DESTINATION MARKETING TRENDS TO WATCH IN 2015

Here at TOPOSOPHY we believe that you can only take the best decisions when you can see the bigger picture – so we’re starting the New Year with in-depth analysis of the biggest trends emerging in global tourism and
marketing.

Will the Apple Watch break new ground where other tech wearables have failed to do so?

Will this be the year when we see Airbnb take the leap and merge with a major online travel agent?

Will we ever reach ‘peak selfie’?

Will DMOs take more initiatives in community and economic development?

Discover our top 15 travel trends for 2015…

Want to know more about TOPOSOPHY? Find out here.

Destinations Dressing up for Valentine’s Day

Since this is the “Love” week of the year, its a nice opportunity to have a look at some -Valentine’s special- online & offline marketing initiatives that caught our eye.

We liked what we saw, with VisitPhilly rolling out its first sweepstakes, a highly targeted initiative focused on couples, aiming to increased room nights and not missing the chance to lift Facebook engagement and destination awareness.  “LOVE is in the Air” at the City of Waynesboro as well, where as part of the Virginia is For Lovers campaign, Virginians have the opportunity to put their love on display and drive visitation to the city.

‘Get a Room’ with 29 Nights of Philly Dates

The Greater Philadelphia Tourism Marketing Corporation (GPTMC) continues capitalizing on its successful 3 year old “With Love” destination brand campaign with a special “Love” Facebook contest running throughout February.

With this initiative is sends its sleepover message exclusively to couples, since according to a GPTMC hotel visitor survey, this was the most popular trip type from January through March.

The new 29 Nights of Dates sweepstakes, part of a $825,000 winter campaign—running January through March— feature more than 60 prizes on facebook.com/visitphilly, all aimed at getting couples to spend a night or two in a Philadelphia hotel this winter.

Apart from the goal of increasing room nights around the region, at the same time VisitPhilly uses the contest as an opportunity to lift  its Facebook page engagement as well, showcasing the entire region and offering targeted destination information.

According to the survey, a winter “getaway with a spouse/partner” is the #1 reason people are traveling to Philadelphia in Q1 (39%). This figure gave VisitPhilly the incentive to run the promotion, engaging their visitors with something that they were already seeking, as Robert Pierson from GPTMC explained to us.

More than $13,000 in fun, romantic prizes have been offered from local businesses to be given away every day during the month of February, while most of the prizes are centered around visitor needs like hotel nights, restaurants, attractions, events, and things to do in the city.

Fans of facebook.com/visitphilly will have a chance to win one of 29 fun, romantic and inspired Philly dates (nice way to take advantage of the extra -leap year-February day. All who enter to win a date will also be eligible to nab the grand prize on February 29: a red two-seat Vespa and a couple of With Love-branded helmets.

Love is In The Air of Waynesboro

Waynesboro Tourism is holding a special photo contest dedicated to Love this month. In partnership with the Virginia is for Lovers campaign, they are giving Virginians the opportunity to put their love on display at their first annual Love is in the Air event and photo contest.

A 6 ft tall, 16 ft long Virginia is for Lovers LOVE artwork is on display for photo opportunities from Feb. 11-Feb. 15 at a central city location, while the photos can be shared on Your Waynesboro Facebook Page, Virginia is For Lovers Facebook Page and Twitter using #LOVEVA. The aim is to increase visitation to down town Waynesboro and enjoy a day filled with LOVE events.

Katie McElroy, tourism director for the City of Waynesboro and coordinator for bringing the LOVE artwork to Waynesboro, said this is the first year Waynesboro has planned this event.

The LOVE artwork is part of the “Virginia is for Lovers” campaign, which promotes the message that love is at the heart of every Virginia vacation,” McElroy said.

The LOVE artwork has made stops at Virginia Welcome Centers, attractions and localities throughout 2011 and will travel to more locations in the Commonwealth in 2012.

