Episode 211:

A marketing strategist for over 30 years, Susan Baier founded Audience Audit in 2009 to help organizations understand their best audiences based on attitudes and needs rather than just demographics or purchase behavior. She develops custom segmentation research for marketers and agencies around the world, supporting their efforts to create marketing initiatives that are more relevant, more efficient, and more impactful.

Destination on the Left is joined again by Susan Baier to discuss the impact collaboration has on the travel and tourism industry. Susan is the founder of Audience Audit, a research firm that studies the attitudes behind consumer behaviors and beliefs. Susan teamed up with our host Nicole Mahoney to conduct a study about the far-reaching effects of coopetition, where perceived competitors accomplish something bigger than themselves by coming together.

What You Will Learn:

  • An overview of the findings from Susan and Nicole’s research study on collaboration
  • The impact collaboration has on the travel and tourism industry
  • How perceived competitors can use coopetition to accomplish something bigger than themselves by coming together
  • How attitudinal research works, and why it is more effective in our industry
  • The industry-wide sentiment toward collaboration in travel and tourism
  • The three different types of collaborators and how each one affects the group dynamic
  • Where tourism professionals are seeking resources on collaboration

Collaboration in the Pandemic

Susan Baier is back for another episode of Destination on the Left to discuss the impact collaboration has on the travel and tourism industry. She is the founder of Audience Audit, a research firm that studies the attitudes behind consumer behaviors and beliefs. Susan teamed up with host Nicole Mahoney to conduct a study about the far-reaching effects of coopetition, where perceived competitors accomplish something bigger than themselves by coming together. As we transition into a new year during these difficult times, it is important to understand how our organizations can use collaboration to navigate new challenges and measure our success.

Data That Aligns With Your Goals

There is an overwhelming amount of data available to destination marketers, but it is often the case that only a small portion of it aligns with our goals. So much data is virtually useless to us and as a result, we approach marketing strategy with expensive blind spots. While two individuals in a marketing segment may appear similar on the surface, they likely have two completely different sets of needs and problems that cannot be addressed with one blanket communication tactic. Attitudinal research offers a solution for destination marketers by providing them with targeted research based on needs and attitudes instead of demographics and purchase behaviors.

There is a Demand for Collaboration

The goal of Nicole and Susan’s study was to understand the industry-wide sentiment toward collaboration in travel and tourism. There were approximately 161 completed responses in the initial survey, providing enough data for the results to be statistically significant while offering a wide spectrum of attitudinal differences to compare with the results. The interesting thing about research is that it doesn’t always prove that you don’t know what you’re talking about—sometimes it has the opposite effect. This study reinforced the willingness to collaborate in all segments of the travel and tourism industry, with 76% of respondents having collaborated with direct competitors. What does this mean for you? It means there are an abundance of new opportunities to overcome challenges of the pandemic if you are willing to seek them out. This is huge for travel professionals from all walks of life.

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