Research Model.

Reliable visitor research should be the basis for all destination planning. The Young Strategies team works with each of our clients to develop a research methodology that will capture the voice of their travelers by segment and identify actionable strategies to drive future growth. We use research to examine all aspects of the destination and the travelers that visit there. A research based strategic marketing plan is then developed to effectively position and market the destination or region. Most of all, the Young Team always works in close partnership with the destination and presents the final report to leaders to gain buy-in and tangible support. Unity in support of a strategic plan is the goal.

Research Methods Employed By the Young Team

• Inquiry Database Analysis
• Lodging Market Research, Assessment and Analysis
• Online Surveys
• Mail Surveys
• Visitor Intercept Interviews (on-site)
• Visitor/Inquirer Telephone Interviews
• Attraction Market Research, Assessment and Analysis
• Community Leader Executive Interviews
• Visitor Center Research and Analysis
• Convention/Meeting/Event Market Assessment including Planner Decision Maker Interviews
• Group Tour Market Assessment including Decision Maker Interviews
• Sports Market Assessment including Team Sports Planner Interviews
• Focus Groups – test a specific concept on a small group
• Focus Forums – larger demographic profile match input sessions
  

Typical Destination Assessment and Planning Methodology

1. Destination Reconnaissance:

• The project team experiences the destination from the visitors perspective to identify specific issues to be addressed in the research

2. Lodging Market Assessment:

• A detailed multi-year analysis of the destination lodging market is critical to understand overnight visitation.

3. Destination Marketing Analysis:

• A thorough review of the current and past destination marketing efforts and ROI establishes benchmarks for the future.

4. Scientific Visitor Research with Inquiries or Local Visitors:

• Visitor Surveys by mail, online and/or on-site interviews identify the current inquirer/visitor conversion and profile as well as key decision making and behavior attributes.

5. Planning Retreat with Leaders:

• Research findings are presented to board and/or industry leaders at a planning workshop and key strategies for growth are identified with stakeholder buy-in.

6. Strategic Branding and Marketing Plan:

• A comprehensive plan is completed following the retreat and presented in print and electronic formats along with a detailed PowerPoint presentation. The recommendations typically include:
  • Branding/Positioning
    • Marketing Organization and Structure including Funding and Budgeting as well as Staffing
    • Marketing and Promotions
    • Direct Sales
      
      
• Gateways, Signage and Wayfinding
  • New Product Development
  • Front Line Training
  • On-Going Research and Tracking
    
    

To learn more about what sets Young Strategies apart from other planning firms, and how Young Strategies services can help you meet your objectives, please contact us at (704) 770-3333.