087 | Measuring What Matters, The Data Story with Dave Hockly
About this episode
In this episode, Despina Karatzias chats with Dave Hockly about measuring what matters in tourism marketing and the evolution of strategies in the age of AI.
In this episode, Despina Karatzias chats with Dave Hockly of Data Story about how tourism destinations and operators can measure what actually matters across the customer journey. Dave shares his "if it's not measured, it's not managed" philosophy and walks through how RTOs (Regional Tourism Organisations) can map the journey from discovery through to advocacy, why the marketing playbook must fundamentally evolve in an era of zero-click search and AI overviews, and how to right-size strategy around storytelling, planning content and first-party data. The conversation explores the power of reviews and demand capture, the "win, win, win" approach to regenerative tourism, and the human heart of it all, experience design, surprise-and-delight moments, and the idea that the visitor, not the destination, is always the hero. In this episode: Dave's background, from a failed Queenstown start-up to falling in love with marketing measurement and behavioural psychology Why mapping the customer journey brings clarity and aligns everyone on what success looks like How AI overviews and zero-click search are reshaping the RTO marketing playbook, and why your website still matters as the source…
More episodes of Tourism Hub Podcast with Despina Karatzias
- 088 | Driving Regional Tourism Through Technology, Data, and Innovation
- 086 |Building a Business Under the Stars with Kelly Kuhn
- 085 | The Future of Accessible Tourism with Vacayit
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