The distribution of the vaccine coupled with a worldwide decrease in new COVID-19 case numbers has brought newfound optimism to the travel industry. And while we’re certainly on the road to recovery, it’s up to meeting and event planners to find ways to safely host in-person and hybrid meetings and…
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Primarily a business-oriented destination, Irving, Texas, was hit particularly hard by the COVID-19 pandemic. Located in the Dallas-Fort Worth metro area, Irving is home to seven Fortune 500 companies. Prior to the pandemic, business travel accounted for approximately 75% of the destination’s annual…
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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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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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Google Analytics is used by millions of businesses to measure success across their web properties. Google recently released their newest version of the platform – Google Analytics 4, – which is essentially a new platform altogether. On episode 149 of The Layover Live, Paul McLeod, Director of…
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We recently examined Book › Direct searches and referrals by five U.S. regions. And while it's clear that the industry is still in recovery mode and that many destinations across the country saw steep declines in visitation over the last few months, there were two types of destinations whose KPIs…
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Google updates or adjusts their algorithm hundreds of times every year, and while most of those updates are small, every once in a while there are bigger releases. One of Google’s latest announcements is around the Page Experience update that takes effect in May 2021. With about six months remaining…
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Personalized content is a powerful tool that can help you address the needs of different geographic regions by serving them relevant, personalized messaging and content. By engaging the visitor based on their location, you can serve the right message at the right time, which can complement and…
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For destination marketing organizations, curating a collection of high quality visual assets is one of your most important tasks. You need captivating photos for your visitors guide, your website, your social media channels… the list goes on and on. That need, coupled with slim budgets and…
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We are eight months into the pandemic and the holiday season is nearly upon us. As we prepare for the upcoming season, it’s important that we use data and insights to help guide our marketing strategy. The holiday shopping season will look different this year, but it still looks to be a season of…
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