington’s unique experiences and attractions
MARKET THE DESTINATION Strategies
Brand and Website
• Leverage new website’s functionality to build and execute comprehensive content strategy that enhances engagement, improves SEO, and drives quality traffic
• Enhance our Mall of America partnership and initiatives, which include:
– Domestic and international group and trade activities
– Presenting sponsorship of So Much More podcast
– In-mall activations
– Destination review FAMs for planners and influencers
– Co-production of the Bloomington/Mall of America Visitor Guide
– Strategic advertising across print, digital, trade, leisure, and seasonal promotions
Social Media
• Further develop established content creator strategy to enhance marketing and increase visual assets that connect with the audience in an authentic way, while collaborating with partners to expand overall reach
• Prioritize sharing short-form video content on established platforms like Instagram, Facebook, YouTube, TikTok, and LinkedIn to reach diverse audience segments
• Expand our asset library with diverse content, prioritizing user-generated content and short form videos via the SnapSea platform to boost engagement on social and paid media
Data Insights
• Utilize data analytics and insights to provide industry insights for our partners that also guide actionable marketing data-driven decisions
• Maximize technology platforms to optimize engagement, conversion, traveler insights, and visits
• Apply website analytics and additional data sources to create targeted content that matches consumers’ search intent
• Grow first-party data to enhance personalized marketing and build customer loyalty while adhering to privacy guidelines
Target Travel Decision Makers
TARGET TRAVEL DECISION MAKERS
The Bloomington Minnesota Travel & Tourism sales team is committed to driving economic growth in Bloomington by attracting meetings and events for our hotels to bid on. We achieve this by connecting event planners with our diverse range of hotels and leveraging our unique selling points to generate direct bookings. As business and event travel continues to rebound, our sales team will focus on key market segments, including corporate, sports, and association events. We will actively engage with clients through a variety of channels, including in-person meetings, trade shows, digital campaigns, and site inspections.
We are preparing to host the eSports Travel Summit in June 2025, when we will welcome over 300 esports event planners to Bloomington. Having this opportunity to showcase unique spaces for esports events and potential activations at Mall of America will help to secure future business. Our destination will also welcome hockey players, families, and fans for the IIHF World Junior Ice Hockey Championships in late December 2025, bringing large groups to Bloomington during a traditionally slow period for hotels. These two major events will highlight our incredible venues, convenience and accessibility for travelers, and our genuine Midwestern hospitality.
TARGET TRAVEL DECISION MAKERS
Group Strategies
Focus on Unique Value Proposition
• Promote Bloomington’s strategic location, excellent air service, and diverse hotel offerings to attract meeting planners
• Collaborate with Mall of America retailers and attractions to create customized team-building experiences for groups
• Secure key youth and amateur sporting events, including esports
Industry Connections and Partnerships
• Maximize partnerships with organizations like Minnesota Sports and Events, HelmsBriscoe, Maritz Global Events, Lamont Associates, and ConferenceDirect to drive room nights to Bloomington hotels
• Engage with industry organizations such as ASAE, MPI, PCMA, IMEX, Associations North, Connect, and Sports ETA by attending select trade shows and utilizing other opportunities to connect with planners who are members
• Host client events in key destinations to strengthen relationships and generate new business opportunities
Digital Marketing
• Deliver strategic communications to qualified meeting planners in key market segments though our Meetings Minute newsletter
• Leverage digital platforms like LinkedIn Sales Navigator, PlayEasy, Simpleview, and Cvent to generate leads and RFPs
• Target meeting planners on LinkedIn through sponsored content and organic posts that highlight successful events held in Bloomington and our presence at industry trade shows and conferences
CORPORATE
The corporate market continues to be a significant driver of room nights for many of our hotel partners. We are observing a positive trend in both short-term and long-term bookings, with smaller to medium-sized meetings and events being booked within the year and larger events being secured 12-18 months in advance. Bloomington’s strategic proximity to Minneapolis-St. Paul International Airport, recently ranked the #1 airport in the country by Airports Council International, provides us with a compelling value proposition for the corporate segment. Furthermore, business transient travel is demonstrating encouraging growth towards pre-pandemic levels, which is a good sign for our destination.
