Entries Posted By Maclaren Latta

4 Key Insights about What Consumers Want from Sustainable Destinations

Consumers don't have a consistent understanding of the definition of sustainability, which can make it hard for travel providers to meet their expectations.

Sustainability in the tourism industry was a hot topic as the World Travel Market (WTM) convened earlier this month in London, bringing together an estimated 40,000+ travel professionals from more than 150 countries across the world. Maclaren was there to present research in conjunction with the launch of the Sustainable Destination Leadership Network (SDLN).

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Measuring the ROI of Integrated Brand Campaigns

The only sure way to measure ROI for integrated media is through on-the-ground research.

As difficult as it is to creative advertising that stands out in the crowded marketplace, that can sometimes feel like the easy part. When it comes time to prove the value of marketing campaigns, it can be difficult to figure out exactly what to measure.

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Listen and Learn: Capturing the Native American Voices of Montana

Simply beautiful. I can’t express the feeling of seeing our native people speaking so well about ourselves, our past, present and future. Mark Azure, Assiniboine, Fort Belknap Indian Reservation Nice words to hear about a monumental project that had the potential to not happen. After all, the 10-minute film project for the American Indian Alaska Native Tourism Association’s (AIANTA) American Indian Tourism Conference had several challenges. The idea was to highlight seven Indian Nations and eight Native American ...

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What's In a Name?

Have you ever been to “Red Carpet Country?” Any idea where it might be? Try Googling it. With some sleuthing, you’ll find that it’s a made-up name to describe Northwest and North Central Oklahoma. Regardless, if you’ve never been to “Red Carpet Country” (or even if you have), the name doesn’t give you any sense of where in the world it might be. Or more importantly in travel marketing, what you can experience there. Decades ago ...

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