Insight
Destinations and businesses have historically prioritized attracting first-time visitors who spend more per trip, a metric often emphasized by destination marketing organizations.
Why High-Spend First-Timers Could Be a Destination’s Most Expensive Mistake
Summary
New Skift Research argues destinations should value loyal repeat visitors over high-spending first-timers. While first-timers spend more per trip, compounding loyalty offers greater long-term value, challenging traditional metrics focused on visitor numbers and immediate spend.
Key takeaway