2022 marks a year of recovery for travel and tourism
Destinations have benefited from travelers eager to take international or domestic trips after a long period of ceased travels due to COVID. Either it was for visiting family after being years apart, business or simply leisure we saw a spike in visitors to different markets.
Destinations are forecasting an increase in travel spending in 2023 compared to 2022. “A year of travel like no other” according to different studies conducted in the past year. We’ve discovered that different traveling trends have emerged in the last couple of years, whether it is digital nomading, off-the-grid travel, wellness breaks, a focus on culture or taking that bucket list dream trip.
This is why destinations need to be prepared for the new wave, and optimize their marketing efforts to be the top destination for these eager travellers.
This article explores why it is important to measure the different destinations regarding awareness, perception, experience and revisitors' index to optimize marketing efforts and increase conversion and a happy ROI.
At Travellyze we do it in the most simple way: RANKINGS.
And you may be asking, how do we build these rankings?
We conduct a series of surveys with more than 20.000 travellers in 15 different markets, which are conducted in collaboration with recognized analysis bureaus in each market. All gathered data has been weighted according to gender, age and geography, making the respondents representative of the market being investigated.
Once we have all these data in the basket, we structure an index and develop these rankings based on awareness, perception, experience and revisitation analysis:
Why did we choose rankings as a tool to understand traveller’s trends?
There are several reasons why we chose RANKING as a tool to evaluate complex information.
Let’s take a look at this case study!
After recovering data from more than 20,000 travellers around Europe, we make the most of our unique rankings and indexes to help you understand what is your destination’s position.
Jordan 🇯🇴 is one of the markets that we’ve chosen to explain how our rankings work. The majority of tourists coming to Jordan are from European and Arab countries.
In the Spanish Market, Jordan is ranked #103 out of #147 destinations on brand image, which is calculated using our algorithm based on perception, experience and awareness.
Destinations have benefited from travelers eager to take international or domestic trips after a long period of ceased travels due to COVID. Either it was for visiting family after being years apart, business or simply leisure we saw a spike in visitors to different markets.
Destinations are forecasting an increase in travel spending in 2023 compared to 2022. “A year of travel like no other” according to different studies conducted in the past year. We’ve discovered that different traveling trends have emerged in the last couple of years, whether it is digital nomading, off-the-grid travel, wellness breaks, a focus on culture or taking that bucket list dream trip.
This is why destinations need to be prepared for the new wave, and optimize their marketing efforts to be the top destination for these eager travellers.
This article explores why it is important to measure the different destinations regarding awareness, perception, experience and revisitors' index to optimize marketing efforts and increase conversion and a happy ROI.
At Travellyze we do it in the most simple way: RANKINGS.
And you may be asking, how do we build these rankings?
We conduct a series of surveys with more than 20.000 travellers in 15 different markets, which are conducted in collaboration with recognized analysis bureaus in each market. All gathered data has been weighted according to gender, age and geography, making the respondents representative of the market being investigated.
Once we have all these data in the basket, we structure an index and develop these rankings based on awareness, perception, experience and revisitation analysis:
- Awareness: we measure the extent to which travellers claim to be aware of the destination's tourism product.
- Perception: is calculated based on how the destination is perceived by travellers that have NOT yet visited.
- Experience: combines the number of visitors and level of satisfaction of travellers that have already visited the destination and compares this to other international destinations.
- Visitors and revisitors: we calculate how many travellers have visited the destination at some point and how many are willing to visit that destination again.
Why did we choose rankings as a tool to understand traveller’s trends?
There are several reasons why we chose RANKING as a tool to evaluate complex information.
- Easy to read: Rankings provide a clear and straightforward index that can help you understand your position in the travellers mind.
- Unique: Not only the information but the algorithm behind our rankings provides exclusive insights. You can’t get this type of data anywhere else.
- Comprehensive: Each ranking condenses different types of information, providing a deeper understanding and extensive approach to your destinations perception and awareness.
Let’s take a look at this case study!
