Wave 63 – Perception That the Travel Industry is Having Issues Providing Adequate Service

The State of the International Traveler Study™

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Destination Analysts’ annual tracking study, The State of the International Traveler™ tracks key destination performance metrics in 14 major feeder markets for over 60 U.S. destinations. Custom reports are available for destinations including:

With the global spread of COVID-19, the travel industry is facing an unprecedented crisis. To help industry leaders navigate their response strategy and communicate to their stakeholders and communities, Destination Analysts is fielding a weekly survey of 1,200+ American leisure and business travelers, representing each region of the U.S. These timely insights into feelings and behaviors related to travel will provide important data to gauge the pandemic’s changing impact on travel as a lifestyle priority, as well as when travel demand will rebound—and from which traveler segments and to which types of destinations first. Our team can present a brief 15-minute update on American Travel Sentiment from this research or a full presentation of findings.

Entertain your audiences with a lively custom look into your destination’s competitive landscape. This unique and custom presentation will show you how travelers in America–and around the world–view your destination. Using data collected in Destination Analysts’ on-going opinion tracking surveys of travelers in the USA and 14 of the largest global travel markets, our speakers make sense of current trends and reveal a surprising new perspective on your position in the marketplace.

The American leisure travel market is an ever-shifting landscape. Presenting current data and trends from nearly two decades of research into American travel sentiment, behaviors and aspirations, Destination Analysts will help you move your marketing and business strategies forward with confidence in understanding The State of the American Traveler™.

International visitors to the United States represent hundreds of billions in spending impact to the vast array of destinations they visit. With data from our annual study of international travelers in the top 14 U.S. feeder markets (United Kingdom, France, Germany, Italy, the Netherlands, Canada, Mexico, Brazil, Argentina, Australia, China, India, Japan and South Korea), Destination Analysts will share how international travelers can be reached and influenced, the media they consume, the types of experiences, lodging and dining they desire in the U.S., anticipated spending in the U.S. (including on types of items) and more. The presentation can be also be customized to illustrate the appeal of and familiarity with certain U.S. destinations, as well as intended future visitation to and “buzz” levels.

Different types of travelers dream about and approach leisure travel in a myriad of ways. In this fascinating presentation, Destination Analysts provides an in-depth look into the travel inspiration behaviors, planning habits and psychographic compositions of the most important travel segments of now and the future.

The long-term health of most destination brands will be reliant on tourism leaders effectively attracting new and diverse audiences. Destinations which are seeking to position their brand and visitor experience to a more culturally diverse group of travelers will benefit from hearing directly from these potential customers on what will inspire them and how to reach them. Key insights from a custom analysis of a national survey of these important traveler audiences will be presented, along with video interviews of these travelers discussing their opinions and desires. Your audience will walk away with insights into audiences that their brand may have particular success with, ideas for positioning their brands to be interesting and welcoming to diverse audiences, successful messaging strategies for different cultures and images, as well as content to be sensitive to. Option to include a live focus group of a diverse panel of travelers representing a myriad of cultures and backgrounds.

Fresh insights from the latest The CVB and the Future of the Meetings Industry study will reveal effective means of getting meeting planners to pay attention to you, the products and services they are seeking DMOs to further develop, and meeting planners’ perspectives on how the relationship between DMOs and meeting planners can improve. Attendees will walk away with an understanding of whether their current service offerings are matching meeting planners’ needs, tactics for best marketing to, selling and servicing meeting planners, and ideas for new products or services that will be appealing to meeting planners to consider their destination. Option to learn more and in real-time with a live online panel of meeting planners, who will share their perspectives and take questions from attendees.

What mistakes are destinations making on their website? How can they more effectively attract visitors and serve their audience needs? Destination Analysts has overseen thousands of hours of traveler interviews as part of DMO website usability studies. In this entertaining and thought-provoking presentation, we will take attendees inside the psyche of their website audience and share what we’ve learned about the common mistakes most DMOs continually make. Using examples taken from pertinent DMOs, we’ll show how to quickly and cheaply improve a DMO website.

Smaller destinations face the same pressure to make hard decisions and justify their expenditures as larger ones. Yet, to many small destinations, market research is perceived as expensive and out of reach. In this one-hour session, you will learn the basics of conducting reliable and cost-effective market research in-house. This presentation will leave you with a treasure trove of ideas with the highest impact to your organization and new ideas for minimizing and sharing research costs.