Data Services for Tourism

The Vendor is required to provide data services for tourism in include:
- Lodging metrics
• Monthly reporting on key performance indicators, including occupancy rates, average daily rate (ADR), revenue per available room (REVPAR), total revenue, average stay value, average length of stay and booking window, across the destination.
• Inclusion of data from both traditional accommodations (hotels, motels, resorts) and short-term vacation rentals, where available.
• Campground data is also desirable, if accessible.
• No lodging data will be provided by county.
• Insights into visitor origin markets
• Including identification of both high-performing and emerging origin markets, with revenue analysis by market to support targeting and growth strategies.
• Supply including mapping, numbers of bedrooms, and available amenities.
• Integration of lodging data with geolocation and visitor spending metrics to evaluate travel behavior and economic impact.
• Year-over-year trend analysis and performance comparisons, with the ability to view and benchmark data by month, quarter, or year.
• Users must be able to define custom date ranges to accommodate seasonal, fiscal, or campaign-specific reporting needs.
• Tools to build and analyze custom visitor profiles based on lodging behavior, geographic origin, and potential value.
• Benchmarking capabilities to evaluate lodging performance against an identified competitive set and regional trends.
• Reporting on booking windows and arrival patterns, including attribution of visitation following advertising exposure.
• Historical data must be available retroactively to at least January 1, 2021; access to earlier data is preferred and should be noted in the proposal.
- Geolocation data
• Identification of visitor origin markets, with the ability to distinguish between travelers for whom state adventure coast is the primary destination versus those for whom it is a secondary stop on a broader trip.
• Analysis of travel modes, including segmentation of fly versus drive markets, and the relative volume and behavior of each.
• Insights into visitor movement within the destination, including visits to key points of interest (POIS), attraction clusters, lodging areas, natural sites, and downtown districts.
• Mapping of travel patterns, route sequences, and transitions between locations to understand how visitors navigate the destination.
• Time-of-day and day-of-week analysis—if available—is highly desirable to identify peak periods of activity at specific sites, supporting more informed decisions related to staffing, signage, and resource allocation.
• Repeat visitation data to identify loyalty trends and track changes in visitor behavior over time.
• Custom capabilities to define and monitor specific areas of interest, events, districts, or corridors.
• Integration of geolocation data with other datasets (e.g., lodging, spending, events) to support comprehensive performance reporting and campaign attribution.
• No geolocation data will be provided by county.
- Spend data
• Breakdown of visitor spending by category, including but not limited to lodging, dining, retail, groceries, attractions, entertainment, and transportation.
• Segmentation of spending by visitor origin (e.g., local, in-state, out-of-state, international), day trippers vs. overnight visitors, and length of stay.
• Ability to measure changes in spending over time, with trend analysis by month, quarter, or year, including custom timeframes.
• Integration of spending data with geolocation and lodging metrics to provide a comprehensive view of visitor behavior and economic contribution.
• Identification of top-performing and emerging origin markets based on total and per-capita spend.
• Attribution of spending changes to specific campaigns, activations, or media channels where feasible.
• Benchmarking capabilities to compare performance against similar destinations or competitive sets.
• Historical data access extending back to at least January 1, 2021; earlier data is preferred and should be noted in the proposal.
• No spend data will be provided by county.
• All spending data must be compliant with financial data privacy standards and drawn from credible, transparent sources (e.g., credit card networks, bank transaction panels, or certified aggregators).
- Events and points of interest’s data
• Measurement of attendance and visitor volume at major events and festivals, using geolocation or other verifiable sources.
• Insights into visitor origin, dwell time, movement before and after events, and visit frequency.
• Distinction between local attendees and non-local or overnight visitors.
• Evaluation of spending behavior and economic impact tied to specific events or event series.
• Ability to analyze overlapping impacts of events and weather-related disruptions or seasonal patterns.
• Integration with broader geolocation, lodging, and campaign data to assess promotional reach and return on investment.
• Custom tagging of events within the platform to allow for year-over-year performance tracking and comparisons across event types (e.g., cultural, sports, culinary).
• Time-of-day analysis and visitor flow mapping to inform traffic management, signage, and infrastructure needs.
• Dashboard filters that allow users to isolate or compare individual events, timeframes, or market segments.
• The county may wish to input specific event data which must be integrated into the dashboard for analysis of events.
- Website and social media attribution
• Integrate website performance data (e.g., from google analytics, google tag manager) into the dashboard to track key metrics such as page views, sessions, unique users, bounce rates, average time on site, and conversion goals (e.g., clicks to partner businesses, brochure downloads, newsletter sign-ups, etc.).
• Report on social media reach and engagement, including impressions, clicks, shares, comments, video views, and follower growth across major platforms (e.g., Facebook, Instagram, X, YouTube).
• Attribute conversions and visitor engagement to specific digital campaigns, creative assets, or traffic sources to assess return on ad spend (ROAS) and campaign performance.
• Deliver clear, visual reports and dashboard views that allow internal teams to monitor KPIs in near real-time and adjust media strategies accordingly.