Where Would You Rather Be? A Closer Look at Travel

Geospatial intelligence is critical in the conversion of big data to Smart Data, for insight, context and analysis. As shown in MediaPost, we recently looked at travel preferences for people leaving the lower 48 states by examining over a million records from travel websites, and came across some fascinating spatial patterns. Take a look at the map below showing the most searched destination by county.

eXelate travel mapUS

Interesting patterns emerge instantly. The Caribbean and Hawaii are locked in a death struggle for tropical vacationers, with proximity deciding the victor. Mexico stands out as a hugely popular destination nationwide. Europe is a more frequent destination for those on the East Coast but is also popular nationwide in large urban areas. LA, San Francisco and Seattle all demonstrate that demography can override distance.

If you missed Asia, look closer at large urban centers, such as Houston and San Francisco.

exelate map nyc zip

This cursory look quickly demonstrates how important geospatial intelligence is to understanding your data. By providing context and clarifying motivations, a more nuanced media campaign can be crafted to reach the target audience.