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For Skift Research Subscribers launch

Visits or Value: Which Is Your North Star?

Most destinations only report how many visitors came and how much they spent. Very few report on where the money goes or what is lost when those visitors don’t come back. With destinations being asked harder questions about tourism’s benefit to local communities, per-trip yield and arrival volumes may not be enough on their own.
For Skift Research Subscribers launch

Deciding on a Re-Engagement Strategy: Product-Focused or Traveler-Focused?

Most destinations’ marketing campaigns lead with what is on offer, such as price, product, or infrastructure. But the travelers who are most likely to return want to know what is on offer to them personally. Should the focus be on marketing the destination as a product, or should marketing target the traveler?