Southwest Tourism Summit

2013How Durango Wins Colorado Tourism

R. A. Burrell, CEOInternet Honey

Colorado

Purpose

Millions of people come to Colorado every year.

• How does Durango get them to choose Durango?

• What does it take for Durango to win? • We’ll reveal what prosperous

communities from across the USA do to lift everyone, why people choose Durango and how Durango is winning, or not.

The new Tourism model:

Psychographic and behavioral targeting based on Signals and Responses that drive

downstream contribution.

Results

Traditional Marketing: by Market

DMA Targeting

The Funnel

The Hourglass

• Awareness

• Engagement

• Conversion [Signals]

The Hourglass

• Awareness

• Engagement

• Conversion [Signals]

• Lead Referral

• Downstream– Booking, Shopping– Activity, Dining

Somewhere USA

“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

Silos: Good for Grain, Not Tourism

Disintegration Dysfunction

New Travel Behaviors

GOVERNOR Process

Seriously

• 47% of Trip Planning sessions start on smartphone

• 38% of Trip Planning sessions start on desktop• 15% of Trip Planning sessions start on tablet• 90% of mobile search, take action in 24 hours• Top actions from a mobile phone in travel – Call–Map– Book

Brand

What is the value of all these years?

What are we missing?

Industry PartnersResponsibility

The Hourglass

• Awareness

• Engagement

• Conversion [Signals]

• Lead Referral

• Downstream– Booking, Shopping– Activity, Dining

Thank You Durango!

R. A. Burrell, CEO

www.slideshare.net/richardaburrell@travelwaggle

www.internethoney.comInternet Honey