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Complex. Fragmented. Comprehensive. These are just some of the adjectives that can be used to describe how travelers plan their trips in 2017. Here at Miles, we have coined the term “Hyper-Informed” to describe the travel media landscape and the sources of information that travelers now access.
At Miles, we have been monitoring the media use and travel planning behaviors of travelers for more than 10 years with our research partner Destination Analysts. Their State of the American Traveler quarterly survey of U.S. leisure travelers has consistently tracked a rise in the range and complexity of media that travelers are accessing. This has a created a Hyper-Informed Traveler: More visitors are using more sources of information than ever before in the history of our industry.
The third quarterly edition of The State of the American Traveler expands from its past look at different generations of U.S. travelers to look more broadly – and narrowly – at U.S. leisure travelers. The team at Destination Analysts, with whom we have been working for 10 years as the sole sponsor of their State of the American Traveler research report, define and describe six U.S. traveler segments in detail.
For more than 100 years, print was the foundation of destination marketing. The Official Visitor Guide is almost as old as DMOs, which trace their origins back to the earliest convention and meetings bureaus set up in the late 1800s. Visitor guides published by cities, states and countries became a staple of visitor planning in the years after World War II — marketed via print or television advertising and a toll-free number available for consumers to order the guide. Orders for visitor guides became a major metric against which DMOs measured success in their marketing and campaign activity. Here at Miles, our origins as travel marketing experts go back 60-plus years. In the early decades of our company, print formed the primary way in which destinations presented and delivered travel information and content to prospective visitors.
New technology has always been part of travel – from the convenience of the automobile, to the wonders of flight and the global reach of the Internet.
In 2017, technology made another step change to move even further into the center of how travelers inspire, plan, book and share their travel experiences.
Miles has just published an updated and expanded version of its white paper, “Online Booking Solutions” for Destination Marketing Organizations. The 2017 edition of this Miles white paper highlights the critical role hotel information plays in travel and destination decisions.
Travelers may yearn for experiences when they travel to a destination – but a comfortable bed (at an affordable rate) is also on their mind in considering where to go. Information on hotels and places to stay have consistently been shown as one of...