The Convention and Visitors Bureaus (CVBs) of Tucson, Scottsdale and Flagstaff are expanding their market perspectives with nSight, the leading business intelligence solution for the online travel industry. With nSight, these top Arizona CVBs can now see who is searching and booking the destinations from travel websites worldwide to improve marketing efficiency and drive higher visitation. The application will be part of each CVB’s marketing strategy, helping gain access to better, more actionable data, optimize target marketing and move beyond the traditional fragmented view of online travel consumer behavior.
“Tucson’s personality is free thinking – without borders, much like nSight’s view of the online travel marketplace,” explained Allison Cooper, Vice President of Sales and Marketing for Visit Tucson. “With a full view of global online demand from nSight, we’ll have the insight and control we need to expand visitation to Tucson across domestic and international markets.”
Aggregating 25 billion global travel searches and bookings from 5,000 online travel websites, nSight’s decision platform offers creative data visualization, concise analytics and compelling graphics. The intuitive interface allows users to discover trends, benchmark competitors and reveal opportunities, and then act on the information quickly.
“Scottsdale offers a unique, exclusive travel experience,” explained Caroline Stoeckel, Vice President of Marketing for the Scottsdale Convention and Visitors Bureau. “nSight allows us to identify specific consumer types looking and booking Scottsdale online, specifically enabling us to see our demand independent of the larger market in the region, Phoenix. Then, using custom market and persona analytics in nSight, we can easily identify active consumers with similar characteristics and behaviors to shift bookings to us in Scottsdale.”
Through advanced analytics, nSight enhances consumer search and booking data with offline demographic and psychographics along with web behavioral data. This provides a view of what the consumer looks like behind every search and booking, benchmarked into 10 unique persona categories.
“Located in the mountains of Arizona with four distinct seasons, Flagstaff attracts a wide variety of visitors from around the world,” explained Heather Ainardi, Marketing and Public Relations Manager at the Flagstaff Convention and Visitors Bureau. “In the past, we’ve used intercept studies and visitation data to construct our media schedule; however, with nSight we can segment by search and booking behavior, source market, season or persona for a complete view of active consumers. That’s data I can apply directly to our 2014 planning and real-time digital campaigns.”