Why High-Spend First-Timers Could Be a Destination’s Most Expensive Mistake

The visitor spending the least on any given trip might be your destination’s most valuable asset. A new study from Skift Research makes the case that most destinations have been chasing the wrong metric — number of visitors and how much they spend — while overlooking the compounding value of the traveler who keeps coming back.

For decades, destination marketing organizations have courted the first-time visitor willing to splurge on landmark hotel