Data shows that, among 10 major cities, the volume of online conversations about tourism has increased by an average of 40%. This past year, our team working on Tourism Sentiment Index (TSI) has crunched enormous amounts of data – more than a billion online conversations about 420+ tourism destinations. TSI solves a fundamental problem for […]
Topic: Measuring Success
5 ways your DMO can re-energize stakeholders with Tourism Sentiment Index
Many destination marketers are using Tourism Sentiment Index (TSI) to find out what people are saying about their destinations and specific tourism assets. After a fall 2018 public release, more than 160 destinations have joined the initiative, and our team has collected and analyzed more than a billion conversations about these destinations and their competitors. The […]
Tourism Sentiment Index gives destinations an unbiased look in the mirror: Tourism Port Douglas & Daintree
Your tourism destination’s success depends greatly on perceptions. The way people think and what they say about their experiences – positive or negative – impact travel decisions. By that measure, Tourism Port Douglas & Daintree (TPDD) is enjoying enviable success and is an example that other destination marketers can learn from. The Queensland, Australia destination […]
625,000,000 conversations across 100 destinations: Get the first (free) Global Tourism Sentiment Index report
Your destination’s reputation rises and falls based on the experiences people have and the stories they tell. But how do you know exactly what people are saying? Destination marketers often measure public perception through surveys that provide useful but limited data samples. It’s difficult to consistently track your tourism destination’s performance at scale and build […]
10 million conversations: This city uses sentiment analysis to hear how its people really feel
As more travellers visit Calgary, Canada, its destination marketing organization (DMO) uses advanced new research to shape strategic planning. The city welcomed almost seven million people in 2017, which reflects a rise in leisure travellers. Meanwhile, how do Calgary’s visitors and residents feel about the city? Starting in 2016, Tourism Calgary began to find out […]
Engagement benchmarks: How does your destination compare?
You’ve just received your DMO’s quarterly marketing report. Flipping through the deck, you see that your social media channels are showing strong numbers. 70,000 more engagements here, 8,000 more followers there – growth is happening across the board. It seems like good news. Then at a meeting, someone asks, “What do these engagement numbers really […]
Finally, sentiment analysis lets DMOs measure word of mouth on an undreamed-of scale
A destination’s brand is made of two things: the experiences a place offers and the stories people tell about them. What if you could see everything people are saying about their experiences in your destination, positive or negative? Start with the last 1,000,000 conversations or so. Sound far-fetched? It isn’t. New technology made to collect […]
Metrics mean relevance: Behold Door County’s data holy grail
Imagine being able to see exactly where your visitors come from, where they stay, and how much money they spend. Your marketing dollars don’t slip through your fingers, because your team can watch how effective their campaigns are on an interactive map. Better intel means that you feel more confident, make better decisions and have […]
Are you invested in the right business models?
Today’s destination marketing organizations (DMOs) are wrestling with their relevance. For some, it’s an existential crisis. Their stakeholders are changing, consumer behaviour is leading disruption, revenue streams are drying up and being replaced, and destination marketers find themselves redefining their role. Without a clear value proposition, demonstrating relevance is an impossible task. Finding relevance through […]
How to become a data-driven destination
Nothing makes the case for change more strongly than a reliable set of data applied to a problem. The digital age is awash with data, and today you and your marketing team can track every email opening, every booking and essentially every click your visitors give you. But all this data and insight won’t be […]
4 outdated destination marketing ideas that need to die
It’s time to bust some destination marketing myths. As consumer behaviour evolves, older models for promoting a destination are crumbling and it’s important to know why and what you can do about it. Is your destination ready? Here are four destination marketing ideas whose days are numbered: Idea 1: That there is a business case […]
How your DMO can measure success in the new marketing world
Destination marketing organizations (DMOs) often need to measure what they can’t manage. A marketer’s typical job is to create demand for a product, but countless external factors affect visitation, making the effectiveness of destination marketing difficult to measure and communicate succinctly. At Simpleview Summit 2016, Destination Think!’s Chief Strategist & Partner William Bakker tackled this […]
Lead and measure change in your industry through benchmarking
More than ever, your destination marketing organization (DMO)’s success is tied to your industry’s ability to market well and deliver excellent experiences. In this time of transition, the old way of destination marketing is rapidly being replaced with a new environment that demands a completely new approach. The changes destination marketers must know about are […]