Quarterly research cycles focus directly on priorities set by our member network. Each release equips your DMO team with functional evaluation tools, strategic roadmaps and implementation templates that strengthen destination performance.
Our annual agenda reflects actual challenges submitted by our DMO partners. Each project delivers targeted insights where local bodies require immediate strategic clarity and operational support.
Answered in the Q2 2026 cycle. Discovery is moving upstream of the booking decision. Travellers still verify what an assistant tells them, so this is a transitional phase and the visibility you build now shapes what the channel returns as it settles.
Answered in the Q2 2026 cycle, with the conversion evidence and the readiness score behind it, so value per visit is the argument you take to leadership.
Answering now in the Q3 2026 cycle, publishing September. The findings land while 2027 marketing plans are still being written, so they can shape what you commit to for the year.
Opening in the Q4 2026 cycle. Bookable supply is what turns interest in your destination into revenue for the businesses in it. AI booking agents are being added to assistants as a transaction layer, which puts this directly on top of the discovery work from Q2.
The Knowledge Programme delivers actionable quarterly analysis for DMO teams. Our Knowledge Team leads the research and data collection then validates the result through member reviews before publication to ensure immediate application.
Arrives after the decision and stops at the findings.
Arrives as a working dashboard your team acts on the same week.
Few DMOs carry a research team of their own. This is a shared one.
Marketing teams get the most from it and it is used across digital, strategy and product teams in the same organisation.
Read what applies to you, score your destination, and leave with a plan your team can start this week.
of trip planning, the only planning channel currently gaining share.
of AI citations come from third-party sites, not your own.
higher conversion than organic search.
Audit AI crawler access and allow the major AI crawlers, serve critical content in visible server-rendered HTML and earn citations through substance and structure.
Run a regular content-audit process covering net information gain and accuracy, add machine-readable practical information to listings, lead with story over keywords and make the deliberate calls on paid-media partners and the diversification of your content ecosystem.
Adopt share of model, baseline it by reverse prompt engineering, track citations, mentions and sentiment rather than rankings and accept that model updates move results outside your control.
Five strategic approaches follow from these, each set out with what it involves and the evidence behind it.
Tools stay available after a cycle closes, so your team builds a working library through the year.
Our Knowledge Programme launched with a dedicated alignment period during the first quarter. Working directly alongside DMOs we have developed three focused research cycles which will be published across the rest of the year.
Position experiences clearly within automated search responses and track the resulting visitor conversion. Practical diagnostic tools allow destination teams to evaluate channel performance and focus expenditure on high-returning platforms.
Refine visitor segmentation to measure how distinct market profiles respond to sustainability communications. Publishing in September, this cycle delivers actionable intelligence to align campaign investment directly with your 2027 strategic planning cycle.
Expanding local experience supply relies on clear business support and realistic development models for independent operators. This cycle assesses SME perspectives on trade distribution alongside practical opportunities for AI tools to accelerate product growth.
DMOs joining part-way through the year have access to previous cycles and can take part in the cycles still open.
Talk to our teamThe Knowledge Programme forms a core component of Evolve, Impact and Advisory membership tiers. Organisational access guarantees your entire internal team benefits from ongoing strategic research.
DMOs onboarding mid-year gain full access to active research cycles alongside complete immediate delivery of all year-to-date published resources.
Research, frameworks and field notes on destination transformation. No noise.
Industry research, open frameworks and field-tested practice on how destinations lead through AI, sustainability and brand. Since 2012.