View all posts: Research

View all posts: Research
Head of Research and Insights
Research
Trends

State of the American Traveler – Mobile Edition

The latest State of the American Traveler research from Destination Analysts focuses on the continued growth of mobile devices as increasingly important to all parts of travel and tourism. From inspiration and dreaming (e.g.: watching videos) to trip planning, booking and actual “in market” experiences (e.g.: sharing experiences via social media), smartphones are moving into the center of travel behavior. 

At our November Next-Generation Mobile Webinar, Destination Analysts’ Erin Francis-Cummings summarized the key results from this study, and Lara Ortiz and Kim Palmer of Miles looked at critical best practices in design, development and optimization to take advantage of all the features and functionality of the latest smartphone technologies. We also looked at how more than 230 DMOs globally have adapted...

Head of Research and Insights
Research

Call for Participants: Major State Tourism Website Conversion Study in 2017

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...

Head of Research and Insights
Mobile
Research

Study Highlights Mobile Readiness of Destinations Worldwide

The second annual study of the mobile readiness of Destination Marketing Organizations around the world has been published by Miles and Ryerson University in Toronto, Canada. 

The Global DMO Mobile Readiness Index is the world’s most comprehensive analysis of the mobile readiness of Destination Marketing Organizations (DMOs) globally.  The study is sponsored by Miles and undertaken by the Ted Rogers School of Management at Ryerson University. It surveys the mobile readiness of 231 DMOs around the world including city, state, regional, provincial and national tourism organizations. 

The 2016 study updates the Index from 2015 and 2014 to identify trends, leaders and laggards in the critical area of mobile readiness. 

In the race towards servicing the mobile enabled traveler, larger US (state & major CVB) destinations plus...

Head of Research and Insights
Research
Technology

High Tech & High Touch

In the second quarterly edition of the 2016 State of the American Traveler from Destination Analysts, we took a closer look at the adoption and use of new technology by American leisure travelers. In this blog, I suggest three important conclusions and related recommendations to consider in the review of your marketing plans – both for the balance of 2016 and into 2017. 

Download the summary report of The State of the American Traveler TECHNOLOGY Edition

Perhaps the most profound (if obvious) insight was the continued critical importance of word of mouth (especially, face to face) in the destination and other travel decisions by travelers. Word of mouth has always been fundamental...

Head of Research and Insights
Research

Destination Websites That Drive Travel

Destination Marketing Organizations (DMOs) in 2016 are reaching more potential travelers than ever before. With the power of new media complementing the continued reach of print guides and traditional media, almost all destinations are delivering more content to more consumers than ever before.

At the center of this expanded audience is a destination’s website. Across Miles’ 80+ DMO clients, average website traffic in 2015 topped 1 million unique users for the year (“Users” in Google Analytics FY 2015), highlighting the reach of a destination’s website as its central marketing platform. 

But are these millions of users actually influenced by the website? Specifically, does the website’s content and features help them to decide to travel to the destination? If so, what is their length of stay and visitor spend? In...