Destination Marketing Metrics: Research Takes a Vacation

Marguerite McNeal
Marketing Researchers
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Key Takeaways

  • It is easy to persuade its clients to embrace new technology. This is simply because digital campaigns are the easiest to track and quantify.

  • The nature of the tourism industry makes it a playground for content marketing efforts, as travelers post, share and write reviews almost instantly.

  • Embracing new technologies and platforms will give the organization a competitive advantage, provide services and facilities that satisfy today’s consumers and expand the company’s revenues.

While consumers study every facet of a product or service online prior to a purchase, digital tourism marketing agencies use market research to learn about the travelers they serve and where to spend their digital dollars. Destination marketing organizations across Canada are participating in a one-of-a-kind benchmarking program to create industry standards for measurement and to analyze trends in new media. Now that travel buying behavior has shifted online, agencies must adjust marketing tactics to reach 86% of customers who are researching and buying travel on the Web, according to research from Google and Ipsos MediaCT.

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Author Bio:

Marguerite McNeal
​​Marguerite McNeal​ is a staff writer for the AMA’s Magazines and e-Newsletters. ​​​
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