It’s easy to make assumptions or follow old survey results about your core feeder markets. But, the best way to know for sure is to let the data do the talking. Without it, you’re missing an opportunity to improve your targeting efforts. Chances are you might even find untapped markets.
But how exactly can you tap into the power of travel data? Our recent campaign with the Arizona Office of Tourism is a great example of how to do just that.
Listening to the Travel Data
The Arizona Office of Tourism (AOT) wanted to hear what their data had to say. Their goal is reaching the right travelers during the highly popular baseball Spring Training months and get them to stay longer. By partnering with Sojern, they drove over 52,000 unique visits to AOT’s website. 84% of these were first-time visitors.
With baseball being America’s favorite pastime, why not target travelers outside of the major baseball markets? AOT covered all its bases and opened up their geo-targets to a national level—not just the obvious markets—to turn up new, valuable audiences.
Unsurprisingly, the data verified that some of the top feeder markets for the state during the six-week period of the campaign were also the major baseball team markets. However, the campaign results also revealed that Arizona really knocked it out of the park by reaching audiences outside the major baseball cities. What’s more, they increased the average length of stay during Spring Training by a full night.
After seeing an ad served by Sojern, travelers booked nearly 9,000 flights to Arizona and made over 4,000 hotel reservations.
Measuring True Engagement
Rather than focusing only on click-through rate, the AOT measured how travelers engaged with their site. Tracking post-impression behavior allowed us to successfully determine interaction rates and time spent on the website, including:
- Nearly 280,000 post-impression pageviews
- A 25% higher than average session duration
- Over 1,700,000 post-impression flight searches to Arizona,
The Grand Canyon State trusted the data, and it’s time for other destination marketers to start doing the same to achieve the best marketing results. Read more about our clients’ successes transforming their travel data into more bookings.