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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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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In the first post in this series, we looked at a digital marketing metric for measuring a DMO’s contribution to traveler awareness of the destination. Today, we’ll move further down the marketing funnel to look at ways to measure our contribution to traveler interest. That is, how can we put a…
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