Madden Media’s Voyage Service Lines: A New Era of Destination Insights
December 16, 2024
In 2025, Madden is taking our data analytics support to the next level with its expanded Voyage suite of services. These specialized data intelligence solutions offer a clear, actionable path to help DMOs achieve their goals, all while making data feel less of a mystery and more like an opportunity. Let’s dive into what makes this suite of travel industry data services unique, how it works, and why it’s a game-changer for destinations ready to maximize their marketing potential.
Meet Voyage: Your Data Co-Pilot
At its core, Voyage isn’t just another analytics tool – it’s a team of trusted co-pilots, ready to guide you through the complexities of marketing performance. Powered by Madden’s in-house tourism industry data team, Voyage delivers actionable insights that DMOs can actually use. Whether you’re tracking audience behavior, evaluating PR efforts, or optimizing content performance, Voyage gives you the clarity and confidence to make decisions that drive growth and ROI.
But here’s the real kicker: Voyage is broken down into five specialized service lines, each designed to help destinations understand all elements of their integrated destination marketing programs.
voyage service lines
Each Voyage service line focuses on a critical area of destination marketing, making it easier than ever to see the full picture of your efforts.
Voyage GPS: Mapping Destination Trends to ROI
Think of GPS as your ultimate destination tracker. From visitor trends to economic impact, lodging data, and measuring ROI, Voyage GPS gives you the intel you need to understand how people are moving through your destination, and where opportunities are ready and waiting. Uncover key metrics like visitation and spending habits to guide strategic decisions, attract more travelers, and nurture a thriving local community.
Why it matters: Predictive insights like these help you plan peak seasons, adjust resources, and tailor your campaigns to meet visitor demand.
Voyage Atlas: Know Your Audience
Who’s traveling to your destination, and what makes them tick? Voyage Atlas uncovers audience preferences and behaviors to help you understand what motivates travelers to book their trips.Why it matters: Better audience insights mean you can craft media strategies and messages that resonate, reaching travelers at the exact right time.
Voyage Beacon: Lighting the way for ROI
Tracking your paid media campaign performance, Voyage Beacon sheds light on digital and non-digital campaign metrics to help you maximize ROI.Why it matters: By identifying what’s working (and what’s not), Beacon helps you refine your strategies and stretch your marketing spend further.
voyage flare: pr performance at your fingertips
Your PR efforts deserve to shine, and Voyage Flare makes sure they do. With real-time visibility into your destination’s earned media performance, this service line ensures you know exactly how your brand is being talked about.
Why it matters: Clear PR metrics make it easier to understand impact and provide the confidence you need to tweak strategies and amplify your voice.
voyage waypoint: owning your owned media
Your owned channels — like your website and emails — are goldmines for insights. Voyage Waypoint measures SEO, email engagement, and more to show how your content is performing across the board.
Why it matters: Optimized content drives engagement, builds loyalty, and keeps prospective travelers coming back for more.
why dmos need a holistic data solution
Let’s face it: siloed tourism industry data can be overwhelming, at best. When you’re trying to connect the dots between audience insights, campaign performance, and content engagement, it’s easy to feel like you’re charting a course without a compass.
Voyage’s integrated approach solves this problem by giving you a 360-degree view of your marketing ecosystem. Instead of juggling multiple tools or struggling to make sense of complex dashboards, you get clarity, confidence, and a clear path forward. And most importantly, you are stranded on an island left to interpret data on your own — Voyage comes with an experienced team of data analytics experts to help you separate the signal from the noise.
Our CEO, Dan Janes, put it simply, “Voyage isn’t just another set of dashboards; it’s a trusted co-pilot that turns tourism industry data into clear actionable insights.”
ready to chart your own course?
The future of destination marketing starts here. Whether you’re looking to understand visitor trends, refine campaign performance, or showcase the impact of your PR strategy, Voyage has you covered.
Learn more about how Voyage can help you take your destination’s marketing to new heights. Let’s turn your travel industry data into decisions – and your decisions into destination stories that inspire.
