We spent the weekend kicking off the annual information-packed U.S. Travel Association’s Educational Seminar for Tourism Organizations (ESTO), where we were excited to be the official Education Partner for the event again this year.
As the Education Partner, we hosted a Learning Lab before the main event kicked off – a big thank you to everyone who joined us and participated. The session gave us the opportunity to share best practices and insights to help destination marketers reach travelers and drive measurable results.
We opened and wrapped the agenda with findings from our latest custom research on traveler attribution and paths to purchase. These studies, which were conducted with Millward Brown Digital and comScore, shed light on how consumers use various travel sites and influential touch points in the 45 day period leading up to travel booking. By taking a close look at the patterns, the study provides marketers with a deeper understanding of multi-touch attribution roadmaps that uncover new opportunities to reach target audiences and optimize user engagement during different stages. For more information on these market insights, download the full Traveler Attribution study here and see an excerpt from our recent Path to Purchase study focused on British travelers here.
In our Learning Lab we also offered a look behind the scenes and shared insider knowledge about the value of partnering with OTAs for destination marketers, and best practices for DMOs to drive results, with an expert panel discussion with Tania Leichliter of destination marketing and media agency AdGenuity, and Andrew van der Feltz, who recently joined Expedia Media Solutions after several years at the Netherlands Board of Tourism and Conventions. We also featured several case studies from destination marketers, including Lee County Visitor and Convention Bureau, Houston First Corporation and the Arizona Office of Tourism.
Thank you to the U.S. Travel Association for the opportunity to be the Education Partner at ESTO and to the DMOs our team had the pleasure of connecting with at the event.