Strategies
• Cultivate strong relationships with third-party planners through strategic sponsorships and activations at industry events such as trade shows, webinars, and destination reviews
• Maintain focus on top-tier third-party partners while actively seeking to identify and cultivate new partnerships with planners at organizations like HelmsBriscoe, Maritz Global Events, ConferenceDirect, Lamont Associates, American Express Global Business Travel, and Prestige Global Meeting Source
• Conduct in-depth analysis of periods with lower demand to identify potential opportunities and develop targeted strategies to attract new business during these times for our hotels to bid on
• Establish a grant or bi-annual incentive program to encourage and support new business opportunities during periods of lower demand
• Maintain a close working relationship with Explore Minnesota Tourism to explore grant and funding opportunities that can support new and existing business initiatives
• Continue our partnerships with Explore Minnesota Tourism, Meet Minneapolis, and Visit Saint Paul to coordinate and execute impactful large-scale trade show activations and sales missions
• Emphasize the benefits of combining business and leisure travel when selling Bloomington to drive incremental revenue and extend visitor stays while visiting Mall of America
SPORTS
Bloomington’s strategic location and state-of-the-art sports facilities position us as an ideal host city for a diverse range of sporting events, including basketball, volleyball, hockey, and more. The emergence of RFP platforms such as Playeasy, Cvent, and Sports Tourism ETA has significantly enhanced our ability to connect with event planners, generating new business opportunities for our destination to bid on.
The Bloomington Minnesota Travel & Tourism online housing program continues to offer an accommodation solution for teams and event attendees of all sizes. The “stay-to-play” model drives increased room occupancy and generates significant economic impact for the local community. This elevates the visitor experience but also solidifies Bloomington’s reputation as a premier sports destination for national, regional, and local events.
Strategies
• Continue to partner with Minnesota Sports and Events to pursue new and existing bids for national and international sports and esports events
• Actively participate in the Minnesota Sports Alliance to influence key decisions regarding the attraction of new events at the state and city levels
• Utilize our sports grant program to assist both emerging and established events, empowering sports planners and encouraging recurring events in Bloomington
• Expand our sponsorship efforts to support up-and-coming sports organizations like 2Dcon and VEX Robotics
• Promote our online housing system to generate additional services for sports organizations and reinforce Bloomington’s status as a premier sports destination
• Collaborate with Bloomington Parks and Recreation to maintain high-quality field standards and identify opportunities to address park recreation needs during off-peak periods
• Showcase Bloomington effectively during major events like EsportsTravel Summit and the IIHF World Junior Hockey Championship to highlight our destination as a hospitality hub and drive return visitation
ASSOCIATION
The association market in Bloomington continues to rebound with longer-term bookings. Association clients prioritize three main factors, all of which Bloomington offers: hotel/ event space that has adequate capacity, competitive pricing, and flexible availability. Another plus for Bloomington is convenient proximity to Minneapolis-St. Paul International Airport with easy access to hotel venues, along with many things to do for delegates like shopping, dining, and group experiences at Mall of America.
Strategies
• Focus on attracting regional association meetings that are looking for a mid-sized destination and strong airlift
• Develop familiarization tour for association management companies to showcase the destination
• Maintain ongoing digital engagement with association decision-makers and expand our database of association contacts by sourcing membership lists
• Develop additional content highlighting amenities in west Bloomington, such as restaurant variety, shopping, and access to beautiful and convenient walking and biking trails
GOVERNMENT
The government market presents a significant growth opportunity, particularly with the addition of new federal and state divisions. Bloomington’s competitive per diem rate of $148 aligns well with the metro area’s rates. It is important to note that government RFPs are often awarded based on overall value rather than solely on price.
Strategies
• Continue to capitalize on our strategic location, proximity to the airport, ample free parking, and diverse hotel offerings
• Pursue accreditation through Society of Government Meeting Planners (SGMP) to increase knowledge of the government market and develop new relationships with SGMP planners
• Present to SGMP’s Northern Lights and National Capital chapters to showcase the value of destination marketing organization services to assist with RFP process
• Actively participate in SGMP training and education sessions, as well as monthly chapter meetings, to foster industry connections and support the community
MILITARY REUNION
Military reunions remain a vital market for Bloomington, providing an ideal fit for the area’s limited-service hotels with their average attendance of around 85 people. Recognizing that 23% of military reunions bring in a new planner each year, Bloomington Minnesota Travel & Tourism prioritizes building meaningful, long-term relationships that support planners in delivering exceptional experiences. By partnering with networks like Military Reunion Network, we maintain strong connections that encourage loyalty among reunion organizers. As some groups age out, we’re focused on reaching younger members of the armed forces, helping them create impactful social events and positioning Bloomington as their premier reunion destination.
