Bridging the Market Research Gap For Destinations and the Travel Industry By MyTravelResearch.com: Bronwyn White
About MyTravelResearch.com
• Combined experience in Travel and Tourism Research and Marketing of more than 50 years
• We specialise in the travel and tourism industry• Worked for:
– Qantas– Tourism NSW– Regional Tourism Organisations– TNS Global Research (Travel and Tourism)– IATA
• Worked with (clients):– National Tourism Offices– State Tourism Offices– Regional Tourism Offices– Airlines– Travel and Tour Companies– Small commercial entities (e.g. hotels, bed and breakfasts)– Travel and tourism associated businesses (e.g. Airframe
manufacturers)– Associations
My Market Research Moment
• The Qantas light bulb moment
• Led to the opening of doors and dissemination of market research
Bridging the market research gapProblem
• Millions of dollars collectively spent on insightful market research by companies, governments, destinations, associations and representative groups
• Not being filtered down in a timely manner and used where it is needed most:– Regional – Operational– Front line
• Much of the industry lacking in traditional marketing and research skills
Bridging the market research gapMany Reasons• Lack of time, skill and knowledge.
– No fault of their own. Busy working in the business – Destinations / NTO’s are often stressed making happy holidays for
people– We realised we needed to help them work on the business– Both from a strategic planning and tactical execution level– No time to trawl through thick reports to extract the essential details – Often without the ability or skill set required to interpret insight
Typically those needing insight and direction most are time and cash poor
• Destinations, regional and local tourism managers and organisations
• On the front line• Operators• Associations – trying to please everyone• They need insight, they need it now, “just tell
me what to do”
They don’t have time to read the research, let alone implement it
Bridging the market research gapSolution• Those commissioning the research aware of the
problem – ‘frustrated’, ‘hands tied’, ‘not enough resource’
• Often don’t have the resource to ‘translate’ research results into insight that is easy to understand, quick to assimilate and actionable
Our work fills a gap identified by many destinations who struggle to fulfil the expectations their industry places on them
to deliver actionable insight
Connect the insight and
research
To the travel industry
Enabling insights to actionMyTravelResearch.com travel industry Membership site
An innovative membership model
Easy to read highlights of public
data with key recommendations
Training on how to use, interpret and
action data
A monthly ask us anything webinar
Webinars on hot topics in the tourism
industry
Training and templates to help you
DIY research
How to documents
Building skillsIn research and marketing
• Teaching the travel industry how to:– Conduct their own market research
• Survey templates– Become less reliant on consultants– Analysis– Implementation of results– Strategic and tactical planning
Making a differenceLearning new skills
Making a differenceSpecial reports and collective insight
Making a differenceAsk us anything webinar
“It’s not every day you can tap into the experience and expertise of Bronwyn White and Carolyn Childs.
This morning’s Webinar was extremely helpful giving me advice, direction and resources to assist with an upcoming project.
I look forward to next month’s Webinar!”
Lana WillettsCity Promotions and Events SupervisorDubbo City Council
MyTravelResearch.com site
Inland NSW White label version
Making a differenceWhite label
MyTravelResearch.comPhilosophy
We teach the travel industry to be self sufficient in the long term by building skills in market research and marketing so that
they become less reliant on outside services and consultants. We empower the industry with the knowledge and skills to
change and improve their industry and businesses, while all of the time providing support
Thank you!
Please note that the data contained in this proposal has been prepared for the specific purpose of the PATA Board Meeting in Chengdu and information contained if for MyTravelResearch.com Pty Ltd and PATA
It may not be suitable for other applications. The use of this data for any other purpose should be discussed with the lead author. MyTravelResearch.com accepts no responsibility for unauthorised use of this data by a third party.