SAM’s Annual Best and Worst in Marketing 2021-22

If 2020-21 was all about brands establishing trust with their guests, 2021-22 was about keeping it through authentic (and sometimes funny) communications. Based on the reviews from our “Best and Worst in Marketing” panelists, honest, genuine messaging in all marketing channels was the best way for resort brands to win the day this winter. This trend toward transparency made the less honest marketing efforts stand out like an orange on an apple tree.

One thing the trend goes to show is—for the most part—resort marketers pay attention to what their audiences want and to how their audiences respond. In a season with a dizzying number of ups and downs, marketers had to be nimble and creative. They showed resiliency as the season progressed.