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.