Chris Pomeroy was recently invited by SEGITTUR, the entity responsible for innovation and technology in the Spanish Ministry of Commerce and Tourism, to participate in a webinar discussing “The effect of COVID-19 on the destination perception and intent to travel to Spain by European tourists”. The audience was made up of the Spanish regional tourism boards belonging to SEGITTUR’s network of smart destinations. Two of the most innovative DMOs in Spain belonging to this network: Valencia and Costa Del Sol explained to their colleagues how important traveller intelligence is to their marketing strategies and then Chris was asked to explain how Travellyze (Traded in Spain by Interface Tourism Insights as the European Traveller Intelligence Monitor) can be effectively used to measure the effect of the COVID-19 crisis on Spain’s destination brand positioning and to identify target audiences for recovery strategies.
Valentina Lazarov from Sojern then explained how Travellyze’s audience profiles can then be used for highly targeted digital advertising campaigns using Sojern.
A recording of the webinar, in Spanish, can be seen online https://youtu.be/xqk5Uko4bdQ?t=2023