In the heart of Napa Valley’s enchanting landscapes and delectable culinary offerings, a unique challenge awaited resolution. Renowned for its exceptional wines, delectable cuisine, and breathtaking scenery, Napa Valley had long reigned as a favored destination.
However, the absence of comprehensive visitor insights left a void in their marketing strategy, hindering the full potential of their allure.
Empowered by the vision to elevate Napa Valley’s prominence, Future Partners took the helm, embarking on an illuminating journey to unravel the mysteries of the valley’s success. Armed with an unwavering commitment, Future Partners embarked on a transformative partnership to unveil the true essence of Napa Valley’s appeal.
The Challenge:
Napa Valley’s allure had beckoned travelers for years, yet the lack of comprehensive visitor research obscured the path to unlocking its full potential. The region’s tourism had flourished, but without actionable intelligence, the marketing strategies remained unrefined. Seeking to harness the untapped potential, Future Partners stepped in to reshape the narrative.
Our Dynamic Solution:
Under Future Partners’ guidance, a groundbreaking study unfolded, casting light on Napa Valley’s visitors in unprecedented detail. Rigorous and comprehensive, this research journey encompassed four vital components:
- Lodging Guest Survey: A self-administered survey spanned across various lodging properties, unveiling the diverse array of visitors who graced Napa Valley’s hospitality.
- Visitor Intercept Survey: A glimpse into the lives of visitors who chose alternative accommodations, such as day-trippers and visiting friends and relatives (VFRs), unveiled an even richer tapestry of Napa Valley’s allure.
- Supplemental Telephone Survey: Delving deeper, Future Partners quantified the number of VFRs who found solace in Napa Valley’s private abodes, painting a comprehensive picture of overnight guests.
- Meeting Planners and Hoteliers Insights: Strategic conversations with meeting planners and local hoteliers provided valuable insights into event planning expenditures, further enriching the narrative.
Triumphs Unveiled:
The culmination of Future Partners’ endeavors birthed a vivid and comprehensive visitor profile, breathing life into Napa Valley’s story. Armed with this newfound understanding, Visit Napa Valley embraced a strategic renaissance. The insights illuminated strategic avenues that would ensure Napa Valley’s allure resonated deeply with travelers.
Guided by the Destination Economic Impact Model, Napa Valley harnessed the power to accurately estimate visitor spending and volume. This invaluable asset paved the way for Visit Napa Valley to redefine its stance in the travel realm, effectively communicating the profound impact of tourism on the local community.
A Vibrant Transformation:
In the radiant glow of Future Partners’ efforts, Napa Valley experienced a renaissance like no other. Armed with actionable tools and profound insights, Visit Napa Valley emerged poised for a new era of prominence. The synergy between Future Partners and Napa Valley epitomized the harmonious fusion of vision and execution, forever etching a chapter of success in the annals of travel brilliance.
In our client’s own words:
“I saw in their eyes something I was to see over and over in every part of the nation, a burning desire to go, to move, to get under way… Nearly every American hungers to move.”
– John Steinbeck, Travels with Charley
If you’ve worked in destination marketing for a minute, you’ve seen what Steinbeck saw. Americans do not simply travel; they yearn to move. Even in the hardest moments of the pandemic, Future Partners’ survey data showed many travelers aching to get out and explore. And today? That hunger has fully roared back. Nothing satisfies that deep-seated American instinct quite like the open road. More than two-thirds of leisure trips in the last month involved a car. Road tripping isn’t just a mode of transportation, it’s an identity. A national pastime.
Which brings us to 2026, and one of the biggest opportunities for destinations in recent memory: The 100-Year Anniversary of Route 66.
Eight states. Hundreds of communities. A century of stories, neon, nostalgia, diners, motor lodges, wide open skies, and now, a year-long calendar of car shows, festivals, parades, restoration events, cultural celebrations, and once-in-a-generation trip inspiration. No wonder 51.9% of Americans say they’re interested in traveling to enjoy these Route 66 centennial experiences. That is a massive demand signal.
But here’s the real story for marketers:
Route 66–interested travelers are a dream audience.
Future Partners’ monthly State of the American Traveler data shows travelers attracted to the anniversary are:
- Highly adventure-oriented.
More than 84% describe themselves as moderately to extremely adventurous, that’s gold for DMOs crafting bold messaging. - Optimistic about travel.
They expect to travel more next year and spend more doing it. - Events-driven.
They already travel for special events and sporting events at far higher rates, so a large-scale celebration like the Centennial is squarely in their wheelhouse. - Social-media power users.
Majority use social platforms for trip planning and destination discovery. - DMO-engaged.
They turn to official visitor bureaus, tourism offices, and local guides significantly more often than other travelers.
This is not a passive audience. This is a ready-to-convert, eager-to-plan, adventure-seeking segment looking to be inspired. And that’s where your opportunity comes into play.
If your destination is anywhere near Route 66, or even thematically connected, you need to understand the intersection of two groups:
- Travelers who are interested in celebrating Route 66
- Travelers who are interested in your destination
That intersection is where marketing magic happens. Our research will tell you:
- Who your best-fit Route 66–inspired prospects really are
- Where they live
- What they want to do
- How they book
- Which messages move them
- And how to reach them more efficiently than your competitors
And the one-and-only place you can explore these intersections? The State of the American Traveler Insights Explorer
This dashboard now includes a special segmentation that allows you to analyze travelers interested in Route 66 anniversary trips alongside those interested in your destination. No guessing. No “spray and pray.” Just clean, fast, strategically powerful traveler intelligence updated monthly. If you want your community, region, hotel, or brand to stand out during one of America’s biggest travel moments of 2026, this tool is essential.
Let’s harness America’s hunger to move.
Let’s turn the Route 66 Centennial into real ROI for your destination.
To see how your destination can optimize this mega event, subscribe to The State of the American Traveler Insights Explorer here.
For the complete set of findings, including data on your audience segments and historic brand performance of your travel brand or destination, subscribe to The State of the American Traveler Insights Explorer tool.
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