Each year tourism departments in governments, companies and associations spend millions of tax payer dollars on market research and insights relating to the travel and tourism industry. The challenge is for hotel, tour operator or destination marketing organisations to get their hands on transformative insights - insights that can increase revenue and visitor numbers. The marketers need to understand the report's implications, and then create an effective campaign that is based on real market conditions. Most importantly, they need to incorporate the voice of the customer. Find out more.