How We Think
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Our team has lots of great ideas - and we're willing to share
Combine These Two Marketing Strategies for a More Impactful Customer Experience
Marketing teams are inundated everyday with scary statistics about subpar digital experiences and wasted marketing dollars. Often, the answer to these issues is to personalize or optimize content on your online channels. But what do these two strategies really mean? When should one be used over the other? Or are personalization and optimization complementary strategies meant to be used together?
Our take: Personalization and optimization are the new peanut butter and jelly. Together they help destination marketers succeed in this new era of customer experience.
Personalization is the process of delivering content based on a user’s demographics, interests, preferences, previous actions or implied intentions. At the core of personalization is user data — to personalize an experience, we need to know where a customer is coming from, what they are interested in, the context
How Travel Media Usage Has Changed Over the Last Decade
Travelers are using media from more sources and across more points in their travel experiences than ever before. We have coined the term, the “Hyper-Informed Traveler”, to reflect a highly complex and fragmented media landscape. For more on this, check out my blog post, "The Rise of the Hyper-Informed Traveler".
Working with our research partner Destinations Analysts, who have tracked US leisure traveler behavior, interests and media use over the last 11+ years, we took a long term look at how media use has changed over the last decade, which is summarized in our new research white paper, The Hyper-Informed Traveler.
This new resource highlights how the rapid penetration of smartphones (around 6/10 of all US travelers now use them in planning and travel) has spurred tremendous growth in user-generated content and social media use in travel over the last decade; up 5x and 7x respectively over that period.
New Research on the Impact of Natural and Man-made Disasters on Travel Intentions Over Time
- Watch our short, spotlight webinar with Destination Analysts summarizing the research results
The last few years have seen an accelerating number of both natural and man-made disasters impacting destinations around the world.
In the U.S., increasing wild fires across the west and flooding events in the east and south have increased and become more severe. Recent fires in California and Colorado follow the pattern of earlier and more damaging fires as well as the continual “fire season”. In storms and other wet weather occurences, the trend is the same. For example in late May,
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