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On December 7, 2016, Phocuswright VP of Research Douglas Quinby joined our webinar series for impactful analysis of 10 major trends, challenges and opportunities for tourism marketers.
Douglas is a veteran of online travel and one of our industry’s thought leaders; Phocuswright has been a global leader for 20+ years in decoding and interpreting the exciting but complex and fast-changing intersection of travel and technology. Their Phocuswright Executive Conference held each November in the U.S. (and related conferences in Europe and Asia) are arguably the most important in the sector.
Douglas highlighted 10 major trends that destination and tourism marketers and decision makers need to focus on in the year (and years) ahead. Here is summary along with critical takeaways to action:
#1: Election Unknowns
The U.S. Presidential
Destination Analysts with the support of Miles is launching an exciting, combined, State Tourism Website Conversion Study for 2017 — the largest and most comprehensive such study ever undertaken. This website conversion study will offer invaluable insights on how to build, manage and market a state tourism website (and its related digital marketing programs) that drives actual visitation, spending and length of stay — in short; ROI.
This project will be run by our longtime research partners at Destination Analysts, and is being supported and sponsored by Miles as part of our commitment to state tourism offices across the US — and to better understanding results-driven destination marketing. The program is open to all state tourism offices, and we are already anticipating at least 10 states will join the program, allowing for individual reporting and invaluable comparisons against a peer group of other states.
Last month I attended the Ad Age Brand Summit in Los Angeles, which brought together marketers from a variety of industries, all with the goal of learning new strategies to help brands of all sizes succeed in today’s complex media environment.
Sessions ranged from future opportunities in virtual reality to the risks and rewards of live video, as well as case study success highlights from major players such as Target, Intel, Honda and Mountain Dew.
Though speakers covered a wide range of topics, what I took away as the overarching theme of the event was that meaningful brands do meaningful things—to be successful, you not only need to be authentic, but culturally relevant, consumer focused and, at times, fearless.
Below are some of my favorite quotes, thoughts and ideas shared during the Summit:
Ben Steele, REI: Think of authenticity as multidimensional; telling a great story isn’t enough: brands that take action truly drive engagement. Get more comfortable
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