1. Southwest Tourism
Summit
2013
How Durango Wins
Colorado Tourism
R. A. Burrell, CEO
Internet Honey

2. Colorado

3. Purpose
Millions of people come to Colorado every
year.
• How does Durango get them to choose
Durango?
• What does it take for Durango to win?
• We’ll reveal what prosperous communities
from across the USA do to lift everyone,
why people choose Durango and how
Durango is winning, or not.

4. The new Tourism model:
Psychographic and
behavioral targeting
based on Signals and
Responses that drive
downstream contribution.

5. Results

6. Traditional Marketing: by Market

7. DMA Targeting

8. The Funnel
The Hourglass
• Awareness
• Engagement
• Conversion [Signals]

9. The Hourglass
• Awareness
• Engagement
• Conversion [Signals]
• Lead Referral
• Downstream
– Booking, Shopping
– Activity, Dining

10. Somewhere USA
“Finding Foodies”

11. The Challenge
Data Showed
Traditional markets, Dallas, Houston are
expensive to mass market.
Research Said
Foodies are beautiful people; multiple
seasons, perishable experience, good
demographics, defensible and own-able
product

12. Silos: Good for Grain, Not Tourism

13. Disintegration Dysfunction

14. New Travel Behaviors

15. GOVERNOR Process

16. Seriously
• 47% of Trip Planning sessions start on
smartphone
• 38% of Trip Planning sessions start on desktop
• 15% of Trip Planning sessions start on tablet
• 90% of mobile search, take action in 24 hours
• Top actions from a mobile phone in travel
– Call
– Map
– Book

21. Brand
What is the value of all these
years?
What are we missing?

30. Industry Partners
Responsibility

32. The Hourglass
• Awareness
• Engagement
• Conversion [Signals]
• Lead Referral
• Downstream
– Booking, Shopping
– Activity, Dining

33. Thank You Durango!
R. A. Burrell, CEO
www.slideshare.net/richardaburrell
@travelwaggle
www.internethoney.com
Internet Honey