Intelligence to Attract International Visitors, Measure Travel Impact and Return On Investment

The Challenge for Tourism Brands & Governments!

How to Achieve and Measure International Market Access Success, Year-Over-Year, in a Sustainable Way?

We live in a digital world where we now have “too much” information. Travel influence has become cluttered and often complex.

How can we simplify data and integrate domestic and international stakeholders to develop joint marketing efforts that deliver the best return on investment and in the most beneficial way for host communities?

The Answer: Herrmann Global Insights

A performance-oriented solution for tourism brands and government organizations to take data-driven action for international market access.

We align online listening, organic search patterns, social media, visitation impact, and visitor spending, along with strategy support, to transform the way you attract international travelers.



What Do Our Partners Say?

“Much more than just insights: their strategies and actions support our current efforts internationally, which include direct-to-consumer and trade integration.”

Global Markets Director
Utah Office of Tourism

How Do We Do It?

We Combine the Right Tools To:

1. Research

how your destination is perceived in your target markets and how they learn about you, based on managed and unmanaged conversations.

2. Integrate

government, tourism trade, and the community by conceiving global marketing strategies in line with your local development goals.

3. Amplify

your message through multi-channel global marketing campaigns, integrating media, tour operators and bookable packages into a purchase funnel.

4. Measure

results and ongoing progress on economic impact, travel sentiment, and booking behavior by global markets, as influenced by your marketing efforts.

What Insights Do You Get?

Through Every Step of the Travel Funnel

What Type of Questions Can We Answer?

  1. What is the best international inbound market for you in terms of responsible travel?
  2. Why would visitors choose your destination over others?
  3. How do your visitors plan and book trips to your destination?
  4. What marketing budget should you allocate to be competitive internationally?
  5. Who arrives at your destination and what is your ROI?
  6. How do you implement all this and measure the results with an integrated approach?

Case Study

State of Arizona



We track live travel sentiment and conversations about Arizona from Germany, Canada, UK, Mexico and other markets.


We developed marketing campaigns in Google, Facebook and Instagram, integrating tour operators and bookable packages into the purchase funnel.


We report travel impact that was influenced and non-influenced by Arizona’s global marketing efforts.


Arizona is on track to surpass its pre-pandemic visitation of 2019 by implementing these data-driven strategies, while drawing visitors from Germany, Canada, UK and Mexico into lesser crowded destinations.

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