Knowland's TAP Report and Insight software allows destination marketers to analyze trends and overall demand to make data-driven decisions in order to maximize long-term success. Get time-saving strategies for using iDSS and Knowland together and learn how to maximize economic impact with this valuable data.

1. How to Make Data-
Driven Decisions
with Knowland & iDSS

2. Use Upcoming Business Report Compare your
Performance to your Competitors
Use Past Definite Report Learn how Specific
Events Impact your City
Use Lost Business Report: to Understanding
your Destinations’ Specific Events
Today’s Agenda

3. Hotels
• Ownership
• Asset Manager
• Corporate
• Regional Team
• General Manager
• Executive Committee
• Financial Team
• Operations
• Director of Sales
• Revenue Manager
• Sales
• Meeting Planners
• Attendees
Convention Bureau
• City Government
• Board of Directors
• Convention Committee
• General Public
• Stakeholders
• Restaurants
• President/CEO
• Executive Committee
• Director of Sales
• Director of Services
• Sales Managers
• Meeting Planners
• Attendees
Convention Center
• City Government
• Private Management
• Labor Leadership
• General Public
• Stakeholders
• Hotels
• Restaurants
• Contracts
• Executive Director
• Finance
• Director of Sales
• Sales Managers
• Meeting Planners
• Attendees
What does the ideal year look like in my city?

4. CVB
Convention
CenterHotels

5. CVB
Convention
Center
Hotels

6. 6
Knowland combines deep data and powerful analytics to
support group sales optimization.

7. Knowland’s Product Offerings
TAP
REPORT
TAP HOTEL
TAP
ANALYTICS
TAP DATA
SOURCE
Meeting Intelligence Demand Intelligence
MARKET
ANALYTICS
INSIGHT

8. 8
Knowland’s core product offerings are used by over 150
CVBs across North America.
Insight Essential
• Property-level data for group acquisition
• Helps CVBs find and book better group
business
• Provides insight to property specific business
TAP Report
• Forward-looking pace data as far as 6 to 20
years out.
• Customized peer-sets from over 64 cities
TAP Analytics
• STLY functions to compare performance and
production
• In depth look into booking windows with
demand progression

9. Upcoming Business
Report

10. Understanding your Specific Events
No two events are alike. Utilize data from over 15 million+ events to locate the full picture of
programs sourcing your destination and better understand your planner’s buying power.
Get to know
your clients
Use the upcoming business report to understand your
specific events
Let demand
dictate your
pattern

11. 11
Let demand dictate
your pattern
Learn if you are taking
the right business at
the right time.
Discover if the far in
advance bookings are
causing you to miss
short term
opportunities.
defined
Insert screen shot of demand
progression

12. 12
0%
10%
20%
30%
40%
50%
60%
5 YO 4 YO 3 YO 2 YO 1 YO
2018
Sample City Peer Set
0%
10%
20%
30%
40%
50%
60%
5 YO 4 YO 3 YO 2 YO 1 YO
2019
Sample City Peer Set

13. 13
Get to know your clients
Search and examine
business your current
groups have that are
not going to your
destination.
Understand your
client’s full buying
power.
defined

14. 14

15. Past Week Definite
Report

16. 16
Use the past definite report to learn how specific
events impact your city
Receive the full market focus by examine local properties historical data and compare to your
market’s performance to isolate focus months and pursue new leads.
Learn your
occupancy
impact
Uncover the
full value of
meetings

17. 17
The full value of
meetings
Search and locate
ICWs within Essential
that do not go through
your CVB to better
assess the full value of
a program within your
destination.
defined

18. 18

19. 19
Learn your occupancy
impact
Compare your
market’s overall
performance (STR
metrics) to your
convention business.
Uncover when the
market is not
compressed but still
unable to convert.
defined

20. 20
2018
Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec
Def 20,316 17,730 23,029 27,123 22,174 47,029 53,801 40,929 19,899 39,966 19,675 3,088
Lost 135,057 34,903 158,456 129,504 110,373 175,333 128,993 69,722 107,089 137,932 85,284 10,312
Cnv 13% 34% 13% 17% 17% 21% 29% 37% 12% 22% 19% 23%
STR 40% 52% 63% 88% 89% 74% 72% 73% 58% 70% 71% 68%

21. Lost Business
Report

22. 22
No two events are alike. Utilize data from over 15 million+ events to locate the full picture of
programs sourcing your destination and better understand your planner’s buying power.
Measure
against
competitors
Use lost business report to compare your performance
to your competitors.
Understand
your
market
Isolate
your focus
months

23. 23
Isolate your focus
months
With further
examination of current
lost, definite, and
tentative business
isolate the months
need the most
attention.
defined

24. 24

25. 25
Measure against
competitors
Learn how your pace
and conversion
percentage measures
against your peer sets.
Then follow
destinations in
essential to tie it all
together.
defined

26. 26

27. 27
Understand
your market
Better understand
your market and local
hotels by accessing
historical groups within
your market, both CVB
booked and in house.
defined

28. 28
Hotel
1
Hotel
2
Hotel
3
Convention Center
Sample City

29. 29
What other questions can I answer for you about Knowland?
Please feel free to reach out to me at any time.
Carleigh Dworetzky
Director of Destination Solutions
Knowland
1735 N Lynn St, Suite 600
Arlington, VA 22209
Phone: (571) 429-9308
Email: Cdworetzky@knowland.com
www.knowland.com