Sourcewww.virginia.org

Top 5 abouTourism Articles for 2011

Right when the year is ready to come to a close, we take a look back at some of our favorite and most read articles in 2011.

During this past year, abouTourism provided insights on destination marketing and the latest advancements, highlighted the latest trends to shape the industry, and shared best practice cases showcasing successful destination strategies.

Let’s take a look at the articles that you found the most useful in 2011!

1. Destination Marketing on the Web: Trends, Challenges & Best Practices

2011 is the year that large travel suppliers strengthen their position on the web which means that destination bodies will need to catch up with them and stay relevant. DMOs have already started to swift their attention to online media, largely due to budget cuts and increasing pressure for result measurement. Even though many DMOs want to incorporate social media in their marketing efforts, many face difficulties in determining the best way to proceed, while facing challenges in providing quality information online.

2.DMO Best Practices – Innovative Uses of Social Media

Destination Marketing Organizations around the world have realised the added value of using social media channels to market their destinations and increase awareness. There are certain examples though of DMOs that seem to have “broken the code” coming up with innovative campaigns and other uses of social media channels. A look at a selection of best practices of DMO social media use.

3.Top 20 Vintage Tourism Ads (Parts I & II)

Looking at these vintage posters from destinations all over the world we wonder how much things have actually changed over these past 100 years. Even today, during the online revolution and with the availability of affordable and wide spreading media, you will still find tourism campaigns that rely  just on an inspiring photo and logo to attract international tourists.

4.Tourism Campaigns on Facebook. Like this!

Tourism Ireland was one of the first to get on the travel gamification train, hoping to exploit the phenomenal popularity of social networks by convincing more than 100,000 people to play an Irish-themed Facebook game which it launched on St Patrick’s Day. Tourism Ireland was hoping that playing the game will bring the Irish holiday experience to life for potential visitors – albeit without the rain – and they will be tempted to swap the virtual for the real and come to Ireland to spend hard cash.

5. Top Factors Influencing Destination Choice

We have all realized by now the power of reviews. It is probably a natural shift driven by the information overload that modern consumers have increasingly been facing for the past decades. Reviews and online opinions are essential to consumers in the travel-planning process and recent studies continue to show the trend that wants active social and mobile consumers preferring peer, independent reviews over the traditional channels and marketing campaigns.

DMO Profile: The Size and DNA of an Average DMO

DMAI recently released a new edition of one of its most requested research pieces, the DMO Organizational & Financial Profile Study.

A spin-off of the study is a snapshot of what the average DMO looks like based on a sample of 195 DMOs that participated.

A few tidbits from the one-page fact sheet:

  • Average total tax on a hotel room (including hotel room tax, sales taxes, TIDs, etc.): 12.6%
  • For destinations where a percentage of the city room tax is allocated to DMO funding, that average allocation is 47%
  • The majority of DMOs (70%) are independent, not-for-profit organizations
  • One-fifth of DMOs are government agencies
  • Slightly fewer than half of DMOs are membership organizations
  • The average DMO has 14 full-time and two regular part-time employees
  • The vast majority (89%) receive hotel tax funding, averaging 79% of all revenue.
  • In terms of private funding, 42% receive membership dues.
  • DMOs spend almost half (47%) of their budget on sales and marketing efforts, with media advertising the top activity (18% of total expenses). The remainder is spent on personnel (41%) and administrative (12%).

Download the fact sheet

To learn more about the complete 2011 DMO Organizational & Financial Profile Studygo here.

Source: mydmai.destinationmarketing.org

Survey Reveals DMO Marketing Budgets on the Rise

The meetings industry is feeling the positive effects of economic recovery. According to the recently released Convention Sales Practices Study, DMO marketing budgets have increased by 7% in the current fiscal year, more than twice the rate of the average convention center’s budget growth.

In 2012, the restrengthening of DMO marketing budgets is expected to continue with a projected 6% growth.