Strategies
• Continue relationship with Military Reunion Network to connect with future reunion business for our hotels to bid on
• Enhance our new website with reoccurring and new military promotions, reunion itineraries, and other important military-related events such as Veterans Day
• Promote nearby attractions that are popular with military groups, such as Historic Fort Snelling, Paisley Park, and fall foliage tours
• Work with Bloomington hotels to review amenities that are important to military groups, such as hospitality room availability, complimentary breakfast buffet, and pop-up reunion stores
• Partner with Mall of America to help market the Beyond the Yellow Ribbon program and other unique offerings that cater to military groups
RELIGIOUS
The religious market has seen a surge in larger-scale conferences with record-breaking attendance in 2024. Bloomington is a great fit for this market, as religious groups often look for value destinations like ours for their gatherings.
Religious organizations also tend to seek out community outreach and service opportunities in destinations they are visiting. Bloomington has three unique corporate social responsibility (CSR) partnerships that align well with organizations’ missions, enhancing the overall attendee experience and positioning Bloomington as a desirable destination.
Strategies
• Utilize the Religious Conference Management Association (RCMA) website and planner tools to identify and pursue new sponsorship opportunities
• Attend select trade shows, like RCMA’s Emerge, to connect with emerging planners and industry leaders
• Market local community events and activities to complement religious gatherings and provide attendees with a variety of off-site options
• Enroll in Certified Faith-Based Meeting Professional (CMFP) courses to stay updated on industry trends and best practices
INTERNATIONAL
Bloomington will see increased international appeal in 2025 with the introduction of new Delta Air Lines flights to Rome, Italy and Copenhagen, Denmark. Direct MSP international flights now number 167, including Amsterdam, Copenhagen, Dublin, Rome, Frankfurt, Paris, Tokyo, London, Seoul, and Canadian and Mexican destinations. The top markets for our region include the United Kingdom, Germany, and Nordic countries, and arrivals from these countries are expected to reach or surpass 2019 levels in 2025. We see opportunities to attract visitors outside the peak months of June to August with great airlift, the visa waiver program, and no sales tax on clothing or shoes at Mall of America, a premier shopping and entertainment attraction.
Strategies
• Increase our partnerships with Brand USA, Great American West, Great Lakes North America, Visit USA committees, and International Association of Golf Tour Operators by promoting new itineraries and experiences
• Capitalize on one of our largest international trade shows, U.S. Travel’s IPW, with presence in Chicago in 2025 and Detroit in 2026, promoting our convenient location within the Midwest
• Host FAM tours before and after IPW as an opportunity for clients to experience our destination while already in the United States
• Focus on the new airlift at MSP International Airport from Rome and Copenhagen by participating in welcome events and hosting FAMs to showcase our destination to operators who can sell our destination
• Organize online webinars for key international tour operators and airlines to experience and learn about our destination, with the goal of increasing FIT and group travel
• Introduce Bloomington to a new audience through pre-existing relationships built with our new Director of International and Domestic Travel, Casey Kluver
DOMESTIC TOUR
Domestic tour operators bring groups to Bloomington to experience Mall of America and Twin Cities area and attractions as it is a convenient stopover destination during 4-8 day trips in the regional area.
A growing trend is “townsizing”, where travelers are looking for authentic experiences and local immersion at festivals and attractions in small towns. Other trends that continue to be popular are eco-friendly travel, attending sports and concerts, and food-focused group travel. Rising costs for airfares, hotel room rates, and ground transportation has hindered the economic growth of this market. However, in a recent survey more than half (54%) of buyers from the National Tour Association said their company is poised to perform better in 2025 than in 2024.
Strategies
• Create twice-yearly newsletters with special hotel offers to promote Bloomington to tour operators looking for economy to mid-range hotels with complimentary breakfast, baggage handling, bus driver benefits, and in-room amenities
• Develop a regional FAM for tour operators outside of a 50-to-100-mile radius of Bloomington to showcase what’s new in our destination with experiences and special hotel offers
• Keep memberships with American Bus Association and National Tourism Association active to represent and cross-sell with Mall of America
PARTNERSHIPS
Partnerships offer a range of strategic benefits for Bloomington Minnesota Travel & Tourism as well as our valued partners by extending our marketing reach, resources, and collaboration, all of which are critical for attracting visitors and building new audiences.
Strategies
• Expand strategic partnership with Mall of America, capitalizing on new opportunities to promote Bloomington and MOA visits
• Create unique, memorable hotel and attraction packages with partners that highlight exclusive offerings and savings for our destination
• Extend regional tourism collaboration with community organizations and local and regional attractions to create multi-destination itineraries and encourage extended length of stays
• Enhance the Play, Stay and Save Pass by expanding the number of participating partners, focusing on local, diverse and niche attractions and restaurants
• Develop new partner benefits and increase sponsorships for our annual signature event, the Bloomington Diamond Service Awards
Invest in Traveler Insights
INVEST IN TRAVELER INSIGHTS
Our organization is committed to leveraging data and analytics from a variety of platforms and industry partners to guide our marketing and sales decisions. By investing in cutting-edge data services and resources, we aim to gather the most relevant, actionable insights into our visitor base and market trends. We are also dedicated to sharing these insights with our hotel partners and stakeholders to foster a deeper understanding of Bloomington’s visitor economy.
