Case Study: The City of Palm Springs improves tourism targeting with Buxton

The City of Palm Springs - Customer Case Study

The City of Palm Springs wanted to make its tourism marketing more efficient and effective by better identifying and targeting high-value potential visitors. Partnering with Buxton, the city needed to understand tourist types, prioritize key markets, and develop more strategic long-term plans.

Buxton analyzed 12 months of anonymized tourist credit card transactions to profile visitors, finding that 58% of tourism dollars came from just 10 customer segments. Their solution identified the top geographic markets and spending categories, enabling highly targeted marketing. As a result, the City of Palm Springs gained the insights needed to optimize its marketing channels across various mediums and develop co-branded partnership opportunities with local businesses.

The City of Palm Springs