“The goal is to turn data into information, and information into insight.” – Carly Fiorina, former executive, president, and chair of Hewlett-Packard Co.



Since research and analysis empower us to make the best possible decisions and recommendations for our clients, we prioritize data and reporting. We also hone and adjust our methodology regularly as we find new and innovative ways to draw insights from information.

We use data sources such as social media metrics, online listening tools, search patterns, visitation data, and more, to glean insights and measure the impacts of efforts on visitation. By analyzing the work we do, the work our clients do, and work their vendors do, we can help determine the power of traveler sentiment around the world, PR efforts, and marketing campaigns to find the most effective use of time and energy and the optimal ROI.

Perhaps most importantly, we are eager to share our findings. We want our clients to include their teams, other departments, and partner organizations in the reports we create so entire communities can take a holistic approach to their destination’s global visibility.

What data do we use?

Digital listening data compiled from myriad sources in markets across North America, South America, Europe, Oceania, and Asia. This allows us to understand the conversations travelers are having about travel, about specific destinations, the sentiment about locations, the most influential conversations or conversation starters, and the most effective messaging and platforms.

  1. Social media metrics from ongoing, long-term, short-term, and testing campaigns in global markets. This enables us to identify opportunities and strengths with imagery, messaging, and platforms to raise awareness and intention to visit your destination.
  2. Keyword research, which informs you on what content will best serve you on your own website or on which search terms need additional ad support to help travelers discover your online presence, and subsequently visit you in person.
  3. Visitor spending and visitor tracking data. This information is the final variable that helps us draw a clear line between marketing and/or PR efforts and visitation. This is ultimately the ROI calculation.

What do we do with the raw data?

The challenge with data is its magnitude. We employ our institutional knowledge and expertise, AI, tailored algorithms, and historical patterns to identify trends in sentiment and extract highlights in performance or engagement. We hone the raw data into insights on managed and unmanaged initiatives.

What questions can Herrmann Global Insights answer?

  • How can marketing or PR influence visitation, and does that vary from market to market?
  • What is the impact of campaigns you’re running (or that we’re running on your behalf!) What is the ROI on that expenditure?
  • What are the implications of organic conversations people have outside your immediate view?
  • How do markets differ in their response to different assets or stories?
  • When are various markets most receptive to invitations to visit, particularly in these tumultuous post-pandemic travel times?

Official data partners