Great data is the backbone of any sound strategic plan. Understanding your market and consumer is foundational in growing any business.
The Reno-Sparks Convention & Visitors Authority (RSCVA) has embraced data at an entirely new level. Eight distinct tourism properties agreed to provide their consumer room night data so we could analyze the origins of Washoe County’s booked room nights. The result was a visitor origination analysis report that analyzed the origin of nearly 4 million room nights in 2016 for the region.
Here are a few key takeaways from this year’s visitor origination analysis:
Data Guides the Conversation: In the case of RSCVA, it’s guiding their organization on where they can focus their efforts to attract customers in markets with untapped potential. It’s a key driver in marketing and operational strategies aimed at bringing more people to Northern Nevada.
Establishing Baseline Standard: RSCVA is using this analysis to establish baseline standards of success so they can evaluate the effectiveness of their strategies on how they are impacting the growth of tourism in Washoe County.
Comparative Data for Each Participating Property: Each property also received a confidential individual visitor origination analysis for their organization so they can drive their organization’s strategic planning efforts. It’s a win-win for both RSCVA and participants; everyone receives individualized analysis and a view into the potential market for the region.