St. Louis, MO, USA – St. Louis-based destination design firm PGAV Destinations has published its latest study, Brand Destinations: The Power of Place. The nationwide survey explores one of the fastest-growing segments of the tourism market and how these destinations impact long-term customer engagement.
“As companies around the world expand and explore new ways to engage their target markets beyond their core products and services, dedicated experiences celebrating those companies are becoming more and more common,” said Mike Konzen, principal and chair of PGAV Destinations. “For those who already have their favorite brands, these destinations serve as bucket-list destinations for full-brand immersion; while at the same time, we’re seeing these destinations as tipping points for consumers on the fence regarding their go-to brands.”
The report begins with an interview with Julia Mize, vice president of beer category + community for Anheuser-Busch, which manages over 200 brand destinations around the world. When asked how brand destinations have impacted Anheuser Busch, Mize responded, “We’re able to pair these guest insights [which we collect at our destinations] along with our lessons from a wide range of brands and continue to perfect new experiences and evolve our cornerstones to create the best places to celebrate friends and beer.”
The report then delves into defining a “brand destination” and breaks it down into four, distinct categories: Brand Experiential Attractions, Brand Experiential Retailers, Embedded Experiences, and Temporary Exhibits. Each of these destinations showcases widely different traits, and demonstrate different levels of guest satisfaction, intent on repeat visitation, and brand conversion rates.
The study proceeds to explore demographic trends regarding guest motivation to visit brand destinations in the first place. Surprisingly, 64% of the study respondents said that they visited a region specifically to attend a particular brand destination, rather than the destination being an after-thought or buried amongst a larger itinerary.
Lastly, the study polled destination-visitors on the most enjoyable and least enjoyable aspects of their recent visit to a brand destination. These insights can prove of significant importance to those companies which already have a dedicated destination and are looking to improve their guest satisfaction and bottom line, while at the same time providing a useful “starter kit” for those companies looking to provide new avenues of entry into their brand portfolios.
Brand Destinations is just the latest study in an ongoing series of published research by PGAV Destinations. By visiting the company’s award-winning website, you can find additional studies regarding Generation Z, Technology at Destinations, Storytelling, STEM Education, The New Destination Visitor, The Art of the Family Vacation, Millennials, and many more. Visit the company’s Insights page to subscribe to their quarterly newsletter, Destinology, to automatically receive the latest research insights.
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