nSight Helps One of World’s Most Inventive Cities Target Travelers with Search-Driven Data
NASHVILLE, TN – August 1, 2013 – Visit Seattle, the official destination marketing organization (DMO) for Seattle, has signed with nSight to provide a complete view of its global online opportunity and drive incremental visitors to Seattle using its new business intelligence solution. nSight, the largest aggregator of global travel search and booking data, enables Visit Seattle to understand its active travel consumers, create more relevant marketing and make better business decisions – all based on searches that are happening now.
Most recently ranked among the top 15 most inventive cities in the world by Forbes, Seattle can add another first to its list of achievements. Seattle is the first DMO to go live with nSight travel intelligence when it launches in September.
An early adopter of everything from content marketing to social engagement, Visit Seattle knew there had to be a better way to understand its target traveler. “We know Visit Seattle as a forward-thinking innovator – trying new things is just part of their culture,” said Jami Timmons, president and chief product officer for nSight. “It’s no surprise that they’re the first to see value in live data that identifies personas with current travel intent based on actual search behavior.”
With nSight, Visit Seattle can instantly see what share it has of global travel searches compared to competitive markets. It can also see the different types of personas or profiles that are searching and what country or city they’re from.
“nSight travel intelligence provides a more personal view of travel data than we’ve ever had before,” said Tom Norwalk, president and chief executive officer at Visit Seattle. “For the first time, we can target our marketing dollars directly to active travelers based on their demographics, booking windows, search behavior, and destination or experience intent.”
Aggregating the largest collection of travel search and booking data sources from around the world, nSight delivers a simplified view of the complex behaviors, intentions and personas that influence travel. It provides a daily view of who is searching for and booking travel online.
“Before nSight, it was difficult to get a clear picture of where we should focus our resources when our data was all in the past tense,” Norwalk said. “By seeing who is currently searching for travel, we can quickly pinpoint opportunities to promote Seattle and influence purchase decisions in progress. If you think about it, the potential impact is significant.”
As an nSight early adopter, Visit Seattle is recognized as a member of nSight’s nOvation Circle. The nOvation Circle provides a forum for BI leaders in travel to collaborate, inspire and comment on data trends as well as nSight product evolution.
“Our advertising strategy is focused around a very specific type of visitor, one that appreciates the offerings that Seattle can deliver,” said Ali Daniels, vice president of marketing for Visit Seattle. “Through this new insight and data we will be able to pinpoint this audience even better and look forward to learning more about them through these analytics.”
Over the past year, nSight has worked with a broad network of partners and data sources to define and refine a business intelligence solution that brings the power of predictive travel intelligence to the industry. Intent-based data offers marketers a real and time-sensitive opportunity to capture more global travel business.
“We’re excited to work with leading global travel companies to provide daily views of who is searching for and booking travel around the world,” said Rich Maradik, chairman at nSight. “With this new level of understanding, destinations can elevate marketing from forecasting behavior based on historical data to driving future revenue by influencing active consumers.”
