Evaluating Abu Dhabi’s Approach to Measuring and Tracking Brand Standing
Abu Dhabi Department of Culture & Tourism
Destination: Abu Dhabi, United Arab Emirates
Engagement: 2019
A Middle Eastern destination management organization (DMO) positioned among a myriad of competitive destinations needed a deeper understanding of consumer motivators, barriers, misconceptions, and competitive standing as the first step toward attracting and converting potential visitors. The DMO engaged Twenty31 to conduct a comprehensive assessment of their existing brand health and devise an enhanced approach grounded in global best practice.
Stakeholder assessment and buy-in
Our team conducted dozens of in-depth interviews with internal and external stakeholders to understand how brand research was currently being used and to identify areas for improvement.
Innovation labs and strategy formulation
Workshops with key stakeholders tested and assessed options for improving existing brand tracking methodology, analysis, and reporting of insights.
Situational and statistical analysis
Although existing DMO brand tracking research was underway, there was little confidence in the data and limited use of its insights. Twenty31 conducted an in-depth quantitative analysis of the research then recommended ways to improve methodology, aligning it with industry-leading practices.
This engagement set the DMO on a path to develop a world-leading business intelligence system based on a market insights survey, a destination visitor survey, and digital listening – all fed into a data aggregator and dashboard. Our efforts enabled internal stakeholders in marketing, trade, and events to effectively use the data and insights for strategy development and KPI measurement.
-
![]()
Designing and Managing a Business Intelligence Program to Support Tourism Recovery
-
![]()
Developing a Model to Quantitatively Prioritise Markets of Opportunities and Optimal Investment Levels
-
![MGM]()
MGM Resorts - Defining MGM's Bold New Positioning
-
![]()
Launching North America’s First Destination Health & Safety Certification Program (Skift IDEA Award Winner)
-
![image for decoration]()
FLYR - Defining Immediate Commercial Opportunities
-
![image for decoration]()
IHG Hotels & Resorts - Internal Strategy Framing
-
![]()
Developing a World-Class Analytical Framework to Measure and Track Ras Al Khaimah’s Destination Brand Health
-
![]()
Transforming Tourism Opportunities Across Identified Tourism Development Zones in Alberta, Canada
-
![]()
Benchmarking and Tracking Dubai's Global Brand Standing and Competitive Market Positioning
-
![]()
Crafting the Global Narrative for One of the World’s Most Spiritual Sites
-
![]()
Developing a Sustainable Tourism Development Strategy for Rwanda
-
![]()
Future-Proofing South African Tourism in the Wake of Covid-19
-
![]()
Advising a DMO on How to Transition Into a High Impact Destination Management Organization
-
![]()
The PEW Charitable Trusts - PEW Bertarelli Ocean Legacy Project
-
![]()
Creating a Whole-of-Government 10-Year Tourism Strategy for Alberta
-
![]()
Building a Tourism Framework for Three of Saudi Arabia’s Most Ancient & Valued UNESCO Heritage Sites
-
![]()
Repositioning Bent’s Old Fort as a Top Historical Tourism Site
-
![]()
Guiding the Future of Tourism Development and Management in Oman’s Capital City
-
![]()
Co-Creating a Business-focused Tourism Development Toolkit for America’s National Parks
-
![]()
Building an Evidence-based Tourism Development Decision-making Culture in Sri Lanka
-
![]()
Assessing Peru’s Potential as a World-class Adventure Tourism Destination
-
![]()
Assessing the Feasibility to Create a Homeported Small-ship, Experiential Cruise Line in Guam and Micronesia
-
![]()
Evaluating Abu Dhabi’s Approach to Measuring and Tracking Brand Standing
-
![]()
Co-Creating Kingston’s Integrated Destination Strategy
-
![]()
Co-Creating the North’s First Community-led Tourism Strategy
-
![]()
Creating a Training Platform to Support Tourism SMEs Access Global Markets
-
![image for decoration]()
AIG - Market Intelligence During COVID-19
-
![]()
Development Canada’s Winter & Shoulder Season Tourism Potential
-
![]()
Putting Jordan Front and Centre in the Minds of High-Value Travel Consumers and Travel Trade Partners
-
![]()
Accelerating 'Right-fit' Tourism in Prince Edward Island
-
![]()
Developing Palau’s High-Value Sustainable Tourism Growth and Management Strategy
-
![]()
Co-Creating Halifax’s Tourism Development & Management Strategy
-
![]()
Developing an Investment Strategy to Create a National Destination Management Company
-
![]()
Identifying Opportunities to Accelerate Growth of Canada’s Culinary Tourism Assets
-
![]()
Co-creating Egypt’s New Global Brand Strategy & Go-to-market Plan
-
![]()
Adventure Gear Company - Market Sizing
-
![image for decoration]()
Destination Canada - Visual Identity Refresh