After recovering data from more than 20,000 travellers around Europe, we make the most of our unique rankings and indexes to help you understand what is your destination’s position.
Jordan 🇯🇴 is one of the markets that we’ve chosen to explain how our rankings work. The majority of tourists coming to Jordan are from European and Arab countries.
In the Spanish Market, Jordan is ranked #103 out of #147 destinations on brand image, which is calculated using our algorithm based on perception, experience and awareness.
This means that there are other destinations (102) that have a better brand image and which travellers would choose from to their next visit.
Talking about perception, as you can see Jordan is ranked #114 out of #147 destinations. The main difference in standings is because destinations are perceived differently when it comes to visitation. Travellers have a higher knowledge of the destination, but they perceive a lower probability to visit compared to other destinations.
But everything changes when it comes to experience. As you can see, Jordan is ranked #87 out of #147 destinations. Visitors seem to be surprised by what Jordan has to offer, this is why after doing the survey travellers have a higher level of satisfaction on their first visit.
The best thing about the rankings is that they are found in every research and reflect where you are in the funnel and you can compare with competing destinations around the world. This way you can centralize your marketing efforts in a smarter and more efficient way.
At any time you can choose competitor or benchmark destinations from all over the world, the destinations that your travelers might choose instead of yours! They are reflected by a ranking, just like you, enabling you to easily compare your performance throughout markets.
For instance, Spanish travellers that have visited Turkey were more satisfied with the experience compared with the experience they had in Jordan. Here are some other ranking positions from Jordan compared with other markets.
How can rankings help you?
We noticed that rankings have helped many destinations around the world understand where they stand in a specific market. This will determine how you can turn valuable information into optimized marketing campaigns that will target your audience and be more effective. As we talked about our Brand Awareness Report (you can access it here in case you missed it!). We believe it is the perfect first step towards using data when developing strategies and marketing campaigns.
Rankings take a huge part in our reports since you can understand your standing within a specific market and use that to your marketing action plan.
The best thing about the rankings is that they are found in every research and reflect where you are in the funnel and you can compare with competing destinations around the world. This way you can centralize your marketing efforts in a smarter and more efficient way.
At any time you can choose competitor or benchmark destinations from all over the world, the destinations that your travelers might choose instead of yours! They are reflected by a ranking, just like you, enabling you to easily compare your performance throughout markets.
For instance, Spanish travellers that have visited Turkey were more satisfied with the experience compared with the experience they had in Jordan. Here are some other ranking positions from Jordan compared with other markets.
How can rankings help you?
We noticed that rankings have helped many destinations around the world understand where they stand in a specific market. This will determine how you can turn valuable information into optimized marketing campaigns that will target your audience and be more effective. As we talked about our Brand Awareness Report (you can access it here in case you missed it!). We believe it is the perfect first step towards using data when developing strategies and marketing campaigns.
Rankings take a huge part in our reports since you can understand your standing within a specific market and use that to your marketing action plan.
For instance, Spanish travellers that have visited Turkey were more satisfied with the experience compared with the experience they had in Jordan. Here are some other ranking positions from Jordan compared with other markets.
How can rankings help you?
We noticed that rankings have helped many destinations around the world understand where they stand in a specific market. This will determine how you can turn valuable information into optimized marketing campaigns that will target your audience and be more effective. As we talked about our Brand Awareness Report (you can access it here in case you missed it!). We believe it is the perfect first step towards using data when developing strategies and marketing campaigns.
Rankings take a huge part in our reports since you can understand your standing within a specific market and use that to your marketing action plan.
Photo credit: Giorgio Trovato
How can rankings help you?
We noticed that rankings have helped many destinations around the world understand where they stand in a specific market. This will determine how you can turn valuable information into optimized marketing campaigns that will target your audience and be more effective. As we talked about our Brand Awareness Report (you can access it here in case you missed it!). We believe it is the perfect first step towards using data when developing strategies and marketing campaigns.
Rankings take a huge part in our reports since you can understand your standing within a specific market and use that to your marketing action plan.
Photo credit: Giorgio Trovato