Episode 89: Data-Driven Travel Marketing, with Erin Francis-Cummings

Destination On The Left

As businesses, we live or die on data. Understanding the market, understanding who is coming to our destination, who is interested but doesn’t know enough to make a decision – these pieces of information are vital to our ability to thrive in travel and tourism. But gathering and interpreting this data is a challenge for everyone.

Our guest on this episode of Destination on the Left is an expert in gathering and analyzing data, specifically for our industry. Our guest is Erin Francis-Cummings. Erin is president and CEO of Destination Analysts, where she has spent the last 15 years studying travelers from across the globe and translating their evolving, complex, and fascinating behaviors and opinions into marketing insights for Destination Analysts’ 150-plus clients.

Erin has designed research strategy and facilitated consumer research for some of the world’s greatest destination brands, including Bermuda, California, the Fiji Islands, Napa Valley, Florida, Washington DC, Chicago, and Los Angeles.

In addition to conducting research: from brand auditing to user experience, to ROI analysis, she also oversees the production of Destination Analysts, The State of the American Traveler. This is the travel industry’s longest running and most relied on tracking study of American leisure travel sentiment and behaviors. Also produced by Destination Analysts is The State of the International Traveler, an annual study of the travel behaviors and perceptions of international travelers in 13 top feeder markets to the United States. Erin currently serves on the international board of the Travel and Tourism Research Association.

Before leading Destination Analysts, Erin held advertising and marketing management roles at Amtrak and the San Francisco Travel Association. She holds a bachelor’s degree in political science from the University of California Los Angeles and is a proud mother of two school-aged children.

Full show notes available here: https://breaktheicemedia.com/podcasts/erin-francis-cummings/