Destination research / PRACTICE OVERVIEW

Finding the story within a destination

Destination research, market positioning and experience-led campaign collaboration.

Island coastline illustrating destination research themes — CONTEXTUAL DESTINATION IMAGERY / PRACTICE OVERVIEW

Professional practice overview with an illustrative process framework.

Challenge

Destination information needs to become a clear and relevant proposition for travellers.

Approach

Connect destination research with product development and marketing collaboration, within the current product development role.

The decision process

01Understand the traveller
02Research the destination
03Consider the commercial structure
04Review the experience

An illustrative framework for considering the traveller, destination and product together.

Deliverables

Destination research
Positioning inputs
Experience-led campaign collaboration

Commercial considerations

Choose a proposition relevant to the intended market.
Test whether experience-led messaging reflects the actual itinerary.
Consider seasonality and transport connections alongside destination appeal.

Professional application

Practice focus: translating destination research into a coherent proposition and clear marketing information.

ANOTHER PERSPECTIVE / 01

From destination to considered product

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