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www.TourismIntel.com
Research Methods &
Results for 2015
Southwest Tourism Summit 2015
April 10, 2015
Durango, Colorado
www.TourismIntel.com
The Set Up
● Recent Trends in Travel & What to Do
About it
● Research Method & Examples
● Research To...
www.TourismIntel.com
Sources
● Google.com/think
● 2014 Traveler’s Road to Decision
● Mind numbingly boring data analysis o...
www.TourismIntel.com
Tools
https://www.thinkwithgoogle.com/tools/
www.TourismIntel.com
Awareness
Awareness Content vs.
Acquisition Content
www.TourismIntel.com
What We’re Giving You
www.TourismIntel.com
Mobile & Tablet
Awareness Content vs.
Acquisition Content
www.TourismIntel.com
Mobile & Tablet
Awareness Content vs.
Acquisition Content
www.TourismIntel.com
Device
www.TourismIntel.com
Inspiration
www.TourismIntel.com
Behavior
www.TourismIntel.com
Browsing First
www.TourismIntel.com
Awareness Content vs.
Acquisition Content
Behavior
www.TourismIntel.com
What do you know about
your people on a Phone?
Not much.
www.TourismIntel.com
Research Project #1
What should our
mobile experience be?
www.TourismIntel.com
Mobile
What do you know about your traveler on
mobile?
Watch their behavior
www.TourismIntel.com
What We’re Giving You
Control
Feedback Loop
Content
A Face
Centralized Data & Reporting
www.TourismIntel.com
What Mobile Experience?
www.TourismIntel.com
Segment & Analyze
How to segment in GA
www.TourismIntel.com
Behavior Flow
www.TourismIntel.com
Navigation on a Phone Has
to be different from other
devices?
www.TourismIntel.com
Back to Research
www.TourismIntel.com
Inspiration
Awareness Content vs.
Acquisition Content
www.TourismIntel.com
Are you Unique?
Awareness Content vs.
Acquisition Content
www.TourismIntel.com
Research Project #2
What Content Inspires Travelers & Creates
Awareness?
www.TourismIntel.com
Do You Have Content for
Awareness or is it all
Acquisition?
www.TourismIntel.com
Look at Search Activity in Market
www.TourismIntel.com
Green Chile
www.TourismIntel.com
It’s The Recipe
www.TourismIntel.com
Content Creation
www.TourismIntel.com
Video
www.TourismIntel.com
Awareness & Traffic
www.TourismIntel.com
In Review
● Recent Trends in Travel & What to Do
About it
● Research Method & Examples
● Research Too...
www.TourismIntel.com
What We’re Giving You
Thank You.
Study
Presentation
slideshare.net/richardaburrell
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Tourism Marketing Trends & Research Methods for Small - Medium Destinations, Resorts & Attractions

Research Results and how to use them for 2015

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Tourism Marketing Trends & Research Methods for Small - Medium Destinations, Resorts & Attractions

  1. 1. www.TourismIntel.com Research Methods & Results for 2015 Southwest Tourism Summit 2015 April 10, 2015 Durango, Colorado
  2. 2. www.TourismIntel.com The Set Up ● Recent Trends in Travel & What to Do About it ● Research Method & Examples ● Research Tools
  3. 3. www.TourismIntel.com Sources ● Google.com/think ● 2014 Traveler’s Road to Decision ● Mind numbingly boring data analysis on real campaigns
  4. 4. www.TourismIntel.com Tools https://www.thinkwithgoogle.com/tools/
  5. 5. www.TourismIntel.com Awareness Awareness Content vs. Acquisition Content
  6. 6. www.TourismIntel.com What We’re Giving You
  7. 7. www.TourismIntel.com Mobile & Tablet Awareness Content vs. Acquisition Content
  8. 8. www.TourismIntel.com Mobile & Tablet Awareness Content vs. Acquisition Content
  9. 9. www.TourismIntel.com Device
  10. 10. www.TourismIntel.com Inspiration
  11. 11. www.TourismIntel.com Behavior
  12. 12. www.TourismIntel.com Browsing First
  13. 13. www.TourismIntel.com Awareness Content vs. Acquisition Content Behavior
  14. 14. www.TourismIntel.com What do you know about your people on a Phone? Not much.
  15. 15. www.TourismIntel.com Research Project #1 What should our mobile experience be?
  16. 16. www.TourismIntel.com Mobile What do you know about your traveler on mobile? Watch their behavior
  17. 17. www.TourismIntel.com What We’re Giving You Control Feedback Loop Content A Face Centralized Data & Reporting
  18. 18. www.TourismIntel.com What Mobile Experience?
  19. 19. www.TourismIntel.com Segment & Analyze How to segment in GA
  20. 20. www.TourismIntel.com Behavior Flow
  21. 21. www.TourismIntel.com Navigation on a Phone Has to be different from other devices?
  22. 22. www.TourismIntel.com Back to Research
  23. 23. www.TourismIntel.com Inspiration Awareness Content vs. Acquisition Content
  24. 24. www.TourismIntel.com Are you Unique? Awareness Content vs. Acquisition Content
  25. 25. www.TourismIntel.com Research Project #2 What Content Inspires Travelers & Creates Awareness?
  26. 26. www.TourismIntel.com Do You Have Content for Awareness or is it all Acquisition?
  27. 27. www.TourismIntel.com Look at Search Activity in Market
  28. 28. www.TourismIntel.com Green Chile
  29. 29. www.TourismIntel.com It’s The Recipe
  30. 30. www.TourismIntel.com Content Creation
  31. 31. www.TourismIntel.com Video
  32. 32. www.TourismIntel.com Awareness & Traffic
  33. 33. www.TourismIntel.com In Review ● Recent Trends in Travel & What to Do About it ● Research Method & Examples ● Research Tools
  34. 34. www.TourismIntel.com What We’re Giving You Thank You. Study Presentation slideshare.net/richardaburrell

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