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The Rise of Location Data in Travel

Location data is the engine that powers many of the digital recommendations travelers use to plan their trips, choose accommodations and select local businesses. Are destination marketers and tourism boards doing enough to take advantage?

Location data is the engine that powers many of the digital recommendations travelers use to plan their trips, choose accommodations and select local businesses. Are destination marketers and tourism boards doing enough to take advantage?

by Jeremy Kressmann + Skift Team

Executive Summary

Location data represents an entirely new layer of digital information that travel marketers can utilize to understand potential customers and engage travelers with compelling stories about destinations. The opportunity to use location data is particularly compelling for tourism organizations, which have traditionally served as an intermediary between travelers and local businesses. As more travelers use location tools to research and make itinerary choices, cutting out this intermediary, destination marketers must adjust their approach, experimenting with new ways to add value for travelers.

This report investigates tactics destination marketers are testing to use the wealth of location data in new ways attract, assist and understand their target customers. The techniques range from new tools to feature and promote local businesses, new opportunities to use location-tagged content to understand traveler behavior, marketing campaigns using location-aware social media sites and new ways to use features of the ever-popular Google Maps interface.

To read more please , purchase this report, or subscribe.

Table of Contents

Executive Summary

Location data represents an entirely new layer of digital information that travel marketers can utilize to understand potential customers and engage travelers with compelling stories about destinations. The opportunity to use location data is particularly compelling for tourism organizations, which have traditionally served as an intermediary between travelers and local businesses. As more travelers use location tools to research and make itinerary choices, cutting out this intermediary, destination marketers must adjust their approach, experimenting with new ways to add value for travelers.

This report investigates tactics destination marketers are testing to use the wealth of location data in new ways attract, assist and understand their target customers. The techniques range from new tools to feature and promote local businesses, new opportunities to use location-tagged content to understand traveler behavior, marketing campaigns using location-aware social media sites and new ways to use features of the ever-popular Google Maps interface.

To read more please , purchase this report, or subscribe.