GWTTRAThe Future Of Travel

How Data Drives TourismR. A. Burrell, CEO

Internet Honey

Purpose

Provide guidance on how to intelligently use data in tourism

marketing

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

The Examples

We’ll review 2 Case Studies

• Colorado Tourism Office

• Santa Fe CVB

Data

Data Structure

• Ever use Google Analytics?

• Ever use a tag? #hashtag?

They are examplesof very large, bigdata: Aggregated

Data Structure

FactsBig Data = massive quantities of small data

Aggregates

Measures

Silos: Good for Grain, Not Data

Disintegration Dysfunction

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

How

How

Results

Colorado Tourism Office

“Herding Cats”

The Challenge

Managing multiple vendors

Justifying a budget increase

Colorado

Santa Fe CVB

“Finding Foodies”

The Challenge

Data ShowedTraditional markets, Dallas, Houston are expensive to mass market.

Research SaidFoodies are beautiful people; multiple seasons, perishable experience, good demographics, defensible and own-able product

Santa Fe: Market Targeting

DMA Targeting

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.

The Funnel

The Hourglass

• Awareness

• Engagement

• Conversion [SIT]

The Hourglass

• Awareness

• Engagement

• Conversion [SIT]

• Lead Referral

• Downstream– Booking, Shopping– Activity, Dining

Thank You!How Data Drives Tourism

R. A. Burrell, CEO

www.slideshare.net/raburrell@travelwaggle

www.internethoney.comInternet Honey

Providing digital ecosystems to execute and measure tourism marketing