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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

A busy Times Square

Destinology’s Welcome!

Profile of International Visitors to America

In this condensed, six-article version of our full report (found to the right), PGAV reveals how travelers from five key countries plan their trips to America, where they want to visit and what motivates them to do so, and why many have considered a visit to the States – but are holding off until later.

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Family at Busch Gardens Tampa Cheetah Hunt for Voice of the Visitor

Destinology’s Voice of the Visitor

2019 Outlook on the Attractions Industry

This six-article, condensed version is a high-level summary of the key findings from our full, annual Voice of the Visitor report, which can be found to the right in digital format or ordered for free in hard-copy from this page.

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Destinology: Traveling Teenagers: The Heart of Generation Z

Traveling Teenagers

The Heart of Generation Z

You may be seeing clusters of teenagers taking selfies for Instagram and whispering drama-infused hearsay around your attraction; but what you should be seeing are your future members, volunteers, donors, board members, and vice presidents. In this issue of Destinology, we explore these developments to better equip you for the face of your destination’s future.

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Cover of February 2018 Destinology, Fight for Attendance, people at Diwali or a Color Run

The Fight for Attendance

The Attraction of the Non-Attraction

When analyzing competition, we most often consider the other brick-and-mortar attractions in our direct market: the other museums, zoos, theme parks, aquariums, theaters, FECs, etc. However, there is a large, diverse, and tempting selection of other entertainment outlets that don’t fall in line with our traditional peers: festivals, sports, tabletop games, watching TV, and exercise. In this issue of Destinology, we explore the other competitors, reveal their popularity and trends, and work to understand their success.

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Cover image of full, Destinology book "Generationally Speaking: How Cultural Shifts Impact Your Destination"

Generationally Speaking

How Cultural Shifts Impact Your Destination

PGAV Destinations recently partnered with H2R Market Research to explore how America’s “Generational Cohorts” have changed in recent years, and how they’re perceiving – and exploring – destinations across the nation. Click to explore today’s generations’ new travel attitudes, preferences, motivators, and behaviors.

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The Cincinnati Zoo's baby hippo Fiona greets an interpreter

Communicating Conservation

Strengthening the Public's Trust

This year, PGAV Destinations surveyed 1,006 people across the country to understand their perception of conservation and zoos’ and aquariums’ roles in it. We were curious to uncover Americans’ understanding of conservation, their perceptions of what zoos and aquariums do in conservation; and most importantly, understand people’s opinions of zoos and aquariums based on the conservation they perceive these institutions to be doing. In this issue of Destinology, we reveal some of the disconnects between the fantastic work zoos and aquariums conduct and what the public understands and cares about those efforts; and how these institutions can grow to maximize conservation and animal care transparency. 

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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.

Subscribe to Destinology.

Our Publications

A shopper peruses purses

Welcome!

2019 Profile of International Visitors to America

In the first ever report of its kind, our study revealed how travelers from Canada, Mexico, China, the United Kingdom, and Japan plan their trips to America, where they want to visit and what motivates them to do so, and why many have considered a visit to the States – but are holding off until later.

Continue reading.
Voice of the Visitor 2019

Voice of the Visitor

2019 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. The face of America is on track for a dramatic shift, and our report is here to help your attraction be ready for it.

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A stock photo of a little girl reading a big book

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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Upcoming Speaker Engagements

Site Master Plan Development: Tennessee Valley Railroad Museum Case Study

PGAV Destinations recently developed a Site Master Plan for the Tennessee Valley Railroad Museum located in Chattanooga, Tennessee. Vice Presidents Diane Lochner and Tom Owen will walk attendees through the development of the Site Master Plan. This process included market surveys, interviews, site visits, and historical research to develop a visitor experience that not only would be attractive to the public, but also aligned with the Tennessee Valley Railroad Museum’s Mission Statement: “To collect for preservation, operation, interpretation, and display, railroad artifacts in an authentic setting to educate the public concerning the role of railroads in the history and development of our region.”

April 26 @ 2:30 pm
Sacramento, CA