Lost in Translation?

Head of Research and Insights
Published 6/28/12
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Is your marketing message right for international travelers?

Do you know if your destination's website is communicating the right message to international travelers? During this year's annual DMAI conference, the Global All-Stars Marketing Institute will release new research to help attendees answer that question.

For the second consecutive year, Miles is partnering with DMAI to present the Global All-Stars. I am honored to be involved as the moderator of the Insights portion of the session, which features original research and analysis from the industry’s leading researchers.

Our featured speakers on the Insights panel include Richard Santiago, Director, Global Insights & Innovation at Brand USA, and Dave Bratton, Managing Partner of Destination Analysts.

The session will include the release of a new study that probes the online information needs and behavior of international travelers when planning a trip to the United States. The study combines both research and analytics from a sampling of CVB and state tourism websites across the U.S. By combining these two elements, the study is able to complement the “what they say they do” with the “what they actually do” when planning a trip.

The research provides insights into the types of information and content global travelers are seeking when “deciding where to go” – the all-important decision on which destination(s) to visit. It highlights specifically the website content, information and features sought by international visitors and how these needs compare to domestic travelers.

The intent of the session is to provide those attending with information they can act on back at the office after the conference. This includes potential changes to website content and functionality plus social media and email marketing programs, all with an eye toward increasing your marketing’s international relevancy and ROI.

With international travelers to the U.S. spending $134 billion in 2010 and growing at double-digit rates (Source: U.S. Travel), these resources will be invaluable for any destination seeking to increase its share of the international visitor market. The Global All-Stars Marketing Institute will also offer ideas and insights from expert DMO panelists from some of the world's most exciting destinations, including Australia, Ireland and Orlando.

You can learn more about the session and the conference by clicking here. Global All-Stars is free to conference attendees, but space is limited so be sure to reserve your seat today.