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Home » Archives for CenStates News

CenStates News

CenStates Spotlight On: Tourism Advocacy in Oklahoma

May 8, 2019

MAY 2019 | TRAVEL SPOTLIGHT
Kim Caplinger | Director of Public Policy & Research,
Oklahoma Tourism and Recreation Department

How do you emphasize the importance of tourism in the face of multiple budget cuts? Don’t give up. As Oklahoma Tourism’s Director of Public Policy & Research, Kim Caplinger educates elected officials with data and insights. But her job is more than presenting numbers. It’s about using them to tell a story.

READ eCOMMUNICATION

Filed Under: CenStates News, eNews

CenStates TTRA Outlines Vision for 2019-2021

January 9, 2019

The CenStates board of director, under the guidance of Chair Brenda Myers, has developed a three-year Vision Plan for the chapter to empower its members to produce travel and development research to enable flexibility and responsiveness. The areas of focus are: leadership, membership, education, communications, and research. The award-winning CenStates chapter looks forward to a fulfilling and productive new year…for you and with you!

Read the Vision Plan HERE.

Filed Under: CenStates News, eNews

How Travel Media Usage Has Changed Over the Last Decade

January 9, 2019

Written by: Chris Adams, Director of Research and Online Marketing
 
Travelers are using media from more sources and across more points in their travel experiences than ever before. We have coined the term, the “Hyper-Informed Traveler”, to reflect a highly complex and fragmented media landscape.  For more on this, check out my blog post, “The Rise of the Hyper-Informed Traveler”. 
 
Working with our research partner Destinations Analysts, who have tracked US leisure traveler behavior, interests and media use over the last 11+ years, we took a long term look at how media use has changed over the last decade, which is summarized in our new research white paper, The Hyper-Informed Traveler.
 
This new resource highlights how the rapid penetration of smartphones (around 6/10 of all US travelers now use them in planning and travel) has spurred tremendous growth in user-generated content and social media use in travel over the last decade; up 5x and 7x respectively over that period. 

It also showcases how print usage in US travel is far from being in decline and has held firm and even grown slightly over the last decade.  Still around half of US travelers still use print at some point in their trip planning or travels each year. Print is showing continued strength in travel but certainly the role of print has shifted towards a far greater emphasis on inspiration and motivation. For more on the role of print – see our research summary from partners such as Destination Analysts and Longwoods in our white paper, The Value of Print.

Not surprisingly, a look at different generations of US travelers shows a far higher mobile, UGC and social usage among younger, Gen Y travelers. However still just under half of all Baby Boomers use traveler reviews and UGC in trip planning and almost one-third use social media content posted by friends/family. 

This research highlights how content and media planning needs to respond to a highly complex, multimedia, fragmented marketplace. US Travelers are accessing more information from more places than ever before. Considering how to deliver your message across multiple channels and media types is key as is the ability to generate “cut through”. Measurement of results – though still highly imperfect, is essential to understand which content, creative, media and channels are working – and what are not. 

Check out the companion blog “The Rise of the Hyper Informed Traveler” for added context and detail on these recommendations. 

Resources: 

  • “The Hyper-Informed Traveler“ The complex, fragmented & expanding media use of US leisure travelers 2008 – 2018
  • “The Rise of the Hyper Informed Traveler“, Blog by Chris Adams, September 2017
  • Destination Analysts, Miles’ research partner in measuring and reporting on media use by US leisure travelers
  • Value of Print, research summary of independent research from Destination Analysts, Longwoods and additional partners

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Filed Under: CenStates News, TTRA Reflections

The Rise of the Hyper-Informed Traveler

January 9, 2019

In today’s world of information and technology, consumers are using a wider variety of tools available to them and are using each of them at a higher rate of frequency. The types of media, websites, apps, channels and devices are mind blowing but traditional media is still an effective and critical part of your toolbox. While traditional may not get as much attention these days, it may just be the tipping point in your consumer’s decision-making process. Regardless of the channel, the key for today’s marketer is making sure your content is compelling and that its reaching the right consumer at the right time. Content personalization is now expected. If you’re not already using data to provide personalized messaging, it’s time to start exploring that option. While the use of data and technology are changing the way we deliver the messages, there are things that don’t change. Storytelling and emotion effect our decision making process throughout the day but especially when it comes to larger investments such as a vacation. Finally, word of mouth is still the number one influencer. The best way to generate word of mouth is by giving your visitors a reason to talk about you. A destination’s brand is built one visitor at a time….so give them something good to say.

This is an excerpt from a webinar presented by the South Dakota Department of Tourism and Miles Partnership. A recording of the webinar is available here. You can see this blog and read the Miles white paper for more on the Hyper-Informed Traveler. For further information  contact the author Chris Adams, Head of Research & Insights at Miles Partnership at [email protected]

Filed Under: CenStates News, eNews

State Tourism Budget Growth Slows Ahead of Governors’ Races in Midterms

July 25, 2018

With gubernatorial races in 36 states and three territories this fall, state tourism boards “increasingly face pressure to justify higher spending, or in some cases even their existence,” reports Skift.

State general fund spending for enacted FY 2018 budgets is up only 2.3 percent from FY 2017 — the slowest growth rate since fiscal 2010—and that has a direct effect on state tourism budgets.

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Filed Under: CenStates News, eNews, Greater Western News, Hawaii News, Southeast News

ARC Finds Air Travel Strong for Summer 2018

June 27, 2018

Airlines Reporting Corp. reported today that travelers flying during the summer months can expect to pay slightly less than last year. This drop mirrors what ARC sees as a larger trend in average ticket prices, posted monthly on the company’s website. Travel sold to the top 10 destinations by U.S. travel agencies is up from 2017, showing continued strong demand for air tickets in the U.S. Like 2016 and 2017, ticket sales to Cancun continue to be the top seller this summer.

Other summer hot spots are on the rise for U.S. air travelers this summer. Ten percent more travelers will fly to Punta Cana as compared to the same period last year while Honolulu will see a 14 percent increase. Air travel to Orlando and Seattle increased eight percent year over year. New York and Los Angeles will also see a four percent increase in air travel, while air travel to Las Vegas is down eight percent although it still ranks in the top ten.

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Filed Under: CenStates News, Europe News, Greater Western News, Hawaii News, Research Study, Southeast News

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