tourism marketing trends & research methods for small - medium destinations, resorts &...
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www.TourismIntel.com
Research Methods & Results for 2015
Southwest Tourism Summit 2015April 10, 2015
Durango, Colorado
www.TourismIntel.com
The Set Up
● Recent Trends in Travel & What to Do About it
● Research Method & Examples● Research Tools
www.TourismIntel.com
Sources
● Google.com/think● 2014 Traveler’s Road to Decision● Mind numbingly boring data analysis
on real campaigns
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Toolshttps://www.thinkwithgoogle.com/tools/
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Awareness
Awareness Content vs.Acquisition Content
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What We’re Giving You
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Mobile & Tablet
Awareness Content vs.Acquisition Content
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Mobile & Tablet
Awareness Content vs.Acquisition Content
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Device
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Inspiration
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Behavior
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Browsing First
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Awareness Content vs.Acquisition Content
Behavior
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What do you know about your people on a
Phone?Not much.
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Research Project #1What should our
mobile experience be?
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Mobile
What do you know about your traveler on mobile?
Watch their behavior
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What We’re Giving You
ControlFeedback LoopContentA FaceCentralized Data & Reporting
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What Mobile Experience?
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Segment & AnalyzeHow to segment in GA
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Behavior Flow
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Navigation on a Phone Has to be different from
other devices?
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Back to Research
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Inspiration
Awareness Content vs.Acquisition Content
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Are you Unique?
Awareness Content vs.Acquisition Content
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Research Project #2What Content Inspires Travelers &
Creates Awareness?
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Do You Have Content for Awareness or is it all
Acquisition?
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Look at Search Activity in Market
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Green Chile
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It’s The Recipe
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Content Creation
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Video
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Awareness & Traffic
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In Review
● Recent Trends in Travel & What to Do About it
● Research Method & Examples● Research Tools
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What We’re Giving You
Thank You.
StudyPresentationslideshare.net/richardaburrell
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