For Destination Marketing Organizations (DMOs)
Visitors bureaus, chambers of commerce, regional DMOs, city/county organizations… those who are targeting VISITORS to a place.
Our Current Studies:
Perception and Brand Image StudyWhen it comes to visitors making decisions on where they should travel, perception is reality. Understanding how you are perceived in the marketplace helps define your brand position and provides new ideas for targeting and messaging. Our perception studies randomly sample consumers in your top feeder markets to determine awareness levels and perceptions of your destination as well as of your top competitors, including the comparison of perceptions for both visitors and non-visitors.
Visitor Profile and Segmentation StudyThe most important piece of marketing a destination is a clear picture of to whom you are marketing! This study is designed to provide a deep understanding of your unique different types of visitors (including travel patterns, perceptions and asset preferences in your community) as well as direction on targeting visitor segments to increase visitation.
Visitor Conversion/ROI StudyDestination Marketing Organizations, and indeed any organization run by a board, often find themselves needing to prove that their marketing efforts have made an impact. This study is ideal for illustrating the positive economic impact of your marketing efforts as an organization. It provides a look at how your inquirers convert into visitors and how much those visitors spend. ROI calculations include overall ROI and an ROI for those directly influenced by marketing materials. Available state and/or local economic impact data will be used to estimate economic impact, and help you develop a storyline to prove the effectiveness of your marketing and the value of tourism to your board members, partners and stakeholders.
Lodging StudyInvolving the stakeholders/hotel partners in your destination is an important part of gaining participation and creating buy-in to your efforts. Hoteliers and lodging partners are valuable resources for understanding the visitors that come to your community; in this study we engage them in surveys and/or interviews to learn as much as we can about who comes to each property in your destination. Results include a segmentation of the overnight visitors of your destination and a destination STR report of annual and seasonal occupancy, revPAR, and more.