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Our pursuit of fresh ideas, backed by leading-edge research, keeps our destination and hospitality clients ahead of the competition.

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Journey Mapping to Improve Customer Experience

By Meredith Lamb
on Tuesday, April 22nd, 2014

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“It isn’t the destination but the journey” is an adage that bears repeating in travel planning. Whether you are the consumer or the provider, satisfaction with an experience is not wholly dependent upon obtaining the final product. Customer satisfaction assessments of visits to a city, historical site, museum or event can be affected by traffic, ticket prices and availability of parking.

In order to evaluate the experience of a visitor/customer, it is necessary to look at Journey Mapping (also called Customer Journey Mapping or Customer Experience Mapping). Customer Journey Mapping is the process of tracking and describing all the experiences that customers have as they encounter a service or set of services, taking into account not only what happens to them, but also their responses to those experiences. Read entire post >

Update on Google’s Universal Analytics

By Monica Hare
on Thursday, April 17th, 2014

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After months of mystery and checking Google’s blog for updates, Google’s Universal Analytics is out of beta!

In February, we told you about Google’s Universal Analytics, the next iteration of its analytics platform. Back then, Universal Analytics was still in beta, or Phase 1 of its four-phase rollout, when properties were able to upgrade to Universal Analytics but that much of its functionality would not, well, be functional until Phase 3. Read entire post >

Are Travel-Content Marketers Ready for Web 3.0?

By Hannah Brown
on Tuesday, April 15th, 2014

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Just when you thought you’d gotten comfortable with Web 2.0*, some forward-thinkers have already starting talking about the era of Web 3.0. The truth is that the lines between the two are a little blurry, and we’re already straddling the two phases of development whether we know it or not.

Several of us in Miles’ Colorado office trekked to the University of Colorado’s annual Conference on World Affairs to hear four of tech’s thoughtful voices talk about what they think the next phase of the internet might be. They all have different thoughts about how things will evolve (see below for each one’s specific takes), but essentially think there will be a lot more automation requiring less thinking or action by users.

For marketers, I think it means we need to be prepared to collect more data and adapt quickly when consumers adopt new services and devices. Read entire post >


Getting Your Facts Straight

By Roselle Cronan
on Thursday, April 10th, 2014

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I love arriving at a new destination and exploring the sights, sounds and tastes of a new place, especially things I may have read or heard about. My choice of a destination is influenced by articles, ads and recommendations from other people. When someone recommends sampling the peppermint saltwater taffy in a particular boutique at my destination of choice, you’d better believe I’m going to try it.

Like a lot of fellow travelers, I don’t necessarily question everything that I may read about an area. I take it on faith that whoever wrote about a place should be credible, right? That’s why fact checking is so important. Read entire post >

Four Tips for Successful eNewsletter Campaigns

By Shelly Benson
on Tuesday, April 8th, 2014

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Over the years, the digital marketing community has been discussing the relevance and continued future of the eNewsletter. Despite the debate, eNewsletters are alive and well in the travel-marketing realm. Here are some tips for creating exciting eNewsletters that will make it to the eyes of potential travelers and won’t get buried in the inbox.

1. Relevant Content
Whether you are starting a brand-new eNewsletter campaign or you are refreshing an established eNews program, it’s always a good idea to become familiar with your audience. Are they seasoned travelers? Are they first-timers that are looking for inspirational content? These scenarios will sculpt your content plan to ensure you are providing fresh content that will engage and inspire. If you have a seasoned travel audience, content might reveal the unbeaten paths of the destination; content for the first-time traveler could revolve around the top five experiences, must-do lists and more general overviews of the destination. Read entire post >

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