Hotel Online  Special Report

Rockford Area Convention & Visitors Bureau: 
Destination Segmentation
Cohorts Analyzes and Segments
Databases to Increase Tourism

DENVER (Sept. 11, 2007) — When Illinois-based Rockford Area Convention & Visitors Bureau (RACVB) chose to evolve from a product-focused marketer to a customer-focused marketer using household-based segmentation, database analysis and mapping, it selected Cohorts to lead the effort.

The bureau engaged Cohorts to identify and profile the types and characteristics of consumer households who inquired about Rockford, and those who visited the destination. Local tourism industry partners – such as golf courses, historic districts and arts venues – significantly contributed to the effort by also providing their databases for analysis and segmentation.

The databases enabled an understanding of which consumer segments were most over- and under-represented compared to the marketplaces served. This led to key findings, such as knowing that there is a great opportunity to reach out to families with children and single moms.

Using Cohorts Atlas, a mapping tool, the illustrated geographic concentrations of segments allows RACVB to better target regional advertising and direct mail programs.

“Cohorts provides us with a data-based rationale to use when approaching a particular marketing campaign, making it easier to develop creative elements and place media,” said David Preece, president and CEO of the RACVB. “Our local marketing partners also know more about their customers, which provides the benefit of everyone speaking the same language.”

This highly targeted approach quickly improved both inquiries and visitor counts. A leading hotel that partnered with RACVB in a winter promotion experienced record-breaking package sales as a result.

To receive a copy of the complete RACVB case study, visit or contact Erica Gunn at (303) 893-8600 or

About Cohorts® and Hispanic Cohorts®

Cohorts and Hispanic Cohorts help marketers get the right message to the right household, significantly improving the effectiveness and ROI of data-based marketing initiatives and strategies. These integrated household-based segmentation and marketing tools enable marketers to understand the distinct types of customers they serve, precisely identify multi-channel marketing opportunities, create customized communications and marketing programs, and craft actionable market research. Cohorts and Hispanic Cohorts analyze and describe consumers in terms of their demographics, lifestyles, attitudes and behaviors, as well as their interactions with marketers – such as what consumers buy, how much they spend and their preferred channels of purchase.

About the Company

Experienced in database marketing applications, market research and database development, Cohorts works with leading companies in a variety of industries, including automotive, financial services, healthcare, hospitality, insurance, retail and telecommunications. Cohorts’ clients include Ambien, Cablevision, Choice Hotels International, Harrah’s Entertainment, Memorial Hermann Hospital, Target and Time Warner. Cohorts’ key strategic partners are Equifax, Experian, MRI, ICOM Information & Communications, Scarborough Research and Simmons Market Research Bureau. Cohorts is a division of IXI™ Corporation.

For more information, visit or contact Erica Gunn at Cohorts, 1624 Market St., Suite 311, Denver, CO 80202; (303) 893-8600; fax (303) 893-8611; or

Erica Gunn
1624 Market St., Suite 311
Denver, CO 80202
(303) 893-8600
fax (303) 893-8611
Also See: Cohorts and Harrah’s Are Founding Members of New DMA Hospitality Council; Cohorts’ Fitzpatrick and Harrah’s Norton to Serve as Co-Chairs / November 2004
Choice Hotels Commits to Cohorts® for Database Enhancement and Analysis: Testing Proves Household-Based Segmentation Delivers ROI / June 2004

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