1. GWTTRA
The Future Of Travel
How Data Drives
Tourism
R. A. Burrell, CEO
Internet Honey

2. Purpose
Provide guidance on how to
intelligently use data in tourism
marketing

3. The Challenge
• Data is in every aspect of the travel
experience
• How do tourism marketers use that data to:
– Optimize their efforts
– Justify their budgets
• Tourism Marketing moves from emotional to
scientific

4. The Examples
We’ll review 2 Case Studies
• Colorado Tourism Office
• Santa Fe CVB

5. Data

6. Data Structure
• Ever use
Google Analytics?
• Ever use a tag?
#hashtag?
They are examples
of very large, big
data: Aggregated

7. Data Structure
Measures
Aggregates
Facts
Big Data = massive quantities of small data

8. Silos: Good for Grain, Not Data

9. Disintegration Dysfunction

10. How To Leverage Data
1. Integrate all data sources into a common
platform, Tourism Engine™
2. Set up tracking to identify, campaigns, media
placements, content
3. Organize team around collaborative
meetings to share and direct execution

11. How

12. How

13. Results

14. Colorado Tourism Office
“Herding Cats”

15. The Challenge
Managing multiple vendors
Justifying a budget increase

23. Colorado

24. Santa Fe CVB
“Finding Foodies”

25. The Challenge
Data Showed
Traditional markets, Dallas, Houston are
expensive to mass market.
Research Said
Foodies are beautiful people; multiple
seasons, perishable experience, good
demographics, defensible and own-able
product

26. Santa Fe: Market Targeting

27. DMA Targeting

28. How
• What awareness is created from
PR, Social, Ads?
• How does engagement touchpoint contribute?
Web? Social? Twitter? Email?
• Which of these go through Santa Fe to IPs?
BookDirect? Email link out? Social referral?
Lead? Reservation?
• Who are these people? buying habits?
Transcends Geo and DMO. It's
psychographic, man.

29. The Funnel
• Awareness
• Engagement
• Conversion [SIT]
The Hourglass

30. The Hourglass
• Awareness
• Engagement
• Conversion [SIT]
• Lead Referral
• Downstream
– Booking, Shopping
– Activity, Dining

31. Thank You!
How Data Drives
Tourism
R. A. Burrell, CEO
www.slideshare.net/raburrell
@travelwaggle
www.internethoney.com
Internet Honey
Providing digital ecosystems to execute and
measure tourism marketing