Strategies
• Leverage data suppliers and services like Zartico and Adara to access comprehensive traveler and market insights and inform strategic decisions
• Transform insights into action by utilizing data to design targeted, effective marketing and sales initiatives
• Position Bloomington Minnesota Travel & Tourism as a key resource and primary insights source for hotel partners through weekly email communications and quarterly webinars
• Monitor the business travel segment to identify and capitalize on growth opportunities
CHAMPION SERVICE EXCELLENCE
Diamond Service Awards
In 2025, we will again host Bloomington’s premier hospitality event, the Diamond Service Awards. This important celebration honors frontline service personnel who play a vital role in delivering exceptional visitor experiences, supporting repeat business, and strengthening Bloomington’s reputation as a welcoming destination. This annual spring gala is a shining moment for Bloomington’s hospitality employees and brings together the community to celebrate outstanding customer service.
Strategies
• Continue to position the Diamond Service Awards as a signature annual celebration
• Seek new partners to support and elevate the Diamond Service Awards
Education
Attracting new employees to our industry is always a priority, and education is a key component to this initiative. Identifying partnerships with industry programs that support hospitality careers and with who we can collaborate continues to be an ongoing initiative for Bloomington Minnesota Travel & Tourism.
Strategies
• Support regional hospitality programs by participating in educational career days for students and growing relationships with faculty and administration
Strengthen Our Organization
STRENGTHEN OUR ORGANIZATION
Bloomington Minnesota Travel & Tourism’s organizational focus in 2025 will be to enhance employee efficiencies and continue our strong, dedicated involvement with future Bloomington development that complements the hospitality industry.
Strategies
• Enhance employee efficiency and retention to foster a highly engaged team
• Act as the advocate and voice of the hospitality industry in Bloomington
• Collaborate on development opportunities to support new projects and enhance tourism infrastructure, including new developments such as the Mall of America water park, multi-purpose facilities, and new hotels
• Host industry events and strengthen relationships to cultivate networking within Bloomington’s hospitality industry
Visitor Spend Per Category*
Average Length of Stay*** 1.8 days
Search to Book:***
Flights: 11 days
Hotel: 7.5 days
Book to Arrival***
Flights: 46.9 days
Hotel: 26 days Profile Breakdown
Minneapolis/St. Paul DMA+
Chicago, IL
Fargo, ND
Des Moines, IA
Rochester, MN
Duluth, MN
Sioux Falls, SD
La Crosse/Eau Claire, WI
Cedar Rapids/Waterloo /Iowa City/Dubuque, IA
Milwaukee, WI
Minneapolis/St. Paul DMA + (23.7%)
Chicago, IL (6.5%)
Fargo, ND (5%)
La Crosse, WI (4%)
Sioux Falls, SD (3.8%)
Duluth, MN (3.4%)
Winnipeg, MB (3.1%)
Madison, WI (2.9%)
Cedar Rapids, IA (2.7%)
Washington, D.C. (2.7%)
*Zartico data **Smith Travel Research data ***Adara data +Designated Market Area (DMA)
Detroit, MI (10.1%)
Las Vegas, NV (8.4%)
Chicago, IL (7.2%)
Atlanta, GA (6.3%)
Washington, D.C. (3%)
Dallas-Fort Worth, TX (2.5%)
Phoenix, AZ (2.5%)
Denver, CO (2.5%)
Seattle, WA (2.1%)
BOARD OF DIRECTORS
CHAIR
Ms. Fay Beauchine, President, Brojure
AT-LARGE
Ms. Tammy Galvin, Publisher Greenspring Media
Mr. Dan Jasper, Senior Vice President of MOA Press, Mall of America
Mr. Ted Johnson, President, Norden Strategies
Mr. Mitch Kilian, Vice President of Governmental Affairs, Metropolitan Airports Commission
CITY OF BLOOMINGTON
Mr. Tim Busse, Mayor, City of Bloomington
Mr. Shawn Nelson, Bloomington City Council
TRAVEL & HOSPITALITY INDUSTRY
Mr. Alberto Abreu, General Manager, Radisson Blu Mall of America
Mr. Shane Christenson, General Manager, AC Hotel by Marriott Bloomington Mall of America
Mr. Jim Saccoman, Owner, Sly’s Kitchen