With the number one expenditure of these growing marketing budgets being spent on “people-based” marketing (ie: trade shows and conferences), how exactly is a DMO’s success measured for their marketing dollars and efforts spent?

How DMO, Venues & Hotel Communities Measure DMO Marketing Success
DMO_Success_Measurements.jpg

Convention center success is not as clearly defined throughout the industry, but 65% of venues indicate total event spending at the venue and convention center operational profit/loss as the top success metrics.

The Convention Sales Practices Study, produced by the Destination & Travel Foundation in partnership with Red7Media, benchmarks DMO and convention center sales and marketing practices, and provides insights on sales techniques, marketing channels and incentive/support efforts

Source: dmai.destinationmarketing.org

DMOs Going Mobile – Are you there yet?

As mentioned in an earlier post the internet is now involved in 85% of holiday purchases while smartphone mobile usage is steadily increasing along with the demand for more travel information and location based applications.

Since a DMO’s role is not only to promote the destination as a whole but also the tourism businesses and suppliers in that destination, considering the latest web developments they need to go where the consumer is instead of trying to convince them to come to them. Towards this direction a DMO website should be visually appealing, easy to use and providing value adding features and information in order to keep the visitors. Considering therefore that 43% of mobile phone users are now carrying a smartphone, and more than one third of mobile users plan to book their travel on their phones in the next year, DMOs need to be looking at smartphone marketing.

Let’s have a look at how several DMOs around the world (certainly not an exhaustive list) have entered the mobile destination marketing arena:

VisitEngland unveils iPhone application

VisitEngland has launched its first official iPhone application to inspire users to make the most of their time in England, whether they are planning a trip or are already in their destination.

Users can personalise their search according to indoor or outdoor activities, or the most popular ‘must-see’ things to do, and those sticking to a budget can be inspired by hundreds of free ideas. Each result comes complete with a Google Map location.

VisitEngland has had a successful partnership with the Guardian over the past two years, which has enabled the Enjoy England iPhone app to include free access to Guardian travel content. There are also over 1,000 readers’ tips, plus additional ideas from enjoyengland.com, detailed information on the whole of England available offline as well as the possibility to save any attractions or great ideas to favourites.

The post-launch phase will see an additional function, which will enable users to capture a special moment or favourite view using the app which will then send a hard copy of the picture as a postcard to the chosen address.

Sources: www.enjoyengland.comwww.breakingtravelnews.com

Colorado Tourism Office launches new mobile website

Travelers planning an epic Colorado road trip this summer will able to share their pictures of Hanging Lake and the Maroon Bells, as well as their Foursquare check-ins with an easy click from their smartphones, thanks to the snazzy new mobile website launched by the Colorado Tourism Office this month.

The mobile site is designed for iPhones, Android devices and other smartphones and features buttons for hot deals, timely specials from hotels and restaurants and listings for special events and concerts. It serves as a launchpad to  connecting with the Colorado Tourism Office via social media channels such as Facebook, Twitter, YouTube, Flickr and Foursquare.

“Mobile technologies are rapidly evolving and they enable us to engage visitors before and during a trip to Colorado,” said Colorado Tourism Office director Al White. “The mobile My Colorado feature, currently a popular function of Colorado.com, enables visitors to share their itineraries with friends following the completion of their trip, using the connectivity of social media channels,” he added.

Sources:  www.colorado.comsummitcountyvoice.com

Visit Orlando is using mobile marketing to spearhead its latest campaign

Visit Orlando, the convention and visitor’s bureau is promoting the chance to win a free trip for four to the city. Once entered in the contest, consumers can opt-in to receive ongoing promotions and information about Orlando as a travel destination.

“The strategy with this campaign is twofold,” said Eric Harber, president and chief operating officer of Hipcricket, Kirkland, WA. “First, Visit Orlando will be introduced or reintroduced to potential visitors. Second, the organization is building a loyalty club of opted-in consumers,” he said. “This allows Visit Orlando to interact with these people on an ongoing basis and offer them promotions, deals and suggestions of fun things they can do while visiting Orlando.”

