PGAV Destinations consistently conducts primary research and publishes our findings, working to build a greater understanding of destination visitors, the economy, the environment, and more so that we, along with our clients, can better operate destinations strategically and intelligently.
Whether its understanding how families plan vacations, shining light on the revitalization of the American east coast tourism economy, or unraveling the mysteries around the Millennial generation and their destination desires, we continuously work to uncover the trends and leverage that data to make unique, innovative, insightful decisions in our designs and master planning recommendations.
Interested readers may sign up for our quarterly publication, Destinology, to share in our research insights and empower their destinations with new understandings.
Born since 1995, Generation Z is estimated to be America's largest and most diverse generation in history. They're poised to become the most entrepreneurial, demographically diverse, and educated generation on the planet. They're aspirational, conservative, and incredibly social and digitally connected. They are the future donors, staff, leaders, and guests of our zoos and aquariums, and they will drive these destinations' destinies. PGAV's latest nationwide study polled Gen. Zers to understand their perception of zoos and aquariums, what motivates their interest in visiting these destinations, and how these destinations can do better. Full publication.
Field trips are one of the most magical experiences school children can have. They get to leave school, escape the confines of their familiar and comfortable classrooms, and travel to a destination that brings to life the year’s textbooks and workbooks. But much has changed since our youth of being herded around echoing museum halls by our chaperones like a flock of lost ducklings. Although most programs have only been developed within the last few decades, destinations of all shapes and sizes across the country are innovating their school programs in exciting and new ways every day. We've interviewed these destination managers from across the country to explore and celebrate some of the greatest leaps in destination school programming. Full publication.
This year, PGAV Destinations teamed up with H2R Market Research to study the impact that technology is having on America’s destinations, and the preferences and opinions of today’s destination visitors. We interviewed 500 destination guests from across the country that own or use internet ready mobile devices, and delved into their technological preferences, fears, skills, and knowledge. The study’s findings unravel the key mysteries of what’s going through your guests’ minds while they enjoy the lights, sounds, buzzes, and zips of your destination, and where you can make some strategic improvements to upgrade to Destination 3.0. Full publication.
Storytelling’s been at the root of our designs since our firm’s inception; and over the decades, it’s only gotten more prominent. As we carefully study, and have the privilege of helping sculpt, the destination industry, we see guests and visitors becoming more and more captivated by storytelling, and destinations telling better stories to deliver their missions. Storytelling: It Can Change Your Mind is the result of nearly a year of interviewing neuroscientists, social scientists, and our own experienced storytellers to unravel the mysteries and skills woven throughout the best tales ever told. Full publication.
It's projected that employment in Science, Technology, Engineering, and Math fields in the US will grow almost twice as fast as employment in any other occupation between 2008 and 2018; yet, America is falling behind many other countries in producing STEM talent. PGAV Destinations piloted a deep analysis of the STEM job market, STEM education systems, and how they may relate to destinations from science centers to theme parks to zoos. Full Destinology Issue.
Having passed through the crucible of the worst economic downturn since the Great Depression, travel consumers are back on the road. But they are wiser, seek greater value, and are more sensitive to pain points than ever before. PGAV Destinations’ latest research compares recent findings to pre-recession studies to track key shifts in consumer behavior in the post-recession era. Full Destinology Issue.
PGAV Destinations hired Jerry Henry & Associates to conduct a national study of splurging with travelers and attractions visitors. Based on our experience, destination operators often overlook this trend, says Mike Konzen, VP of PGAV Destinations. We see a sharp increase in the number of destinations that are creating splurge opportunities as a means of business growth. The purpose of this study was to measure the incidence of splurge behavior among travelers and attractions visitors and to evaluate who is most likely to engage in this trend. PGAV sought to fully understand the reasons why travel consumers make the decision to splurge. Full Destinology Issue.
Its that delicate balance of interests, more complex than a Congressional subcommittee. Its that persistence to find the right blend of activities that satisfies everyone. Its the think-on-your-feet flexibility to adapt when things dont play out the way that you planned. Its the after-the-fact hindsight that helps you do it better next time. And just when you think youve got the kids figured out, they change on you. Its the family vacation, the most creative act that most families will ever undertake together. Planning, executing, and enjoying a family vacation is truly a rich and complex art form. Even for experienced destinologists like us, this particular art form defies easy understanding. Full Destinology Issue.
Every generation experiences the world in a different way, developing attributes that uniquely reflect who they are. The group aged 18 to 29, grew into adulthood at the beginning of a new millennium. Impacted by significant global trends including the explosion of technology, this group has three distinguishing features: Millennials are the most diverse generation ever born in the United States; they are becoming the most educated generation in American history; and they are easily the most connected generation of all time. Full Destinology Issue.
(Pew Research Center, Millennials A Portrait of Generation Next, February 2010)
Sometimes it seems like zoo-goers are a whole different breed. They are generally more educated, more ethnically diverse, and earn higher incomes than other attractions guests, but understanding how zoo guests operate can teach us about guests at all types of attractions. Zoos are one of the most popular attractions in America, with almost half of all attractions visitors in the country having visited a zoo in the past 2 years. According to the AZA, over 150 million people visit accredited zoos and aquariums annually. Thats more than all professional sports combined! So, what gets Americans excited to go to the zoo in the first place? Full Destinology Issue.
The current PGAV study explores authenticity, a challenging concept and rather hard nut to crack. We all think we know what the word means, but the truth is, it means different things to different people. Authenticity is context-dependent, and can be perceived differently by visitors to different places or settings. In the recent national survey of attractions visitors performed by Jerry Henry and Associates, one thing is crystal clear: the trend toward authenticity is indisputable and pervasive. Full Destinology Issue.
A new study by PGAV Destinations in collaboration with the world-renowned Missouri Botanical Garden has a message for the attractions industry: Beware Green Matters! Respondents to a national survey conducted by Jerry Henry & Associates report they want to see proof of being green. The survey found skepticism toward places that try to appear green without demonstrating bonafide sustainable practices. A closer look at demographics shows that young people are the driving force for environmental priorities so industry planners have much to gain long-term by paying attention to their voices. Full Destinology Issue.
As long-time stewards of the environment, Biltmores management team was intrigued by the recent PGAV national survey entitled Survival of the Greenest. That survey offered keen insights into how the general population of consumers thinks about sustainability. Because Biltmore frequently utilizes an Online Best of Biltmore Research Panel consisting of 5000 customers, they have a ready vehicle for communicating directly with their guests. Full Destinology Issue.
The Tourist Development Council of St. Johns County has retained PGAV Destinations to develop a Destination Master Plan. PGAV has executed this project with the assistance of Mafellan Strategy Group, led by Chris Cavanaugh. The purpose of this plan is to provide an actionable plan that guides the development of the tourism industry in St. Johns County for the next several years. The plan address key issues, such as the role of the upcoming 400th and 450th Anniversaries, the potential of the Countys emerging arts and culture activities to serve as a catalyst for tourism, and the potential increase of the Countys exceptional golf assets as drivers of tourism. The plan also sought to identify other underutilized attributes such as the Countys African-American and Hispanic tourism assets. Full Destinology Issue.