Last week, destination marketers gathered in Austin for Texas Travel Alliance’s (TTA) Unity Week. Unity Week was a joyous occasion given the fact that the last time many of us had seen each other in person was at last year’s event just before COVID halted travel.
One of my Unity Week conference highlights was sharing a Visit Fort Worth case study with the TTA Board of Directors. Visit Fort Worth is one of Zartico’s first partners and like most early adopters, one of the most forward-looking destinations in how to use data to tell the story of visitation. The following is a case in point:
Visit Fort Worth and Arlington CVB partnered to host the National Finals Rodeo (NFR) last winter. Looking at geo-location data during NFR, 64% of trips were overnight. According to our Zartico analysis, Fort Worth had the highest lodging performance since the beginning of COVID with a 45% increase in Demand and a 37% increase in ADR compared to the average of the previous 3 months.
In partnership with Zartico, VFW was able to use geo-location data to visualize movement throughout the destination and see cross-visitation of NFR attendees across Arlington and Fort Worth. Tracking visitation to not only the rodeo events and activations, but also restaurants, hotels and other local businesses, Visit Fort Worth was able to show NFR, potential sporting events, stakeholders and residents that they could host a major event.
I was proud to share this case study about a beautiful destination. I truly believe that the best networking happens over a bowl of queso (and a margarita or two) and have taken many of my tourism friends to enjoy the wonder of Austin and Unity Week was no exception. I look forward to seeing everyone in person this year and celebrating our reunion with margaritas in hand!