The Layover Live: how DMOs are using smarter KPIs to drive smarter marketing

On this episode of the Layover Live podcast, hosts Cayleigh Tomlinson and JenAnn Haggerty dive into the evolving world of destination marketing metrics with two powerhouse guests: Andrea Robyns, marketing technology director at Experience Grand Rapids, and Vimal Vyas, vice president of data, security, and innovation at Greater Raleigh CVB.  

This episode is a must-listen for any destination marketing organization (DMO) professional navigating the shift from traditional Key Performance Indicators (KPIs) to smarter, engagement-driven strategies in the age of artificial intelligence (AI). 

Tune in For Big Ideas: 

• Engagement over bounce rate: Bounce rate is out, and engagement rate is in. Our expert guests explain how they’re focusing on metrics like time on site, scroll depth, and email signups to better reflect the traveler journey — especially as zero-click search becomes more common. 
• AI has changed the game: Structured content and content governance are now essential for AI visibility. The duo breaks down how AI chatbots, smarter on-site search, and agent-to-agent protocols are reshaping how travelers discover and interact with destinations. 
• Year-over-year reporting needs context: With algorithm changes and AI scraping skewing traffic, DMOs must be flexible with year-over-year comparisons. The key? Tell a story with your data and back it up with context. 
• Social media is the new search engine: Social media is now the top source of travel inspiration. That means DMOs need to track organic social growth, understand mid-funnel behavior, and ensure their content is optimized for discovery across platforms. 
• Content governance is a competitive advantage: Robyns shares how Experience Grand Rapids sunset its blog and restructured content into articles — making it easier for AI to find, understand, and serve up relevant information to travelers.