Innovation is our favorite thing here at Destination Analysts. We’ve been on the cutting edge of destination research for two decades now, and still love nothing more than moving the needle forward.
Our latest innovation is combining the Voice of the Consumer (i.e., website user survey responses) with website analytics data. The results are impressive and extremely valuable. Imagine being able to see what different user types (leisure travelers, meeting planners, the press, etc.) are actually doing on your website. Or even better, being able to develop your content strategies based on the actual behaviors of travelers at different points in the travel planning funnel. Do potential visitors who have already decided to visit differ from those simply considering your destination? If they do (and yeah, they do) your marketing effectiveness will depend on understanding these differences.
Our recent webinar explores this new approach to DMO website research. We invite to take a little time today and watch the video below.