In this time of global crisis and uncertainty, we put the call out to leaders, CEOs, strategists and consultants to sit down and tell us, in their own words, what is going on and what is going to happen next in this vital global industry. What is a destination? In its simplest iteration, it is…
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This is part three in our four-part series exploring the data destination marketers need to consider at each stage of the “Awareness-Interest-Desire-Action” funnel. Having previously covered metrics for assessing traveler awareness of your destination and their interest in coming to it, we can now…
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Future of Tourism Series | Guest Blog By Nancy Small In March 2020 when the pandemic hit, Tourism Richmond’s revenue, reliant on a hotel tax, very quickly dropped close to zero for several months. Radical action was needed to rethink and reinvent. We took immediate action on reimagining our…
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In this time of global crisis and uncertainty, we put the call out to leaders, CEOs, strategists and consultants to sit down and tell us, in their own words, what is going on and what is going to happen next in this vital global industry. In November 2020, I hosted a round table at the 2020 City…
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Over the past few years, social media has become a key channel for destinations to market to younger audiences. In fact, a study by Amp Agency found that 84% of millennials and 73% of non-millennials are likely or very likely to plan a trip based on someone else’s vacation photos or social media…
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Destination marketers have had to shift their strategies many times throughout the pandemic. Along with those shifts and to better prepare for the road to recovery, DMOs should also consider reevaluating their KPIs and metrics. In episode 151 of The Layover Live, our Strategic Analyst, Grant…
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Future of Tourism Series | Guest Blog By Al Hutchinson Over the past year, our country has come face to face with structural racism. The pandemic’s disproportionate impact on people of color, the higher rate of unemployment and the killing of George Floyd at the hands of police officers have…
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Over the last year, destination organizations around the world have had to adapt and pivot in response to COVID-19. For many destinations, however, it has also been an unexpected – if not entirely welcome – opportunity to reassess their approaches and recalibrate their strategies. As the saying…
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Throughout January, we have focused The Layover Live around preparing for the year ahead. From sharing data privacy updates to preparing for Google Analytics 4 to guiding your overall marketing strategy, January’s episodes were created to help destination marketers prepare for recovery. To close…
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