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Insights
Inspiration from insight.

Whether it’s understanding how families plan vacations, shining light on the revitalization of the American East Coast tourism economy, or unraveling the mysteries around the Millennial generation and their destination desires, we continuously work to uncover trends and leverage data to make unique and innovative designs and decisions.

Destinology Issues

Julia Mize, Vice President Beer Category + Community for Anheuser Busch, holds the reins of a Clydesdale as part of a Destinology article.

Brand Destinations: The Power of Place

PGAV Destinations partnered with H2R Market Research and conducted a nationwide study of destination guests regarding their perceptions of attractions which celebrated and promoted a specific brand’s product or service. Read on to discover the thrilling, enlightening, and greatly encouraging findings about the future of brand destinations.

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Kids explore a touch table about music at Sony Wonder Technology Lab

Generation Z

A New Generation’s Views on Zoos and Aquariums

Individuals born after 1995 are poised to become the most entrepreneurial, demographically diverse, and educated generation on the planet. PGAV’s latest nationwide study polled “Gen Z’ers” to understand their perception of zoos and aquariums, what motivates their interest in visiting these destinations, and how these destinations can better meet their needs and desires.

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Escaping to Education

Taking the “Room” Out of “Classroom”

Field trips are one of the most magical experiences school children can have, but much has changed since our youth of being herded around echoing museum halls by our chaperones like a flock of lost ducklings. We’ve interviewed destination managers from across the country to explore and celebrate some of the greatest leaps in destination school programming.

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A stock photo of a boy reading a tablet in the back seat of a car

Digitizing Destinations 3.0

Destination Guest Technology Preferences

We teamed up with H2R Market Research to interview 500 destination guests and delve into their technological preferences, fears, skills, and knowledge. The study’s findings unravel the key mysteries of what’s going through your guests’ minds while they enjoy the lights, sounds, buzzes, and zips of your destination, and where you can make strategic improvements.

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STEM

America's Destinations Lead the Way

Science, Technology, Engineering, and Math fields in the U.S. are projected to grow almost twice as fast as employment in any other occupation between 2008 and 2018. However, America is falling behind many other countries in producing STEM talent. We piloted a deep analysis of the STEM job market and education systems, and how they relate to destinations.

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The New Destination Visitor

Travel Motivations in the Post-Recession Era

Having passed through the crucible of the worst economic downturn since the Great Depression, travel consumers are back on the road. But they are wiser, seek greater value, and are more sensitive to pain points than ever before. Our latest research compares recent findings to pre-recession studies to track key shifts in consumer behavior in the post-recession era.

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Destinology

Our quarterly publication, Destinology, shares consumer insights and trends in the travel and leisure industry. More than 7,000 industry professionals around the world read this award-winning publication.

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Our Publications

2017 Voice of the Visitor: Outlook on the Attractions Industry cover

Voice of the Visitor

2017 Annual Outlook on the Attractions Industry

 

Voice of the Visitor provides an industry-standard dashboard that quantifies aggregate attractions’ industry performance and provides an outlook on future visitation, specifically using insights gained directly from the point of view of the visitors themselves about why they choose to visit attractions – or not to visit. Americans are eager to hit the road, and we’re just as eager to share the results of this benchmark survey.

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Storytelling

It Can Change Your Mind

As we carefully study, and have the privilege of helping sculpt, the destination industry, we see guests and visitors becoming more and more captivated by storytelling. We interviewed neuroscientists, social scientists, and our own experienced storytellers to unravel the mysteries and skills woven throughout the best tales ever told.

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A group of people huddle around a map and study it with a laptop

The Art of the Family Vacation

What They Want, How They Plan, Why They Go

It’s that delicate balance of interests, more complex than a Congressional subcommittee. It’s the think-on-your-feet flexibility to adapt when things don’t play out the way that you planned. And just when you think you’ve got the kids figured out, they change on you. It’s the family vacation, the most creative act that most families will ever undertake together.

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