The contest is currently being promoted through a number of channels, including SMS and banner and in-app ads on several different media properties. An SMS mobile call to action is also being included in radio spots, on VisitOrlando.com and on a billboard in New York’s Times Square. With the call to action, consumers are being asked to text a keyword to a shortcode in order to be entered in the contest. Although the contest kicked off in April, results regarding the number of people texting in have not yet been disclosed.

Hipcricket, the mobile marketing service provider who co-developed the campaign, did say that Visit Orlando has been able to build a mobile database of opted-in consumers for future marketing initiatives. Building a mobile database is a key component of a mobile marketing strategy and allows for continued consumer interest long after the initial promotion has ended. Businesses are also able to maintain a voice and command attention in a competitive industry.

“An opted-in consumer has raised his or her hand and is open to ongoing engagement,” Mr. Harber said. “For Visit Orlando, this keeps the entity top of mind and builds loyalty via offers and information that consumers desire.”

Sources: www.mobilemarketer.comwww.visitorlando.com

Hong Kong Tourism Board launches augmented reality mobile applications

The Hong Kong Tourism Board (HKTB) and Cathay Pacific Airways recently announced their joint initiative – DiscoverHongKong Mobile App Series – one of the first smart phone travel application series in the world that makes use of the augmented reality technology.

HKTB Chairman Mr James Tien said: “In recent years, Wi-Fi technology has advanced progressively, leading to greater functions for smart phones and the popular trend of promotions via the mobile platform. Our visitor survey also showed that more than half of all visitors to Hong Kong bring a smart phone with them during their trip. Capitalising on this trend, we have joined hands with Cathay Pacific to devise the DiscoverHongKong Mobile App Series, enabling visitors to find tourist information near their location easily when they are travelling in Hong Kong. These mobile applications also provide a platform for the HKTB to introduce the mega events and activities, as well as retail and dining outlets in the city, maximising the effectiveness of our promotions.”

The DiscoverHongKong Mobile App Series currently includes two applications. One of these is “DiscoverHongKong AR”, which features over 100 attractions, 5,000 retail outlets and 2,000 dining establishments, as well as the shopping malls and open-air markets all over Hong Kong.

Combining the augmented reality technology with the global positioning system (GPS) and camera of the smart phone, the application shows points of interest, including major attractions, shops accredited under the HKTB’s Quality Tourism Services Scheme and award-winning restaurants, in visitors’ vicinity. All visitors need to do is use the camera of their phone as a viewer, and the points of interest will appear overlaid on the real-world views on the phone screen. They can also tap each of these points of interest for detailed information (such as introduction and address), and refer to the offline map for transportation routes, making the application a round-the-clock digital travel guide for travellers.

The other application, “DiscoverHongKong City Walks”, leads visitors through four themed walking trails in the urban areas of Hong Kong. Also using the augmented reality technology, a detailed offline map and the GPS, this application acts like a docent by providing in-depth information on each of the attractions along the trails, enriching visitors’ travel experience in Hong Kong. There is also a search function for users to locate shops, restaurants, MTR exits and Wi-Fi hotspots near the trails.

In addition, the HKTB is collaborating with PCCW to provide Wi-Fi services at over 8,000 hotspots for visitors to access DiscoverHongKong.com and download the travel applications onto their smart phones at no cost. This service helps to enhance visitors’ experience during their stay in Hong Kong.

Sources: finchannel.comwww.discoverhongkong.com

Tourism Victoria, BC has a Mobile Application

Visitors and locals alike have a new way to get the latest information about all there is to do in Victoria, British Columbia since September 2010. The launch of Tourism Victoria’s travel guide-like mobile app is a major initiative for the organization and a new all-inclusive feature for Greater Victoria.

