Insights

July 28, 2015
The vast quantity of false data in web traffic and digital advertising can make accurate analysis challenging for businesses. Over half of all web traffic is attributable to bots, or web robots, which are applications designed to automate actions such as following links1.
July 28, 2015
With the dollar’s continued strength in 2015, a vacation in the U.S. is a more expensive proposition than in the recent past. While some travelers will choose to go elsewhere as a result of currency exchange value, others will make tradeoffs to visit the destination of their choice. Brand USA...
July 28, 2015
The U.S. National Travel and Tourism Office (NTTO) recently released acommunication regarding a delay in the delivery of international arrivals data due to technical challenges. Fortunately, the current delays are a temporary consequence of federal investments to enhance data accuracy and...
June 9, 2015
Although the United States is one of the most desired places to visit worldwide, competition is strong. While destination marketing often aims to highlight what makes a place appealing, it is helpful to understand what challenges and barriers are influencing travelers to go elsewhere. Brand USA...
June 9, 2015
Content marketing and storytelling has become expected of marketers across the tourism industry. While articles promoting trip ideas and destinations remain an important marketing foundation, they have become so common that it is becoming more difficult to differentiate through static content...
June 9, 2015
Brand USA recently released its second annual ROI study, conducted by Oxford Economics.  The study once again demonstrated Brand USA’s success in driving incremental impact to the U.S. economy.  Since its creation, Brand USA’s marketing efforts have attracted over 2 million incremental visitors who...
May 26, 2015
One of the core tasks for marketers is to balance the breadth and depth of media campaigns. For certain types of messages, such as the launch of a new flight to a city, reaching a wide audience is a priority. For more complex objectives, such as brand positioning, it can be more effective to narrow...
May 26, 2015
Join us on Sunday May 31, 2015 at IPW for Brand USA Education Sessions in rooms S330 A and B. Sessions on Asia and the International Markets Overview will run concurrently at 10:00 a.m. and will be repeated at 11:10 a.m. We hope you are able to join us!
May 26, 2015
Brand USA often focuses on country-level intelligence, but age and generational differences also play a significant role in shaping consumer behavior. When it comes to international travel preferences, there are differences in what younger (20-34 year olds) and older (35-65) travelers seek. This...
April 20, 2015
As the dollar gains value against other international currencies, U.S. exports consequently face setbacks. Discretionary consumer exports, like international travel, are often not sensitive to minor changes (+/-5 percent). Unfortunately for tourism in 2015, the increases in U.S. dollar valuation...
April 20, 2015
Social media networks, such as Facebook, Twitter, Instagram and YouTube, have transformed how people share and consume information. Traditional word-of-mouth and social media may share a common foundation in personal relationships, but social media has allowed users to broaden their networks and...
April 20, 2015
Many destination marketers anchored their efforts in content marketing and storytelling well before they became trendy marketing terms. The challenge with this type of marketing, however, is that it can be difficult to get a true sense of how well stories are performing. Fortunately, there are low...