09/11/2026
Updates 09/11/2026: Ohio's Travel Industry and Current Travel Research
MORE TECHNOLOGY DOES NOT NECESSARILY CREATE A MORE ENGAGING ATTRACTION EXPERIENCE.
New University of Surrey research offers a useful caution for Ohio museums, historic sites, science centers and other attractions investing in immersive or digitally enhanced experiences. The study suggests technology works best when it strengthens the story and visitor experience rather than simply adding more sensory effects.
Key findings from the University of Surrey’s “Sensory Synergy in Phygital Tourism: Unpacking the Role of Multi-Sensory Stimulation in Visitor Engagement and Behavior,” published Sept. 8:
- Researchers studied adults who viewed six different technology-enhanced tourism scenarios.
- Adding more sensory elements did not automatically produce greater visitor engagement.
- Complex combinations of sight, sound, touch, smell and taste could increase emotional engagement but could also weaken practical elements such as usability and freedom of movement.
- Digital features are most effective when they support rather than compete with the physical experience and storytelling.
- Researchers recommend testing digital and sensory features before launch and adjusting their intensity based on visitor response.
- For Ohio museums and attractions, investments in projections, QR codes, interactive displays and other technologies should be evaluated based on whether they increase engagement, dwell time and understanding, rather than simply making an experience more technologically sophisticated.
- The findings also support creating quieter spaces and accessible alternatives so visitors can control how much sensory stimulation they receive.
DMOs CAN HAVE A SIGNIFICANT INFLUENCE ON INCENTIVE TRAVEL DESTINATION SELECTION AND PROGRAM VALUE.
Destination organizations can play a more strategic role in incentive travel, attracting business from professionals who organize reward trips for employees, sales teams, dealers and other high-performing groups. Research shows these buyers look to destinations for help in connecting them to local partners, recommending memorable experiences, and logistics. For Ohio destinations, the findings reinforce the value of engaging these planners early, showcasing distinctive local experiences and clearly communicating the services, connections and financial support available to groups.
Key findings from the Incentive Research Foundation, based on research conducted in April and May 2026:
- 68% of incentive travel professionals said they have made a destination decision based on the support or quality of a CVB/DMO, demonstrating the influence destination organizations can have during the selection process.
- Unique experiences were identified as the greatest source of CVB/DMO value, highlighting the importance of local connections that can provide special access, private events, behind-the-scenes opportunities and experiences travelers could not find or arrange on their own.
- Planners most commonly engage destination organizations for hotel and venue sourcing, cited by 56%, while 53% involve them during early destination discovery and feasibility.
- 62% said CVB/DMO involvement improves program ROI, with planners also valuing the time savings, local knowledge and improved experience quality that destination organizations can provide.
- Financial support remains important: 74% of planners said their programs have benefited from CVB/DMO incentives, while 62% said clearer and more transparent financial-support guidelines would make them more likely to work with a destination organization.
- Responsiveness remains an opportunity for improvement. One-third of respondents reported at least one friction point when working with CVBs or DMOs, underscoring the importance of timely communication and clearly defined services.
BUSINESS TRAVELERS ARE TRAVELING MORE THAN BEFORE THE PANDEMIC, BUT THEY EXPECT MORE VALUE FROM THEIR HOTEL STAYS.
New Hotels.com research suggests business travel remains an important source of demand, with many workers traveling more frequently than before COVID-19. Ohio hotels, convention facilities and destinations that serve corporate travelers can use the findings to better position accommodations around convenience, comfort and rewards.
Key findings from Hotels.com’s Booked for Business Report, released Sept. 1:
- 37% of Americans say they travel more for work now than they did before the COVID-19 pandemic.
- The research identifies technology workers and tradespeople among the most frequent business travelers. This is linked too their highest business-travel budgets.
- The research points to growing expectations around making business travel easier and more convenient.
- Hotel amenities can play an important role in helping business travelers maximize limited free time. For Ohio, hotels can emphasize convenience, location, breakfast and amenities that make short work trips easier.
- Destinations can also promote ways for business travelers to extend work trips into leisure visits, potentially turning corporate travel into additional visitor spending.
THE STATE OF THE AMERICAN TRAVELER SHOWS TRAVEL IS HOLDING UP, BUT VISITORS ARE BOOKING LATER, DRIVING MORE AND USING AI TO PLAN.
Future Partners’ latest traveler research points to a more cautious consumer, but not a retreat from travel. For Ohio, the findings are particularly relevant because the state’s drive-market positioning can benefit from the growing preference for road trips, while tourism marketers need to adapt to shorter booking windows and increasing use of AI and social platforms for trip planning.
Key findings from Future Partners’ The State of the American Traveler in September 2026, released Sept. 4:
- Travel behavior remained strong despite softer financial sentiment, with overnight and day trips both increasing and remaining above year-ago levels.
- Impulse travel reached the highest level recorded in the study, suggesting travelers are increasingly open to shorter-term trip decisions.
- AI-assisted travel planning reached a new high, making AI an increasingly important part of the travel discovery process.
- Official websites remained relevant, while online visitor-guide usage increased, reinforcing the value of strong destination-owned content.
- Travel cost remained the largest barrier, with 36.4% saying travel was too expensive and 31% citing gas prices as a deterrent.
- For Ohio, the continued strength of domestic travel and spontaneous trips creates an opportunity to promote short-drive getaways, fall travel and last-minute experiences, while ensuring Ohio attractions and destinations are easy to discover through AI and social platforms.
- Tourism businesses should emphasize practical value, flexible booking options and experiences that can be incorporated into a spontaneous trip.