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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

Two guests hold memberships from the Destinology The Value of Membership: Insights into Members and Season Pass Holders

The Value of Membership

Destination members and season pass holders are an incredibly valuable resource. To learn more about these essential attraction supporters, we partnered with H2R Market Research to study destination guests, whether members or not, to learn about their interests, behavior, motivation, and what they value in a destination season pass. The insights revealed throughout this issue of Destinology can provide invaluable strategic input for you to attract more members and to make your current members even more passionate about you.

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Inspiration from Nature

Learning from international studies, as well as attraction guest testimonials and destination designer reflections, Inspiration from Nature explores how the unbuilt, wild, natural world inspires and influences design. The book delves into the human psyche and the sociological impact nature has on us; and therefore, how destinations designed with inspiration from nature influence guests.

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Four kids smiling as the cover of the Pre-Schoolers Destinology

Preschoolers: Your Youngest Guests

What children experience and learn before age five will impact the rest of their lives, from career choice to social interaction, from creativity to healthy lifestyles. In this issue of Destinology, we’re highlighting our conversations and work with leading destinations to better understand this age group and how to create the best possible environments to encourage growth in great ways.

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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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A stock image of the front of a school bus

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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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

2018 Voice of the Visitor: Outlook on the Attractions Industry cover

Voice of the Visitor

2018 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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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

Curating a Creative Culture

As head of the leading attraction design firm PGAV Destinations, Konzen will present innovations and ideas that can
help to energize, grow, and encourage healthy, creative company environments. “Company culture is essential to your
overall success,” says Konzen. “It is without a doubt one of, if not the most, important and inimitable assets of your
organization. It’s time to challenge staff to consider the kinds of experiences that will induce learning and enrich their
environment.” Konzen will reveal the results of international studies and anecdotal experiences about how employees
of this destination design firm have shaped its culture, and how company leadership helps to nurture that growth.
Topics will include professional development programs, storytelling, hiring practices, local volunteer initiatives, and
other community development projects.

April 24 @ 9:00 am
Myrtle Beach, SC

Voice of the Visitor

PGAV Destinations, in conjunction with H2R Market Research and Blooloop, have embarked on an annual survey of
people who have visited an attraction in the current year or plan to visit in the upcoming year, analyzing visitors’
viewpoints of attractions, reactions, expectations, and trends. This can be used to provide 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. This presentation will showcase the highlights from most recent published book, Voice
of the Visitor: 2018 Outlook on the Attractions Industry.

April 24 @ 1:30 pm
Myrtle Beach, SC

Curating a Creative Culture

For museums to evolve in response to changes in audiences, technology, economics, and societal influences, they must cultivate a culture of innovation. New exhibits and programs can only be as innovative as the culture that brings them to life for visitors every day. Master planning and design provides a critical opportunity to define and curate a museum’s culture.

Presented by PGAV Destinations Vice Presidents Diane Lochner and Tom Owen

May 7 @ 12:30 pm
Phoenix, AZ