In our inaugural episode, Blake Reiter and Daniel Foreman unpacked four different methods DMOs can use to assess demand, as well as ways to turn demand signals into strategy.

4 angles to understand where demand is coming from

1. Demand calendar: Timing when demand materializes

Huge events like the 2026 World Cup are clearly visible in Lighthouse’s Demand Calendar. But hotel occupancy is slow to build momentum. Why? Many hotels close out inventory during mega-events, only reopening 5–7 months ahead of time.

Takeaway: Don’t mistake “unavailable” for “sold out.” Pair unavailable hotel data with on-the-books occupancy to see the full picture and pace your marketing spend accordingly.

2. Demand generators: What’s driving the spike

Convention centers, mega-sporting events, and major venues act as demand magnets. When hotels close out, demand spills into suburbs and short-term rentals.

Takeaway: Work with your hotel partners to ensure that you aren't pushing lucrative demand to other destinations - monitor hotel occupancy to better time your campaigns and make sure your marketing spend is effective

3. Market segmentation: What type of traveler is searching for my destination

Comparing Meta/OTA flight searches (leisure proxy) with GDS searches (corporate proxy) reveals whether a period will skew toward vacationers or business travelers.

Takeaway: Match message to market mix. Lean into leisure storytelling for transient travelers; highlight convenience and access for corporate-heavy periods.

4. Feeder markets: Where travelers are physically originating

In Minneapolis, Canadian search share dipped sharply earlier this year but is now climbing back. Watching shifts like this helps DMOs know when to reignite targeted campaigns.

Takeaway: Track feeder market share weekly. Double down when momentum builds; reallocate spend when it softens.

What this means for DMOs

• Overlay Unavailable Hotels vs On-the-Books occupancy to determine whether your hotel partners are sold out, or simply guarding inventory.

• Time your media spend to complement guest search patterns, and hotel availability.

• Use GDS vs Meta and OTA segmentation to tailor campaigns for leisure vs corporate travelers.

• Track feeder market momentum and change marketing budgets accordingly.

In short: use forward-looking signals to decide when to spend, who to target, and what to say.