Erin Francis-Cummings, President & CEO

Erin Cummings has spent the last fifteen years studying travelers and the travel industry, and is at the forefront of developing research solutions that marry technology, big data and market research to assist the industry with deepening the understanding of travel decision processes and measuring ROI. With the globalization of travel, her work is devoted to helping travel industry businesses market themselves in this exciting but competitive reality.

Erin leads strategic research planning for Destination Analysts’ dozens of DMO clients and oversees all research processes. Erin has developed and executed extensive marketing research projects, including primary research to support the San Francisco Travel Association’s Centennial Project, Destination Analysts’ ongoing State of the American Traveler™ and State of the International Traveler™ tracking studies, a comprehensive brand and customer research plan for the Fiji Islands, and website usability projects for the state tourism offices of Florida, California, Nevada, Arizona and Alaska. Erin’s experience as both a research consumer and producer allows her to garner unique insights, which she can articulate into action items.

Prior to Destination Analysts, Erin held the position of Senior Marketing Officer-Advertising at Amtrak, where she was responsible for the marketing and advertising of Amtrak’s routes in the western U.S. In this position, Erin maintained a tactical marketing focus by utilizing focus groups, passenger surveys, national tourism studies, and other market research resources, which ultimately resulted in campaigns that far exceeded ROI expectations. The position also required that Erin frequently collaborate with state tourism boards and convention and visitors bureaus to support their efforts while growing Amtrak’s presence in their respective markets. Marketing campaigns Erin helped facilitate were honored with nine Transportation Marketing Awards, four California Tourism Awards of Excellence, and a Travel Industry Association Award.

Prior to joining Amtrak, Erin spent over three years at the San Francisco Convention and Visitors Bureau where she was appointed to found the Business Development division within the marketing department. During her tenure at the SFCVB, she tripled the number of marketing programs and increased department revenue by over 70 percent. Erin brought together the hotel, attraction and museum communities together in new and exciting ways, helping to launch the bi-annual citywide restaurant promotion, Dine About Town, and the San Francisco Crab Festival amongst many other programs. In addition, Erin pioneered an online marketplaces strategy, making San Francisco the first city to market itself through this channel.

Erin began her career at a Los Angeles area market research facility where she was responsible for the proper conduction of focus groups. She has a Bachelor of Arts in Political Science from the University of California, Los Angeles.

David Bratton, Founder & Managing Director

Our founder, Dave Bratton, is a widely respected DMO industry thought leader. Dave is well known for his creative approach to market research and solving client problems with rigorous, carefully-designed research programs. Dave has been named as one of HSMAI’s 25 Most Extraordinary Minds in Sales and Marketing.

Dave spent eight years pioneering new tourism research techniques and e-marketing promotions for the San Francisco Convention and Visitors Bureau as director of electronic marketing and research. His work in market research ranged from in-depth qualitative work, such as brand audits and advertising concept testing, to groundbreaking quantitative studies including return on investment, profiles of San Francisco visitors and large national consumer surveys. His research program won praise for its “best research practices in the nation” by a noted academic publication.

Dave’s work in digital marketing has also been highly praised. He managed the digital marketing efforts for San Francisco, and his new website allowed the San Francisco Convention & Visitors Bureau to achieve its goal of dramatically increasing advertising sales, while effectively promoting its membership and carrying forth San Francisco’s brand message to the world. His celebrated Life of Riley email campaign won California Tourism’s prestigious Best Electronic Promotion Award.

In 2003, Dave founded Destination Analysts, Inc. He holds a Bachelor of Science in Economics from Iowa State University and a Master of Arts in Economics from the University of Arizona. After finishing his graduate work, he spent four years working as an economist for the United States Department of Commerce, Bureau of Economic Analysis in Washington, D.C. He specialized in economic modeling and forecasting related to a satellite set of accounts to the Gross National Product. While at Commerce, he managed the work of a team of economists and was a contributor to the noted journal, Survey of Current Business.

Kimberly Vince-Cruz, Vice President

Having spent the last decade conducting market research for destinations, the travel trade and meetings industry, Kim directs and implements the vision of all Destination Analysts’ research studies. Kim brings a wealth of experience to our clients—overseeing project launch, data collection and analysis for all research projects, from in-depth brand research to ROI and conversion studies. Kim is a sought resource in the industry for her expertise in DMO website usability, audience profile, analytics and conversion, and was recognized as one of California Travel Association’s “30 And Under” Tourism Emerging Leaders. She holds a Bachelor of Arts in American Studies and Ethnicity with a minor in Spanish from the University of Southern California.

David Reichbach, Director of Analytics & Data Security

David Reichbach is highly regarded information privacy attorney, who oversees the analysis, retention and security of data collected in Destination Analysts’ diverse research programs. With his BS in Engineering, Mathematics and Statistics from the University of California, Berkeley and a passion for technology, David brings his specialization and skills to Destination Analysts’ quantitative studies with extensive experience in data segmentation and analysis. With his JD from the University of San Francisco, David is also highly valued by Destination Analysts’ clients for his leadership in qualitative research, including focus group moderation and user experience research. David is a frequent speaker on technology’s role in tourism insights at travel industry events.

Myha Vo, Director of Research

As Destination Analysts’ Director of Research, Myha manages the operational planning and implementation of field research for Destination Analyst’s portfolio of destination studies. She has presided over year-long robust and comprehensive research studies for the Los Angeles Tourism and Convention Board and San Francisco Travel. Myha’s experience and professionalism facilitates the successful and effective execution of field work. She’s an exemplary moderator in Destination Analysts’ qualitative research programs, including In-Depth Interviews and Online Focus Groups. Her graphic design background and skills guide the visual layout of Destination Analysts’ report deliverables. Myha holds a Bachelor of Science in Biology from California State Polytechnic University, Pomona.

Melissa Elkins, Director of Research

The former Director of Research for the Arizona Office of Tourism, Melissa brings her thirteen years of highly-skilled tourism research practitioner to her servicing of Destination Analysts clients. Melissa plays an instrumental role in managing the multiple components of each research project, for both quantitative and qualitative efforts. Prior to joining Destination Analysts, Melissa also spent a year working with the Wyoming Office of Tourism, launching and managing their expansive tourism research programs. In her nine years at the Arizona Office of Tourism, she led the annual strategic segmentation analysis of AOT’s target audiences and pre/post campaign research efforts. Melissa has served as a board member for the Greater Western Travel & Tourism Association and holds a Bachelor’s degree in Business Administration from the University of New Mexico.

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