Beyond the Selfie:
The Experience Code Transformation
Tourism is undergoing a profound shift—from promoting activities and attractions to facilitating transformational experiences. Many in the travel industry agree that “experience” is at the heart of why a visitor is motivated to take a trip, but few marketers, if any, have defined what “experience” means from the traveler’s perspective.
What are they seeking? What makes a trip a meaningful “experience?”
Join us virtually as Travel Analytics Group (TAG) discusses its groundbreaking research among U.S. travelers, “Beyond the Selfie: Experience Code for Destination Transformation.” The study has identified a multi-layered core of travel experience: emotional resonance, personal discovery, social connection, and moment-to-moment interactions, keys to what a true travel experience means to the visitor and a blueprint for destinations to connect with their visitors and gain competitive advantage.
The results illuminate a new and deeper understanding of the travel experience, along with strategy implications and applications, which essentially change the destination marketing model.
MEET THE TAG TEAM
The Travel Analytics Group (TAG) is a tourism-focused consulting firm formed and managed by two long-time respected travel industry research and strategy professionals, Carl Ribaudo and Lauren Schlau, both with DMO insider experience. TAG works by “thinking forward,” where data and insight intersect with strategic creativity. We uniquely integrate research precision with effective strategy to help destinations, tourism entities, and others understand and apply visitor motivations and market dynamics for competitive advantage.
Lauren Schlau
Partner, Travel Analytics Group
Lauren Schlau is a recognized veteran tourism researcher with experience spanning a range of public and private organizations. She combines analytical depth with industry insight to support informed destination decision-making and economic development.
Carl Ribaudo
Partner, Travel Analytics Group
Carl Ribaudo is a recognized and innovative consultant specializing in tourism competitive strategy and organizational change. Known for blending creativity with analytics, he has guided destinations nationwide through transformation and growth.