Travel & Tourism

Brand Tracking Case Study


A tourism bureau for a popular travel destination wanted a monitoring tool which would allow them to quickly make informed strategic and communications decisions.

Research Design

Russell Research developed and fielded a continuous tracking study for the organization that has determined the key and secondary drivers of vacation decisions and how they have evolved throughout the pandemic. We designed an interactive dashboard to allow key stakeholders to quickly understand KPI performance over specified periods of time and determine how current marketing efforts are being received.


Running for several years, tracking study insights have been used to develop better marketing communications, including advertising campaigns well-received by target audiences. Measurable metrics (e.g., hotel room occupancy, website visitation) have subsequently risen during this time.