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10 U.S. tourism markets ranked by online word of mouth

July 2, 2019 by David Archer Leave a Comment

10 U.S. tourism markets ranked by online word of mouth

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 […]

Filed Under: Destination Marketing Strategy, Research and Analysis, Topic: Measuring Success Tagged With: sentiment analysis, Topic: Measuring Success, Tourism Sentiment Index

5 ways your DMO can re-energize stakeholders with Tourism Sentiment Index

May 6, 2019 by David Archer Leave a Comment

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 […]

Filed Under: Destination Marketing Strategy, Research and Analysis, Topic: Measuring Success Tagged With: Amy McInnis, colorado tourism office, julie dubord, tara bennett, Topic: Measuring Success, tourism port douglas & daintree, tourism saskatchewan, Tourism Sentiment Index, Tourisme Saguenay-Lac-Saint-Jean

Tourism Sentiment Index gives destinations an unbiased look in the mirror: Tourism Port Douglas & Daintree

February 21, 2019 by Think! Staff Leave a Comment

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 […]

Filed Under: Destination Marketing Strategy, Research and Analysis, Topic: Measuring Success Tagged With: destinationnext, tara bennett, Topic: Measuring Success, tourism port douglas & daintree, Tourism Sentiment Index, TSI

625,000,000 conversations across 100 destinations: Get the first (free) Global Tourism Sentiment Index report

November 29, 2018 by Think! Staff Leave a Comment

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 […]

Filed Under: Destination Marketing Strategy, Research and Analysis, Topic: Measuring Success Tagged With: Topic: Measuring Success, Topic: White Papers, Tourism Sentiment Index, TSI

10 million conversations: This city uses sentiment analysis to hear how its people really feel

November 2, 2018 by Think! Staff Leave a Comment

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 […]

Filed Under: Destination Marketing Strategy, Research and Analysis, Topic: Measuring Success Tagged With: jeff hessel, Topic: Measuring Success, Tourism Calgary

Engagement benchmarks: How does your destination compare?

August 10, 2018 by David Archer 3 Comments

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 […]

Filed Under: Best Practices and Tactics, Content Marketing and Campaigns, Topic: Measuring Success Tagged With: Destination British Columbia, Topic: Measuring Success, tourism australia, visit flanders

Metrics mean relevance: Behold Door County’s data holy grail

April 26, 2017 by Think! Staff 2 Comments

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 […]

Filed Under: Checking In, Destination Marketing Strategy, Research and Analysis, Strategy & Performance Measurement, Topic: Measuring Success Tagged With: door county, jack moneypenny, metrics, michelle rasmusson, Topic: Measuring Success

Beware bad KPIs: Your DMO may not be reaching its full potential

March 10, 2017 by Rodney Payne Leave a Comment

Beware bad KPIs: Your DMO may not be reaching its full potential

It’s time to get specific about success. Destination marketing organizations (DMOs) need to focus all of their efforts on goals that help them solve problems for their industry, residents and visitors. Then, they need to measure the right results. How else will they know whether their marketing is working? Too many destinations are focused on […]

Filed Under: Destination Marketing Strategy, Research and Analysis, Seat 16B, Strategy & Performance Measurement Tagged With: KPIs, RTO4, Topic: Measuring Success

Are you invested in the right business models?

February 1, 2017 by Rodney Payne 5 Comments

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 […]

Filed Under: Destination Marketing Strategy, Long Haul, Strategic Planning, Strategy & Performance Measurement, Topic: Measuring Success Tagged With: ash maurya, business models, Net Promoter Score, scaling lean, Topic: Measuring Success, visit sørlandet

How to become a data-driven destination

September 5, 2016 by Aaron Nissen 3 Comments

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 […]

Filed Under: Destination Marketing Strategy, Long Haul, Research and Analysis, Strategy & Performance Measurement, Topic: Measuring Success Tagged With: Aaron Nissen, data, Topic: Measuring Success

4 outdated destination marketing ideas that need to die

August 17, 2016 by Rodney Payne 5 Comments

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 […]

Filed Under: Day Trip, Destination Marketing Strategy, Innovation & Trends, Technology and Innovation, Topic: Measuring Success Tagged With: consumer behaviour, metrics, promotion, Topic: Measuring Success, web traffic

Net Promoter Score: How destinations can gather insights to improve visitor experience and help operators succeed

August 9, 2016 by Think! Staff Leave a Comment

Net Promoter Score: How destinations can gather insights to improve visitor experience and help operators succeed

Will visitors recommend your destination to their friends? If you’re not sure, it’s time to find out. Net Promoter Score (NPS) is a critical metric for today’s destinations, built upon one simple survey question: “Would you recommend this (destination, attraction, experience, etc.) to a relative or co-worker?” The resulting data can help destination marketing organizations […]

Filed Under: Day Trip, Strategy & Performance Measurement Tagged With: data, metrics, Net Promoter Score, survey, Topic: Measuring Success

How your DMO can measure success in the new marketing world

May 26, 2016 by William Bakker 1 Comment

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 […]

Filed Under: Destination Marketing Strategy, Long Haul, Research and Analysis, Strategy & Performance Measurement, Topic: Measuring Success Tagged With: consumer engagement, destination assessment, experience, Leadership, measuring success, metrics, Net Promoter Score, operators, POI, Simpleview, storytelling, Topic: Measuring Success

Lead and measure change in your industry through benchmarking

May 5, 2016 by William Bakker Leave a Comment

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 […]

Filed Under: Destination Marketing Strategy, Research and Analysis, Seat 16B, Strategy & Performance Measurement, Topic: Measuring Success Tagged With: Topic: Measuring Success

Two critical corporate metrics for any destination

April 25, 2016 by William Bakker Leave a Comment

Two critical corporate metrics for any destination

Which metrics can best help a destination marketing organization (DMO) make good decisions and demonstrate its value? Without having the right corporate measuring tools, you as a DMO decision maker risk starting down a path that could negatively impact the future of your DMO, your funding, and your industry. Healthy strategies, objectives and priorities should […]

Filed Under: Destination Marketing Strategy, Long Haul, Research and Analysis, Strategy & Performance Measurement Tagged With: Topic: Measuring Success

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