Explore the resources from our thought leaders to put your new ideas into action.
Adara
The Intersection of TV Viewership & Travel Intent
Visit Milwaukee wanted to measure actual visitation from hosting a major TV show and Visit Indy wanted to maximize the Caitlin Clark effect. Adara helped them both by combining the power of travel data and TV viewership. In this session, we dove into measurement surrounding Top Chef being filmed in Milwaukee in 2024, including top origin markets for those who watched the show, and Indy’s latest marketing efforts to WNBA game watchers. Bonus: Find out how these approaches can help destinations leverage the Mega Decade of Sports, too!
Check out Adara’s presentation here.
Continue the conversation with Leroy Bridges, SVP Sales, Tourism, Adara.
Expedia
More than a Game: How Sports Travel is Creating New Opportunities for Destinations
Sports tourism now accounts for 10% of global tourism spend – and that figure is expected to grow exponentially. From FIFA Club World Cup to F1 racing, and a whole host of other major tournaments happening in the coming months, tourism players are primed to generate greater value and revenue opportunities. This session dove into how sports fans – especially Gen Z and millennial travelers – are reshaping demand patterns, loyalty behaviors and destination choices. We highlighted how destinations can move beyond traditional travel marketing strategies to reach high-value travelers through targeted advertising and engaging content that captures sports-mad fans. Drawing from Expedia Group’s latest global research, we shared actionable insights and how to leverage Expedia Group’s travel media network to create end-to-end campaigns that reach travelers wherever they are, whatever the game.
Check out Expedia’s presentation here and more from Expedia on this topic here.
SPIRRA.io
Beyond Demographics: Using Influencer Intelligence to Discover Your Hidden High-Value Visitors
Most DMOs rely on traditional broad demographic data that misses emerging and high-value segments. This talk revealed how analyzing influencer audiences provides real-time insights into who actually wants to visit your destination. Using SPIRRA's AI-powered audience intelligence, we showed how destinations can discover unexpected visitor segments—like "outdoor wellness travelers" or "cultural food explorers"—by examining the followers of relevant influencers. Attendees learned to use influencer data as a discovery tool for audience insights, identified which content themes attract longer-staying/higher-spending visitors and uncovered niche markets that competitors are missing. Case studies demonstrated how destinations found their most profitable visitor segments hidden in plain sight within influencer communities.
Continue the conversation with Jeremy Davis, VP, Content and Social Strategy, SPIRRA.io.
Tiki
From Monologue to Dialogue - The AI-Powered Future of Destination Advertising
Traveler expectations are shifting—from passive inspiration to active, real-time engagement. This session explored how AI is transforming destination advertising from static messages into dynamic conversations. Learn hoTraveler expectations are shifting—from passive inspiration to active, real-time engagement. This session explored how AI is transforming destination advertising from static messages into dynamic conversations. See examples of how DMOs are harnessing conversational media to guide, inform, and inspire visitors at every stage of the journey.
Check out Tiki’s presentation here and learn more about Tiki.
Continue the conversation with Jamie Claudio, SVP, Marketing & Destination Strategy, Tiki.
Tripadvisor
Tripadvisor Trendcast 2025
The future of travel just landed. We dug deep into millions of reviews, bookings, and convos on Tripadvisor to uncover the micro-trends and massive cultural swings that are rewriting the ways we go. Our first-ever Trendcast captures it all—it’s the ultimate pulse check on where travelers are now and what’ll be driving them forward for years to come.
Check out Tripadvisor’s presentation here.
Continue the conversation with Todd Skelton, Associate Director of Destination Media, Americas, Tripadvisor.