This PowerPoint presentation was shown at the PATA Destination and Board meeting 2013. It details the My Travel Research philosophy and business model. Ensuing the travel industry receives the benefit of market research commissioned by governments worldwide. We take the 100 page reports no one has time to read and translate them into 1 or 2 slides and a video with focus on how to increase visitor numbers and increase tourism revenue for destinations, associations, businesses and governments

1. Bridging the Market Research Gap For Destinations and the Travel
Industry By MyTravelResearch.com: Bronwyn White

2. 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

3. My Market Research Moment
• The Qantas light bulb moment
• Led to the opening of doors and dissemination of market research

4. Bridging the market research gap
Problem
• 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

5. Bridging the market research gap
Many 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

6. 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

7. Bridging the market research gap
Solution
• 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

8. Enabling insights to action
MyTravelResearch.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

9. Building skills
In 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

11. Making a difference
Special reports and collective insight

12. Making a difference
Ask 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 Willetts
City Promotions and Events Supervisor
Dubbo City Council

13. MyTravelResearch.com site
Inland NSW White
label version
Making a difference
White label

14. MyTravelResearch.com
Philosophy
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

15. 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.