How We Think
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Bretton Woods, NH
Our team has lots of great ideas - and we're willing to share
When the professionals at Miles brainstorm new product concepts for our destination partners, we consider several factors before landing on the recommendations we ultimately present. The most up-to-date travel research, the latest marketing trends, our own forward-thinking ideas and – most importantly – our client’s overall goals all play a critical role in this process.
And when all of those planets align, the results are pretty stellar. That’s exactly what happened when Miles recently published a groundbreaking new state travel guide for Wild, Wonderful West Virginia.
The West Virginia Division of Tourism had recently launched a new branding campaign focusing on “Real” experiences and people. Their goal for the Official State Travel Guide was to have a print fulfillment piece that also helped support this “Real” theme. We jumped into action by first diving into findings of the most recent “State of the American Traveler” research conducted by Destination Analysts. During that
According to Nielson, “74% of customers are frustrated that web content doesn’t map to their interest.” With this in mind, what is your organization doing now to create more meaningful experiences for your visitors online?
Destinations across the globe are in various stages of maturity when it comes to personalization, but regardless of whether you are a first adopter or are just coming onboard with personalization, there are some important foundational steps you’ll want to include in your strategic plan.
Step 1: Conduct Research and Identify Visitor Segments
Identifying visitor segments and understanding what those visitors are looking for in their online experience will help you map the customer journey and identify the types of content you’ll need to drive better engagement and higher conversions. From our experience, we suggest you start simple and expand your segments over time; deeper segmentation will be possible once you accumulate more data on your visitors.
This is also the right time to set short- and long-term goals for your new personalized content. Define the outcomes you expect and
Part 3 of a 3 Part Video Series
Watch Part 3 of the video series featuring Jesse Desjardins, Global Manager of Content & Social for Tourism Australia
We finish our video series with a quick summary of the influencer-led campaign that Tourism Australia undertook with GoPro.
In 2016, Tourism Australia worked with GoPro to bring 74 of their top athletes to Australia. These were influencers with strong social media connections in their respective interest areas from skydiving, surfing, wakeboarding to diving. This initiative was a large-scale example of a very popular form of social media-led marketing for tourism organizations – leveraging influencers to create, curate and
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