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Research is an invaluable tool, allowing AlaskaTIA and its member businesses to make informed marketing decisions. The dynamics of the travel industry are constantly shifting and ongoing research is vital to maintain a competitive edge. Media options continue to evolve as new technology emerges. By tracking trends and testing new programs, AlaskaTIA is able to anticipate changes and revise the marketing plan accordingly. AlaskaTIA research reports and secondary research contained in the AlaskaTIA resource library are made available to businesses so they can better target and refine their individual marketing efforts.
Conversion Study
This annual research study looks at individual components of the marketing program – as well as the program as a whole - to find out how effective different media vehicles are in generating interest in Alaska and converting that interest into actual travel. This information is used in planning future marketing programs to ensure we are getting the most effective and efficient marketing program possible for the available budget.
Internet Usability Study
This three-phased research project was the driver behind the new website design. Phase I identified “best practices” of other travel-related websites so we could assess what other destinations were doing and how successfully they were doing it. Phase II looked at how potential visitors perceived the old TravelAlaska.com website – areas of strengths and weaknesses – providing us with information to set goals and objectives for the new consumer website design. Phase III allowed us to see how visitors responded to the new site so we could measure how well we met the goals and objectives established up front.
Online Visitor Tracking Study
Allows us to analyze how visitors arrive at TravelAlaska.com and what media is most effective in driving potential visitors to the website. The study also identified what sources of information potential visitors use to research and/or plan an Alaska vacation – both online and traditional printed sources. From this research we also found that referrals from major search engines were very low. As a result, we analyzed our search engine optimization efforts, along with re-designing the website so it would naturally rank higher with search engines. In doing so, we’ve been able to more than double the number of referrals from search engines.
Vacation Planner Focus Groups
Focus Groups were conducted to identify factors influencing the initial decision to travel to Alaska, and to assess the level of understanding about how information is organized in the State Vacation Planner. We also explored how areas of the Planner could be improved. This information was used to complete the redesign of the book that was begun in FY03 and was completed in FY04.
Travel Intentions Study
This study allows AlaskaTIA to “predict” the size of the upcoming summer travel season by contacting those who requested Alaska trip-planning information to determine whether they will travel to Alaska this year. In addition, we can track shifts in travel pattern such as when they expect to finalize their travel decisions and begin making reservations. Information on competing destinations is also procured. This type of research became increasingly important since the events of September 11, the war with Iraq and the stock market downturn.
Alaska Highway Travel
Over the past several years, Alaska has seen a significant decline in highway visitors. A major study was conducted in 2004 to gain a better understanding of the size of the potential driving visitor market and to profile the demographic, geographic and mediagraphic characteristics of the current and potential driving visitor. This information will be used to market the driving experience through Canada and to Alaska to a more targeted audience.
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