Beyond the Room Night: Measuring and Communicating the True Impact of Group Travel

Speaker: Donald Lilley, Vice President of Technology & Business Intelligence, Visit Baltimore

Discover how destinations can move beyond traditional metrics like room nights and attendance to demonstrate the broader economic and community impact of group and student travel. Through real-world examples and practical strategies, this session will explore how visitation data and behavioral insights can reveal visitor engagement, support local businesses, and tell a more compelling story.