Industry Update
Supplier News23 February 2014

Tucson, Scottsdale and Flagstaff CVBs Launch nSight Travel Intelligence

Leading Arizona Destination Marketing Organizations use online travel analytics and consumer insights to target travelers and increase visitation

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The Convention and Visitors Bureaus (CVBs) of Tucson, Scottsdale and Flagstaff are expanding their market perspectives with nSight, the leading business intelligence solution for the online travel industry. With nSight, these top Arizona CVBs can now see who is searching and booking the destinations from travel websites worldwide to improve marketing efficiency and drive higher visitation. The application will be part of each CVB's marketing strategy, helping gain access to better, more actionable data, optimize target marketing and move beyond the traditional fragmented view of online travel consumer behavior.

"Tucson's personality is free thinking – without borders, much like nSight's view of the

online travel marketplace," explained Allison Cooper, Vice President of Sales and Marketing for Visit Tucson. "With a full view of global online demand from nSight, we'll have the insight and control we need to expand visitation to Tucson across domestic and international markets."

Aggregating 25 billion global travel searches and bookings from 5,000 online travel

websites, nSight's decision platform offers creative data visualization, concise analytics and compelling graphics. The intuitive interface allows users to discover trends, benchmark competitors and reveal opportunities, and then act on the information quickly.

"Scottsdale offers a unique, exclusive travel experience," explained Caroline Stoeckel,

Vice President of Marketing for the Scottsdale Convention and Visitors Bureau. "nSight allows us to identify specific consumer types looking and booking Scottsdale online, specifically enabling us to see our demand independent of the larger market in the region, Phoenix. Then, using custom market and persona analytics in nSight, we can easily identify active consumers with similar characteristics and behaviors to shift bookings to us in Scottsdale."

Through advanced analytics, nSight enhances consumer search and booking data with

offline demographic and psychographics along with web behavioral data. This provides a view of what the consumer looks like behind every search and booking, benchmarked into 10 unique persona categories.

"Located in the mountains of Arizona with four distinct seasons, Flagstaff attracts a wide

variety of visitors from around the world," explained Heather Ainardi, Marketing and Public Relations Manager at the Flagstaff Convention and Visitors Bureau. "In the past, we've used intercept studies and visitation data to construct our media schedule; however, with nSight we can segment by search and booking behavior, source market, season or persona for a complete view of active consumers. That's data I can apply directly to our 2014 planning and real-time digital campaigns."

In addition to receiving insights generated from their CVB's subscription, hotels in these

three markets will receive a free online market view of their state when subscribing to nSight, compliments of its CVB.

"Tucson, Scottsdale and Flagstaff are forward-thinking destinations," said Jami

Timmons, President and Chief Product Officer at nSight. "The use of travel intent data offers the competitive advantage they'll use to inform their Arizona hotels and attractions on travel trends, supporting data-driven marketing and generating incremental tourism revenue at the local level."

About Visit Tucson (
Visit Tucson'smission is to

drive economic developmentby connecting visitors with their ideal travel and meetings experiences in Tucson and Southern Arizona. Visit Tucson is financially supported by the City of Tucson, Pima County, the Town of Oro Valley and more than 500 individual and business partners.

About Scottsdale Convention and Visitors Bureau (
The Scottsdale

CVB is a nonprofit, private company that contracts with the City of Scottsdale and Town of Paradise Valley for destination marketing initiatives. Its vision is to position Scottsdale as a world-class vacation, meetings and group travel destination by communicating the uniqueness of the Scottsdale experience.

About Flagstaff Convention and Visitors Bureau (


The Flagstaff CVB is charged with promoting tourism for the City of Flagstaff and

executing The Destination for All Seasons brand. Programs include marketing to tour operators, travel agents, meeting planners, group coordinators and individual leisure travelers, as well as development of public outreach and educational programs, media relations and media coverage.

About nSight

nSight combines the world"s largest view of consumer shopping data with predictive marketing and revenue management solutions to deliver more guests to your hotel and visitors to your destination. Only nSight aggregates more than 85 million travel consumer shops and bookings daily across over 5,000 third-party travel websites. Understanding consumer shopping behavior, rate impact and future market demand enables better marketing and revenue management decisions. Follow us on Twitter, Facebook and LinkedIn.

Katrina Pruitt-Andrews
Vice President of Marketing
Phone: +1 615.866.0850, x1003
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