The ttra Annual International Conference is the premier event in which the global community of practitioners and educators engaged in research, information management, and marketing in the travel, tourism and hospitality industries comes together to network and share best practices. Members in ttra represent a variety of segments from the greater international travel and tourism community, including educators, practitioners, research providers/consultants and users of research.
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Thursday, June 22 • 10:15 - 11:30
Multicultural Traveler Research: The Why, How, and Insights Gained | Recherche sur le voyageur multiculturel: pourquoi, comment et nouvelles compréhensions

In today’s divisive climate, it is an especially important for U.S. tourism marketing groups to convey a message of welcome to people of all cultures.  But how can a DMO do this effectively? Saying it is one thing; being convincing—and authentic—is another.

Despite a growing amount of general consumer research on different domestic cultural populations, there is a lack of shared research on U.S. travelers of specific ethnic and cultural groups.  Conducting custom studies on cultural traveler groups can be particularly challenging because of the difficulty in attaining adequate sample size, lack of research expertise in that cultural group, and cost. Session speakers Lauren Hansen-Flaschen from VISIT PHILADELPHIA and Michael Rodenburgh from Ipsos want you to know that it is doable—and well worth it.

Working with Ipsos, VISIT PHILADELPHIA recently completed two such studies to better understand the African-American traveler and the Latino traveler from the Northeastern United States.  A major reason for these studies was to determine whether connecting and attracting these markets is effective through the general market campaign, or if VISIT PHILADELPHIA should create more tailored marketing and messaging to reach these audiences.

Based on these very recent studies, this presentation covers:

  • Reasons why tourism organizations should work hard to understand specific cultural segments
  • Suggestions on how to do the research, specific methodology and approach to analysis
  • How drivers of visitation can be similar and/or different by cultural group, and
  • Marketing strategies gained from the research insights

avatar for Lauren Hasen-Flaschen

Lauren Hasen-Flaschen

Director of Research, Visit Philiadehlpia
Lauren Hansen-Flaschen is Director of Research at VISIT PHILADELPHIA. She drives the organization’s quantitative and qualitative research to guide and evaluate marketing campaigns and new initiatives. Lauren currently serves on U.S. Travel Association’s research task force and... Read More →
avatar for Michael Rodenburgh

Michael Rodenburgh

Executive VP, IPSOS
Michael Rodenburgh is Executive Vice President for Ipsos in Western Canada. In his role, he leads a team of 30 people focused on marketing, loyalty, and advertising research. Michael has been in the marketing research industry for over 20 years and has held senior executive positions... Read More →

Thursday June 22, 2017 10:15 - 11:30 EDT