Tourism Bureaus Turn to Rigorous Research to Differentiate Their Brands
Photo Credit: The 8600 Wilshire project in Beverly Hills suggests the luxury market is now embracing sustainability. MAD Architects
Skift Take
When convention and visitor bureaus produce extensive research papers and trend reports, they're showing their commitment to embrace Millennial consumers.
Mature travel destinations are challenged with keeping their traditional visitors happy, while evolving at the same time to remain relevant for the next generation of leisure and business travelers.
Toward that end, convention and visitor bureaus in places as diverse as Beverly Hills, California; Catalonia, Spain; and London, England have been publishing more rigorous research than typical around their signature visitor experiences in an attempt to expand their iconic brands into a shifting luxury marketplace.
The goal among the above destinations is not simply to reaffirm their ability to deliver travel and hospitality product for which they're already universally respected, but rather to show how they're trying to maintain their leadership positions in their respective markets.
"One of the wonderful things about being a mature brand is that everybody knows you, so you don't have to waste a lot of time explaining what your offerings are," said Julie Wagner, CEO of t
