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www.TourismIntel.com
Research Methods &
Results for 2015
Southwest Tourism Summit 2015
April 10, 2015
Durango, Colorado
www.TourismIntel.com
The Set Up
● Recent Trends in Travel & What to Do
About it
● Research Method & Examples
● Research Tools
www.TourismIntel.com
Sources
● Google.com/think
● 2014 Traveler’s Road to Decision
● Mind numbingly boring data analysis on
real campaigns
www.TourismIntel.com
Tools
https://www.thinkwithgoogle.com/tools/
www.TourismIntel.com
Awareness
Awareness Content vs.
Acquisition Content
www.TourismIntel.com
What We’re Giving You
www.TourismIntel.com
Mobile & Tablet
Awareness Content vs.
Acquisition Content
www.TourismIntel.com
Mobile & Tablet
Awareness Content vs.
Acquisition Content
www.TourismIntel.com
Device
www.TourismIntel.com
Inspiration
www.TourismIntel.com
Behavior
www.TourismIntel.com
Browsing First
www.TourismIntel.com
Awareness Content vs.
Acquisition Content
Behavior
www.TourismIntel.com
What do you know about
your people on a Phone?
Not much.
www.TourismIntel.com
Research Project #1
What should our
mobile experience be?
www.TourismIntel.com
Mobile
What do you know about your traveler on
mobile?
Watch their behavior
www.TourismIntel.com
What We’re Giving You
Control
Feedback Loop
Content
A Face
Centralized Data & Reporting
www.TourismIntel.com
What Mobile Experience?
www.TourismIntel.com
Segment & Analyze
How to segment in GA
www.TourismIntel.com
Behavior Flow
www.TourismIntel.com
Navigation on a Phone Has
to be different from other
devices?
www.TourismIntel.com
Back to Research
www.TourismIntel.com
Inspiration
Awareness Content vs.
Acquisition Content
www.TourismIntel.com
Are you Unique?
Awareness Content vs.
Acquisition Content
www.TourismIntel.com
Research Project #2
What Content Inspires Travelers & Creates
Awareness?
www.TourismIntel.com
Do You Have Content for
Awareness or is it all
Acquisition?
www.TourismIntel.com
Look at Search Activity in Market
www.TourismIntel.com
Green Chile
www.TourismIntel.com
It’s The Recipe
www.TourismIntel.com
Content Creation
www.TourismIntel.com
Video
www.TourismIntel.com
Awareness & Traffic
www.TourismIntel.com
In Review
● Recent Trends in Travel & What to Do
About it
● Research Method & Examples
● Research Tools
www.TourismIntel.com
What We’re Giving You
Thank You.
Study
Presentation
slideshare.net/richardaburrell

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Tourism Marketing Trends & Research Methods for Small - Medium Destinations, Resorts & Attractions

Editor's Notes

  1. Own Green Chile