Destination and Experience

Data Story insights and guides on destination and experience.

SEO & GEO

How destinations can improve performance using category search SEO

28 September 2026

Category search happens when a traveller knows the kind of trip they want but has not chosen where to take it. We show which pages reach these undecided searchers and how to build them.

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Destination and Experience

Your destination does not have an awareness problem

23 September 2026

How to tell whether awareness is your problem, and what to fix before you fund another campaign.

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Paid Media

Why pay commission on guests you already won?

13 August 2026

Your brand, your reputation and your marketing earn the guest. Then the booking goes to an OTA, and the commission and the guest relationship go with it. How to use Google Hotel Ads to hold on to the booking, the relationship and the data.

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CRM

How we do CRM for destinations, experiences and tourism businesses

22 July 2026

For a tourism business, the difference between a CRM that holds contacts and one that drives revenue sits in a few specific places: attribution, audiences, automation and repeat bookings. How we refine each.

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SEO & GEO

We have built a custom solution to the biggest challenge in destination marketing right now - AI Search Visibility

22 July 2026

See what AI tools say about your destination or experience today, then improve it. Our custom solution makes your visibility in AI search measurable across the customer journey, then gives you a plan to improve it.

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SEO & GEO

Your destination is being recommended in AI. Can you see it?

21 July 2026

The trip now gets planned inside a chat, and most destinations have no way to see how they show up there. A GEO playbook for tourism boards, regions and luxury destinations: what to measure, and where to start this week.

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Destination and Experience

The tourism journey is too long to measure by gut

16 July 2026

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Destination and Experience

Data For Strategy in Tourism Marketing

26 March 2025

Effectiveness is doing the right things; efficiency is doing things right. This is about data for strategy — the eight metrics that tell you where to focus to grow a tourism business.

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Destination and Experience

Strategy and Execution for Tourism Marketing Leaders

26 March 2025

A retainer-based, data-driven approach for tourism marketing teams: comprehensive analysis, clear annual goals, tactical execution, and monthly reviews that compound into real ROI.

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Destination and Experience

Tourism Digital Marketing in 2025: What's Working and What's Not

1 March 2025

The tourism marketing landscape has shifted dramatically. AI-driven search, changing booking windows, and the collapse of third-party data are reshaping how visitors find and book experiences. Here's what the data from our tourism clients tells us.

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Tourism & Hospitality clients

What our tourism & hospitality clients say

“Arthur raised a great question around our budget allocation to branded search. As a result, we set up a test redirecting spend to generic and tracked performanc…”

Chief Marketing Officer, Wētā Workshop Tours

“The team at Data Story have transformed how we approach our digital marketing. Their data-driven approach and clear reporting means we always know exactly where…”

Marketing Director, Ultimate Hikes

“Working with Data Story has been a game changer for our SEO strategy. They helped us identify key opportunities and delivered measurable improvements in organic…”

Digital Marketing Manager, Destination Queenstown

“The paid media strategy that Data Story developed for us has consistently delivered strong ROAS. Their transparent reporting and proactive optimisation means we…”

Director, Aspiring Guides

“Data Story helped us completely overhaul our HubSpot setup. The result is a CRM that actually works for our team, with automation that saves us hours every week…”

Head of Marketing, MountainWatch

“The HubSpot CRM setup that Data Story delivered has completely transformed how we manage our client relationships. The team took time to truly understand our bu…”

Operations Manager, ARRIVAL Travel

“Data Story have been an invaluable partner in helping us understand and leverage our data to drive better marketing decisions. Their team is knowledgeable, resp…”

Marketing Manager, International Antarctica Centre

“Data Story helped us understand how to use trend-driven content to reach visitors at the right time. The results speak for themselves — our organic reach has ne…”

Tourism Manager, Horowhenua NZ

Tourism & Hospitality results