Jan 26, 2026
This week’s Wednesday Webinar featured Sally Donovan and Jamie Mageau of Rove, who demonstrated how destinations can turn data into a powerful driver of growth, using the Catskills as a real-world case study.
Why Data Matters for Destination Growth
Sally opened by emphasizing that while destinations have no shortage of dashboards and data sources, the true value comes from integrating them into a single, strategic platform. Through NYSTIA’s long-running partnership with Rove, New York State has developed a mature cooperative data program that allows destinations of all sizes—even those with smaller budgets—to access meaningful insights. The Catskills case study illustrated how centralized, real-time data can support smarter, faster decision-making.
Understanding the Visitor Journey
Jamie highlighted the power of mobile location data to reveal how visitors behave once they arrive. In the Catskills, roughly two-thirds of visitors come from within New York State, while a growing out-of-state segment tends to stay longer and spend more. By analyzing day versus overnight trips, first-time versus repeat visitors, and origin markets, destinations can better tailor experiences and marketing strategies to different visitor segments.
From Volume to Value: Spending and Origin Markets
Using Visa spend data, Jamie showed how destinations can distinguish between where visitors come from and which markets deliver the highest economic value. While regional visitors make up a large share of total visitation, markets like Boston, Philadelphia, and Washington, D.C. emerged as high-spending opportunities for the Catskills—highlighting how data can uncover new, strategic targets for marketing investment.
Short-Term Rentals and the Changing Accommodations Landscape
The Catskills’ accommodations market is now heavily driven by short-term rentals, which saw a 60% increase in room-night supply from 2019 to 2025. Rove’s integration of AirDNA data allows destinations to track not only supply and revenue trends, but also tax implications and resident impacts. Speakers stressed that this information is critical for destination management—not just promotion—as communities balance economic opportunity with housing and neighborhood vitality.
Listening to Visitors: Ratings, Reviews, and Sentiment
One of the most compelling tools presented was Rove’s visitor experience dataset, which aggregates ratings and written reviews from more than 30 travel platforms. This allows destinations to measure sentiment across accommodations, attractions, and food and beverage, while also identifying strengths, weaknesses, and emerging issues. In the Catskills, attractions—especially outdoor and nature-based experiences—stood out as a key differentiator, while accommodations presented opportunities for improvement in perceived value and service.
Blending Insights for Smarter Strategy
A recurring theme throughout the webinar was the importance of combining multiple data sources. By layering spend data with sentiment, or room rates with perceived value, destinations can uncover tipping points and opportunities that would remain invisible in isolation. This approach empowers destinations to validate marketing investments, guide product development, and work more effectively with stakeholders.
Looking Ahead
Sally and Jamie closed by encouraging destinations to move beyond single data points and embrace integrated, insight-driven decision-making. For the Catskills—and destinations across New York—this means not only attracting visitors, but shaping a more sustainable, high-quality visitor economy grounded in evidence and experience.
Thank you again to Jamie and Sally for presenting, as well as everyone who attended! You can view the recording above, and access the slide deck here.
About the NYSTIA Wednesday Webinar Series:
Back by popular demand, NYSTIA is once again hosting a free, weekly virtual workshop series in an informal, "coffee and conversation format. All are welcome to join and send invitations to your friends and colleagues! Each webinar is recorded and archived for post-event access.
Next Week: An Exclusive Look at the Digital Maturity of Tourism Business in New York State with Laughlin Rigby, Director of AI & Digital Transformation, and Karl Llewellyn, International Commercial Director, from Wheresight. Learn More & Register