To Increase Visitor Spend, Destination Marketers Must Engage Travelers Online Across the Entire Travel Planning and Booking Process

July 14, 2009

Visitor arrival numbers are a key measure of DMO success, but so too are tourism receipts. Increasing visitor share is important, but so too is increasing spend. PhoCusWright’s Consumer Travel Report reveals that consumers who begin and end their travel shopping exclusively online have a significantly higher average annual travel spend than offline shoppers. In fact, travelers who select their destination online and book online spend on average almost twice as much as travelers who do some of those activities offline.

Destination marketers—and the local travel providers that they serve—will benefit from a tactful migration from traditional communication to a comprehensive Web and social media approach. PhoCusWright’s Destination Marketing: Understanding the Role and Impact of Destination Marketers reveals best practices in advertising and communications – both online and offline – and reviews the changing dynamics and priorities of destination marketers. www.phocuswright.com for Global and European Edition subscribers.

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