Rob Gialloreto, President & CEO of Tourism Victoria stated: “Tourism Victoria is delighted to launch this free mobile app to help visitors explore our remarkable destination. It combines traditional destination information with a digital focus to capitalize on what we’re seeing as a more mobile-focused visitor base. With a great mapping tool and instant access to our digital initiatives, we’re confident this app will do nothing but showcase Greater Victoria to potential visitors.”

One of only a handful of destination marketing organizations in British Columbia to have a mobile app, Tourism Victoria has really focused on being digitally present in an ever-increasing online-based market. Similar destination specific apps attain between 400 and 1000 downloads per month and Tourism Victoria is poised to achieve similar results. Part of the organizations digital strategy efforts, the mobile app launch now joins Tourism Victoria’s mobile website m.tourismvictoria.com, various social media efforts including twitter and facebook, and developing blogs green Victoria and going local.

Designed for quick access information, Tourism Victoria’s mobile app connects users to a comprehensive list of member suppliers and events. Specific features on the app include: activity ideas, interactive and GPS enabled maps, a calendar of events, and a direct Twitter link. In addition, all of Tourism Victoria’s member suppliers are showcased on the app. Attractions, accommodations, transportation, outdoor activities, dining, shopping, theatre, arts and entertainment, tours, and various visitor services listing are all capable of direct connection from the app to the member by phone, email, or website.

Sources: www.tourismvictoria.comm.tourismvictoria.com

Have any more cases in mind or would like to know more about a similar subject? Feel free to let us know through the comments area below!

DMO Best Practices – Innovative Uses of Social Media

Destination Marketing Organizations around the world have realised the added value of using social media channels to market their destinations and increase awareness. There are certain examples though of DMOs that seem to have “broken the code” coming up with innovative campaigns and other uses of social media channels. Let’s have a look at a selection of best practices of DMO social media use.

The Banff Squirrel & Twitter

The fun element of destinations is definitely what social media can bring out and it should not get lost along the way. A viral sensation since 2009, the cheeky squirrel in Alberta’s Banff National Park became famous after stealing the spotlight in a tourist’s photo.

It all begun when Melissa Brandts, who was visiting from Minnesota, set up her camera on a tripod to capture her and her husband, in front of picturesque Lake Minnewanka. The little ground squirrel appeared, became intrigued with the sound of the focusing camera and popped right into the shot. The couple submitted the photo to a National Geographic contest and the magazine posted it to an online gallery on Aug. 7.

Within hours of the meme taking off, Banff Lake Louise Tourism produced “Banff Crasher Squirrel: The Movie” on YouTube and created the @Banff_Squirrel Twitter account which now has almost 7.000 followers. The squirrel has a continuously scrolling conversation with tourists via Twitter on the Real Banff page that many people find enjoyable to follow. As of April 2011, the Banff Squirrel is ranked # 4 among the 25 Most Influential Tourist Boards and DMOs Online published by influencersintravel.com.

VisitPhilly, Twitter & 2-way engagement

VisitPhilly.com, is the official visitor website for Greater Philadelphia. Through @visitphilly, tweeter Caroline from leads lively conversations, publishes a Photo of the Day contributed by followers and encourages people to visit a branded page on Foursquare, the location-based social networking website and game. This sort of two way engagement has led the DMO to the 7th place of the 25 most influential DMOs online according to influencersintravel.com .

Many DMOs are using Facebook to promote their destination, however most are using their FB pages to promote events, throw contests and engage in short conversations. Few DMOs have used it in order to unite audience and stakeholders towards greater causes and strategic goals.

Anaheim/Orange County & Community engagement

Anaheim/Orange County Visitor & Convention Bureau launched a Facebook sweepstakes program entitled “Share Our Sunshine” celebrating its 50th Anniversary. The basic idea behind the campaign was to involve the entire community.

Eighty of the hotel, restaurant and attraction partners of the Anaheim/Orange County bureau participated in the campaign thus extending the benefits to the entire tourism region. Another best-practice element was to target the prizes to various categories of winners: trips for men, trips for women, getaways for two and family excursions.

