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Our team has lots of great ideas - and we're willing to share
Last year we flagged a breakthrough study on the role and impact of destination websites in driving visitation and spending in destinations (Blog post: Destination Websites that Drive Travel). With the support and facilitation of DMA West and its Foundation, and conducted by Destination Analysts, Miles was the sole sponsor of the largest-ever multi-destination website study into what drives travel to destinations. Almost 380,000 website users were surveyed over this full-year study. Since an estimated 36% of U.S. leisure travelers access destination websites in their trip planning (State of the American Traveler, July 2017), this study has given us a far better understanding of an influential part of trip planning resources used by travelers.
The conversion research study concluded earlier this year and summarized results are now publicly available (see link at the bottom of this blog).
At our December “The Year in Review and Year Ahead” webinar, Phocuswright’s Douglas Quinby identified 10 key trends for destination and tourism marketers. Building on five of these key trends, Miles’ Chris Adams summarized specific examples, recommendations and resources for action for destination and tourism managers and marketers.
As you head into 2018, use these recommendations and resources as inspiration for your New Year’s marketing resolutions:
#1: Plan Content and Campaigns Around Hyper-Informed Travelers
During the webinar, Douglas highlighted how digital technologies and marketing is now at the center of travel. However, beyond this trend is the broader reality of an increasingly fragmented and complex media and travel planning environment. Visitors are consuming more media and accessing more sources of information that ever before – so much so
Miles team members recently attended some of the industry’s top events and brought back highlights on the topics and trends discussed. We wanted to share a few takeaways from these conferences that will likely play a role in the travel and tourism industry as we move into 2018.
Skift Global Forum
The “TED of travel” and one of the most creative business gatherings in the global travel industry, Skift’s Global Forum focuses on the future of the travel industry and the industry leaders creating and defining the way. Miles’ Vice President of New Business Development/Creative Director Elena Prostova attended and highlighted two key themes that drove conversation at the event and throughout the industry.
A State of Permanxiety: To discuss the current state of anxiety existing in the world today, the term “Permanxiety” was introduced and became a main focus at this year’s event. This state is caused by the constant concerns facing the world (such as terror attacks, natural disasters and culture wars) and is affecting destinations around the globe. We can’t
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