Visit Florida & Crisis Management

Visit Florida-the official tourism marketing corporation for the state of Florida – hosted the “Great VISIT FLORIDA Beach Walk”on November 2010 to clear up any doubts about the status of Florida’s beaches in the aftermath of the Deepwater Horizon oil spill.

“One of the great elements of Florida Live was the activation of Floridians to tell the real story,” said Chris Thompson, President and CEO of VISIT FLORIDA. “We reached out to our ‘Share a Little Sunshine’ fans on Facebook and asked them to post date-stamped images of our beaches – and they proved to be great fans. Recent focus groups told us those real photos, taken by real people, were really powerful.” Studies that people who visited Florida Live were 31 percent more likely to visit Florida during and after the oil spill than those who had not been to the site.

Photos of Florida’s 825 miles of beaches appear in the “Florida Live” feature on VISITFLORIDA.com so potential visitors can see the latest beach conditions for themselves. Florida Live was created in May 2010 to maintain consumer trust through the course of the crisis by providing real-time updates from destinations around the state, coupled with live webcams and consumer generated content. Recognized as a best practice for crisis management, Florida Live has proven to be an innovative use of technology and content to address the oil spill situation.

Toronto and integrated video technology

In Canada, the city of Toronto is using innovative video technology that taps into Facebook and other social networks via  informal “ambassadors.” Tourism Toronto in the summer of 2010 began setting up interactive video recording stations at a number of festivals and attractions and invited residents and visitors to record messages about why they love Toronto.

After each video is recorded, the technology compresses a copy and instantly attaches footage that adds music, imagery, Tourism Toronto branding and a call to action.If the consumer decides they want to share their video, the “brand wrapped” video clip is then uploaded to their Facebook page, YouTube and Twitter accounts or sent to them by email.

The program is unique from several standpoints – the instant branding video technology has never been used before and Toronto is the first DMO to use this new technology and this kind of approach to promoting a destination. “The combination of community-based engagement, video footage and social networks wins on a number of levels,” says Clifford Ward, chief creative officer for USDM.net, creator of the technology.

#InCostaBrava blog trip

Costa Brava recently organized a bloggers trip to the destination under the tagline 16 Bloggers.  7 Days.  1 Amazing Destination

#InCostaBrava brought 16 bloggers to the region for a week to sample the best experiences of the region, pulling together businesses and resources from all levels to create a major online buzz.  The event culminated with a social media workshop where bloggers and tourism providers discussed tactics and strategies as well as a reflection on the week.

According to Andy Hays, one of the invited travel bloggers , the #InCostaBrava group trip proved to be a successful model of social media tourism outreach due to the following factors:

  • The organization trusted the bloggers not just as content providers, but as “digital ambassadors”
  • They found the right people for the trip with a good mix of styles and backgrounds
  • There was a high level of teamwork in the destination, where all stakeholders, from tourism board to hotels and museums opened their doors and were on board to provide their best service
  • #InCostaBrava drove traditional PR and outreach opportunities beyond Social Media
  • The ambassadors were given what they needed in order to complete their “mission” successfully. #InCostaBrava wanted people to tweet and share photos and on-the-go coverage.  So they provided Wifi throughout the entire trip

Do you have other best practice examples in mind? Share them with us at the comments below!

AbouTourism announces official collaboration with TCI Research

24/03/2011, Athens, Greece: aboutourism, the international destination management and marketing consultancy announced its collaboration with the Brussels-based research company, TCI Research, as the exclusive representative of TRAVELSAT© Competitive Index in Greece & SE Europe/Eastern Med Destinations.

TRAVELSAT© Competitive Index, a key product of TCI Research, is an unrivaled benchmarking tool that offers tourism industry professionals vital information based on independent global feedback of tourists on over 80+ Satisfaction Indexes for over 100 destinations and markets.

“TravelSat Competitive Index, is an essential instrument for tourism destinations and fills a long sustained gap in qualitative tourism benchmarking in the region. We are optimistic that tourism decision makers seeking to enhance their marketing and competitive edge will incorporate it as part of their destination’s development, management & marketing process”, said aboutourism Managing Director & Founder Manolis Psarros.

TCI Research Founder & Managing Director Olivier Henry-Biabaud adds: “With aboutourism joining the network of regional TRAVELSAT partners, tourism organizations and stakeholders can combine the benefits a global standard survey with customized local expertise. Benchmarking is essential for SE Europe/Eastern Med Destinations to improve further their competitiveness.”

TRAVELSAT© is the only global professional survey offering: A reference global norm measuring tourists’ satisfaction; Independent data collection; Benchmark instrument designed for tourism stakeholders; 80+ competitive indexes reporting visitors’ experience; 100+ markets and traveller segmentsLarge and relevant benchmark (geographical & motivational); Standard methodology (2 years of validation process); Customised reporting (all destinations’ needs and sizes); Multiple applications such as marketing, policy making, communication.

More specifically, TRAVELSAT© answers questions such as:

Which accommodation types generate the highest and lowest satisfaction levels vs competitive destinations?

Do satisfied visitors envisage coming back to the same region or exploring other areas?

Who are the segments spreading good reputation of my destination vs other destinations?
And who are my detractors ? Which competitive destinations delight them today?

How do I perform on quality criteria related to sustainability and environment vs Euromed norms? And who is best-in-class in these areas?

And many more…systematically benchmarking results of destinations in their specific competitive environment.


How it Works

A scalable service fitting each needs & resources

  • Customized Snapshort Report “on demand”
  • Annual subscription fee – 24/7 dynamic online data reporting
  • Quarterly data update
  • Added value Report & Presentation by your local expert

Optional Services

  • Exclusives questions
  • Domestic module (TRAVELSAT© applied on domestic visitors)
  • Support for data based promotional actions (PR, Lobbying…)

Report example for destination: Greece


aboutourism is an Athens based, newly-formed destination development & marketing consultancy with a regional focus on South Eastern & Eastern Mediterranean Regions. A one-stop-shop for tourism boards, destination management organizations and tourism professionals associations, our passion is to help destinations succeed by providing specific solutions & implementation support in every stage of the destination’s development, management & marketing process. Further info at: http://www.aboutourism.com.

TCI Research is an independent research company based in Brussels, specializing in survey-based evaluation in the public and private tourism sectors. The company assists tourism stakeholders improve their performance and competitiveness through a better understanding of the traveller’s opinion and behaviours. The company collects reliable data based on surveys and observations to provide independent and professional analysis, with a special focus on the competitive environment of their clients.They develop a unique range of methodologies measuring travellers experience, destination performance and reputation, branding and communication. Further info at: http://www.tci-research.com.

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Study Snapshot: New DMO Media Metrics – What Should I Be Measuring? Part 2

Originally posted in DMAI website: destinationmarketing.org

As a follow up to the previous post on social media metrics, here are a few more social metrics to measure, uncovered as DMAI’s Standard CVB Performance Reporting is updated with online marketing and social media guidelines.

Previously the focus was mainly on DMO measurements for the big social media players such as Facebook and Twitter.  But in this part of metrics mini-series let’s turn the spotlight on to the online marketing stats surveyed DMOs are keeping track of.

Respondents revealed…

  • A majority have gone mobile (or at least mobile friendly), but only 18% are currently utilizing text message marketing.
  • 85% engage in email marketing, with respondents indicating total emails opened (89%), total emails delivered (87%) and email open percent (82%) as the three most important metrics to track.
  • 74% are currently running banner ad campaigns, but only 24% track their conversion rate.
  • Those engaging in search engine/pay-per-click advertising strongly indicate total clicks and click-through rates as the top two stats to monitor.